Preferensi Konsumen terhadap Produk Sasirangan di Kota Banjarmasin
Abstract
Sasirangan merupakan kain khas dari Kalimantan Selatan yang kerap kali digunakan pada acara-acara formal, maupun sebagai seragam kantor. Namun seiring dengan berjalannya waktu, kain sasirangan sudah mulai digunakan sebagai pakaian sehari-hari bagi masyarakat di Kalimantan Selatan. Penelitian ini bertujuan untuk menganalisis prefrensi konsumen dalam memilih produk sasirangan. Penelitian ini menggunakan metode deskriptif-eksploratif untuk menggali lebih dalam aspek prefrensi konsumen dalam memilih produk sasirangan. Dengan model ini, dapat diidentifikasi secara mendalam potensi pasar dari produk sasirangan serta apa saja hambatan-hambatan dalam pengembangannya. Preferensi utama bagi konsumen dalam membeli produk sasirangan adalah kombinasi warna, motif, kenyamanan, harga, pewarna alam, tren dan merek. Konsumen secara umum sangat memperhatikan warna dan motif sebagai pertimbangan utama dalam memilih sasirangan. Di sisi lain, merek tidak menjadi prioritas utama, bahkan cenderung tidak diperhatikan dalam keputusan membeli, hal ini dikarenakan hampir tidak ada sasirangan bermerek yang dominan di Kalimantan Selatan. Jenis pewarna yang digunakan juga masih belum menjadi prioritas oleh konsumen sebagai bahan pertimbangan utama dalam membeli produk sasirangan.
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