A Youth Fashion Product Brand Image Using Perceptual Mapping


  • Rizal Alfisyahr Universitas Brawijaya




Perceptual mapping, Segmentation, Youth Fashion


Brand image is one of the factors that become the attention of consumers in buying a product, not least for fashion products that have a high level of dynamics. This study aims to determine consumer perceptions of youth fashion product brands that are currently developing, especially in the cities of Jakarta & Bandung, which have many brands and high buying interest in fashion products. The process of collecting data by using a questionnaire, and 150 respondents were obtained. The use of a multidimensional scale as an analytical tool is carried out to find out the map of respondents' perceptions related to attributes with fashion product brands. The results of the analysis show that there are four zones that contain closeness between brands and attributes that are respondents' perceptions of fashion products that have been purchased by consumers, and it is known that in zone 1 the attributes of the Popular, Cool, Charming, and Unique brands are attributes that are identical to the youth product fashion.


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