PERSEPSI MEREK DAN GAYA HIDUP PEMAKAI TAS “CHANNEL” (Studi Pada Konsumen Online Shop)
ABSTRACT: The
purpose of this research is 1) To know and analyze the perception of consumers
in the brand image (brand image) Channel bags and 2) To determine and analyze
the lifestyle (lifestyle) Consumer Channel bag. The population in this study
were all women in Malang who bought bags in the online shop, using judgmental
sampling techniques can then be determined as many as 100 sample. The data
analysis technique used in this research is the analysis of a range of scales. Based
on the results of research and discussion that has been done, it can be concluded
as follows: Consumer perception on brand image (brand image) bags Channel in
the category brand catchy / recognizable, where the brand image (brand image)
includes a unique logo, zipper logo chanel, stitch-patterned quilt (boxes), the
price of comparable quality, have the serial number, made of calf leather and sheepskin,
logo channel (2 c mesh), have the original card and rope chains of metal makes
the consumer can easy to remember on Channel bag products. Perceptions on
lifestyle (lifestyle) Consumer Channel bags can be obtained that the existence
of the bag Channel can support activities, interests and opinions of consumers
on the presence of products in the category Channel bag either. Lifestyle
(lifestyle) consumer purse Channel can be seen that the respondents prefer to
work outside the home, hobby of collecting bags, likes to shop, look for the
latest fashion handbags. The consumer lifestyle can support recreational
activities, family support on activities, knowledge, purchases of goods
according to the needs and make the purchase because it becomes a habit.
Keywords:
Brand image, Lifestyle, CHANNEL
Penulis: Faiqotul
Hima
