Consumers’ Perception of Leather Bag Products of Sukaregang-Garut Regency in 2020

DOI

10.2991/aer.k.201221.105How to use a DOI?

Keywords

perception, quality, design, price, brand, promotion

Abstract

Sukaregang region, Garut Regency of West Java Province, is one of the centers of the leather industry, which is marked by the proliferation of leather products such as bags, jackets, shoes, and others. The leather jackets of Sukaregang have been well-known and penetrated international markets such as Singapore, Malaysia, Taiwan, Japan, and other countries. Meanwhile, leather bags of Sukaregang have not been able to penetrate the international market and are even less competitive with domestic leather bags. Sukaregang region has much potential of Micro, Small, and Medium Enterprises (MSMEs), which can be maximally developed so that MSMEs of leather bags in Sukaregang can contribute to the progress of the economy in Garut Regency. For this reason, research on consumer’s perceptions of product quality, design, price, brand, and promotion of Sukaregang leather bags was conducted. The research results are expected to provide input to improve the quality, design, price, brand, and promotion of Sukaregang leather bags. From several previous studies, the product quality, design, price, brand, and promotion influence consumers in purchasing decisions for a product. This research used an explanatory research approach to around 297 respondents using an accidental sampling technique. The data were collected using online questionnaires. They were processed using SPSS and Microsoft Excel and then analysed using descriptive statistics to obtain consumers’ perceptions of Sukaregang leather bags. The result of this research shows that the quality, design, and brand of Sukaregang leather bags are considered good, while the price and promotion are fair and affordable. These results can be an input for the entrepreneurs of Sukaregang leather bags to increase their production and look for other factors that cause Sukaregang leather bags are unable to compete with other bag products, both in domestic and international markets.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Sholihati Amalia
AU  - Siti Samsiyah Purwaningsih
AU  - Sri Surjani Tjahjawati
PY  - 2020
DA  - 2020/12/22
TI  - Consumers’ Perception of Leather Bag Products of Sukaregang-Garut Regency in 2020
BT  - Proceedings of the International Seminar of Science and Applied Technology (ISSAT 2020)
PB  - Atlantis Press
SP  - 656
EP  - 661
SN  - 2352-5401
UR  - https://doi.org/10.2991/aer.k.201221.105
DO  - 10.2991/aer.k.201221.105
ID  - Amalia2020
ER  -