CV =====================================

CV ===================================== NADIA SITI ANNISA Personal Information Address

: Jl. Camar XXII Blok BM 11 Bintaro-Jaya Sector 3

Date of Birth

: 07 May 1988

Nationality

: Indonesian

Telephone Number: 021 736 1812 Mobile Number

: 0813 1157 2079

Email Address

: [email protected]

Academic Background 2006 – Present:

Bina Nusantara International University Currently attending the Undergraduate Degree Program

Majoring in Marketing 2003 – 2006:

SMA 6, Jakarta

2000 – 2002:

SLTP 19, Jakarta

1994 – 1999:

SD Islam AL- Ikhlas, Jakarta

1992 – 1993:

Tk AL - Ikhlas, Jakarta

Organization Experiences / Achievements 

Participating on BMS (BiNus Muslim Society) at BiNus International ‘07



Head of Basket Ball competition (MAHAKAM CUP) At high school 6 ‘05



Head of Basket Ball club at high school 04/06 52

53



Member of event sponsorship (KLASIX) at high school 6 ‘03/04



Participating on LABSKY Competition ’03-06



Participating on TARQ CUP ‘06



Participating on Basket Ball competition DKI JAKARTA ’04-06



Participating on basket ball competition Jakarta Selatan ‘05

Hobbies and Interest 

I like to play basketball.



Outdoor activity such as Running, tennis, wall climbing.



Socialize with friends and making new friends.



I like to watch, and read in my free time.

Become a pat of organization that can give me new adventures and teach new skills.

APPENDICES

Appendix A: Original Journal

54

55

56

57

58

59

60

61

62

63

64

65

66

67

68

69

70

71

72

73

Appendix B: Questionnaire (English Version)

Dear Respondent, My name is Nadia Siti Annisa, a marketing student of BiNus University International. I am currently doing a thesis with title “Market Segmentation with Respect to University Students’ Clothing Benefits Sought in Jakarta”. Respondent’s feedback will be obtained and the result will be analyzed for academic purpose only. Therefore the identity will be kept confidential throughout the process. Thank you very much for participating.

Best regards, Nadia Siti A. I. 1. 2.

Respondent’s Background: Gender: a. Men Age: a.

3.

4.

b. Women

15 – 18

Education: a. D3

b. 19 - 22 b. D1

c. 23 – 26

c. S1

How much your income in a month? a. < Rp. 1,500,000 b. Rp 1,500,001 – Rp 2,500,000 c. > Rp 2,500,001

74

5.

How much your expand in a month? a. < Rp. 1,500,000 b. Rp 1,500,001 – Rp 2,500,000 c. > Rp 2,500,001

6.

How much your expends for buy clothes in a month? a. < Rp. 1,500,000 b. Rp 1,500,001 – Rp 2,500,000 c. > Rp 2,500,001

7.

Do you like shopping? a. Yes b. No c. So – So

8.

How often do you shop clothes in a month? a. 1 - 3 times b. 4 - 6 times c. > 6 times

9.

When the last time you shop in one month period? a. < a week ago b. 1 – 3 weeks ago c. 3 weeks ago

10.

Choose 1 brand that you like the most: a. ZARA/ZARA men b. TopShop/TopShop men c. Pull and Bear d. Forever21 e. Levi’s f. Mango

75

II. Please fill the likert questions from the reason why respondent likes to purchase clothing. Please choose the number that the most acceptable for each question, with indicate the answer the number. (1 = very disagree, 2 =disagree, 3 = neutral, 4 = agree, 5 = very disagree.) Shopping Orientation 11

i think shopping is very pleasant experience

1

2

3

4

5

12

shopping is boring

1

2

3

4

5

13

Shopping is enjoyable activity without purchase product

1

2

3

4

5

14

i enjoy looking around at new products

1

2

3

4

5

15

when i am depressed, i feel better if i go shopping

1

2

3

4

5

16

i enjoy looking around a shopping center without having a specific plan to buy something

1

2

3

4

5

17

i think shopping is a waste of my time

1

2

3

4

5

18

i like to visit a store where i can easily find a satisfiable product

1

2

3

4

5

19

i enjoy finding the product that i really want within a short-time period

1

2

3

4

5

20

i shop in a rational and smart way

1

2

3

4

5

21

when buying clothes, I enjoy looking for a store that offers sale products

1

2

3

4

5

22

I shop to find out if it is a good product on at reasonable price

1

2

3

4

5

23

I shop in order to learn about price

1

2

3

4

5

Clothing attributes evaluations 24

Design

1

2

3

4

5

25

Style

1

2

3

4

5

76

26

Pattern

1

2

3

4

5

27

color tone

1

2

3

4

5

28

management and washing easiness

1

2

3

4

5

29

Service

1

2

3

4

5

30

Fit

1

2

3

4

5

1

2

3

4

5

1

2

3

4

5

1

2

3

4

5

1

2

3

4

5

31 needlework (sewing) Brand repurchase intentions i have a plan to repurchase a product from brand that i indicated in question number 10 when i 32 purchase casual wear in the future i have a will to repurchase a product from brand 33 that i indicated in question number 10 when i purchase casual wear in the future i will possibly repurchase a product from brand that 34 i indicated in question number 10 when i purchase casual wear in the future Clothing benefits sought 35

i have interest in clothes of friends and stars who know up-to-date fashion

1

2

3

4

5

36

although the garment is inconvenient to wear, if trendy, i buy it

1

2

3

4

5

37

it is important for me to keep pace with fashion

1

2

3

4

5

38

i carefully read articles about fashions shown in newspapers or magazines

1

2

3

4

5

39

i make efforts to adjust to modern fashion when buying clothes

1

2

3

4

5

40

i make efforts to select the clothes that deliver fashionable images

1

2

3

4

5

41

i rarely wear clothes out of fashion

1

2

3

4

5

42

i select the clothes that make my merits of my figure or build look better

1

2

3

4

5

43

i might purchase the clothes that can express my femininity/masculinity 43

1

2

3

4

5

77

44

i might wear the clothes that can give a good impression to other people

1

2

3

4

5

45

i might select the clothes that can conceal any physical defects

1

2

3

4

5

46

i would rather buy famous brands clothes than low price, even though designs are similar

1

2

3

4

5

47

i would rather buy one item from a famous brand than many items from unknown brands

1

2

3

4

5

48

i usually browse famous brand stores when buying clothes

1

2

3

4

5

49

although price is high, famous brand clothes are worth the price

1

2

3

4

5

50

i would like to show my own personality by selecting unique clothes that people hardly wear

1

2

3

4

5

51

i make an effort to wear unusual clothes different from styles that many people wear

1

2

3

4

5

52

i would like to buy clothes that can reflect my personality or image well

1

2

3

4

5

53

i place much value on my own personality when buying clothes

1

2

3

4

5

54

i prefer the clothes that make me an ideal figure

1

2

3

4

5

55

i rarely buy clothes if it does not have a price-cut

1

2

3

4

5

56

i browse many stores to buy clothes at lower price

1

2

3

4

5

57

i usually do buy clothes during sales

1

2

3

4

5

58

when buying clothes, comfortable important than appearance

more

1

2

3

4

5

59

when buying clothes, i would rather consider comfort than trends in fashion clothes

1

2

3

4

5

is

*thank you*

78

Appendix C: Questionnaire (Indonesian Version)

Responden yang terhormat, Nama saya Nadia Siti Annisa, mahasiswi dari BiNus University International, dimana sekarang ini sedang mengerjakan skripsi dengan judul “Market Segmentation with Respect to University Students’ Clothing Benefits Sought in Jakarta”. Komentar dari responden yang didapat akan dianalisis hanya untuk tujuan pendidikan. Oleh karena itu, identitas dari responden akan dirahasiakan selama proses analisa berlangsung. Terima kasih atas kerja sama nya. Terima kasih, Nadia Siti A. III. 11.

Latar belakang responden: Jenis kelamin: a. Pria b. Wanita

12.

Umur: a. 15 – 18

13.

b. 19 - 22

Pendidikan saat ini: a. D3 b. D1

c. 23 – 26 c. S1

14.

Rata – rata pemasukan per bulan: a. < Rp. 1,500,000 b. Rp 1,500,001 – Rp 2,500,000 c. > Rp 2,500,001

15.

Rata – rata pengeluaran per bulan: a. < Rp. 1,500,000 b. Rp 1,500,001 – Rp 2,500,000 c. > Rp 2,500,001

16.

Berapa rata – rata pengeluaran anda per bulan untuk berbelanja pakaian? a. < Rp. 1,500,000 b. Rp 1,500,001 – Rp 2,500,000 c. > Rp 2,500,001 79

17.

Apakah anda suka berbelanja pakaian? a. Ya b. Tidak c. Biasa saja

18.

Dalam sebulan berapa kali anda berbelanja pakaian? a. 1 - 3 kali b. 4 - 6 kali c. > 6 kali

19.

Kapan anda terakhir kali berbelanja pakaian dalam 1 bulan terakhir? a. < 1 minggu lalu b. 1 – 3 minggu lalu c. > 3 minggu lalu

20.

Pilih 1 brand dibawah ini yang menurut anda paling anda minati: a. ZARA/ZARA men b. TopShop/TopShop men c. Pull and Bear d. Forever21 e. Levi’s f. Mango

IV. Berikut ini terdapat sejumlah pertanyaan seputar alasan-alasan mengapa responden menyukai belanja pakaian. Silahkan mengisi dengan memilih angka mana yang paling tepat untuk setiap pertanyaan, dengan pilihan jawaban yang menandakan (1 = sangat tidak setuju, 2 = tidak setuju, 3 = netral, 4 = setuju, 5 = sangat setuju.) Shopping Orientation 11

Saya merasa berbelanja adalah pengalaman yang menyenangkan.

1

2

3

4

5

1

2

3

4

5

13

Berbelanja sangat membosankan Berbelanja pada dasarnya adalah aktifitas yang menyenangkan tanpa harus membeli barang

1

2

3

4

5

14

Saya sangat menikmati saat melihat produk baru

1

2

3

4

5

15

Pada saat saya depresi, saya akan merasa lebih baik jika saya pergi berbelanja

1

2

3

4

5

16

Saya senang melihat – lihat di dalam mall tanpa ada rencana untuk membeli sesuatu

1

2

3

4

5

12

80

17

Saya merasa berbelanja membuang waktu saya

1

2

3

4

5

1

2

3

4

5

1

2

3

4

5

19

Saya senang datang ke toko dimana saya dapat dengan mudah menemukan pakaian yang membuat saya puas Saya senang menemukan produk yang saya suka dengan waktu yang cepat

20

Saya senang berbelanja dengan rasional, hemat dan cara yang pintar

1

2

3

4

5

21

Saat saya berbelanja, saya senang melihat toko yang memberikan potongan harga

1

2

3

4

5

22

Saya berbelanja untuk mencari barang yang bagus dengan harga yang pas

1

2

3

4

5

23

Saya berbelanja untuk belajar mengetahui tentang harga

1

2

3

4

5

18

Clothing attributes evaluations 24

Saya memperhatikan design (model keseluruhan pakaian) yang ada

1

2

3

4

5

25

Saya memperhatikan style (gaya) yang ada

1

2

3

4

5

26

1

2

3

4

5

27

Saya memperhatikan model (potongan pakaian) yang ada Saya memperhatikan warna pada barang yg akan saya beli

1

2

3

4

5

28

Saya memperhatikan cara merawat dan menyuci pakain yang akan saya beli

1

2

3

4

5

29

Saya melihat servis yang diberikan

1

2

3

4

5

30

Saya membeli pakaian jika pakain tersebut terlihat pas dengan badan saya

1

2

3

4

5

31

Saya memperhatikan jahitan yang baik pada pakaian yang ingin saya beli

1

2

3

4

5

1

2

3

4

5

Brand repurchase intentions 32

Saya mempunyai rencana untuk membeli produk dari brand yang saya pilih dari pertanyaan nomer 10 ketika saya membeli pakaian di masa yang akan datang

81

33

34

Saya akan membeli produk dari brand yang saya pilih dari pertanyaan nomer 10 ketika saya membeli pakaian di masa yang akan datang Saya mungkin membeli produk dari brand yang saya pilih dari pertanyaan nomer 10 ketika saya membeli pakaian di masa yang akan datang

1

2

3

4

5

1

2

3

4

5

1

2

3

4

5

1

2

3

4

5

1

2

3

4

5

1

2

3

4

5

1

2

3

4

5

1

2

3

4

5

1

2

3

4

5

Clothing benefits sought 35

36

37

38

39

Saya mempunyai ketertarikan kepadan pakaian teman dan artis yang mengetahui fesyen terkini Walaupun bahan pakaian tidak nyaman dipakai, apabila dipakai menjadi trendy, saya akan tetap membelinya Sangat penting bagi saya untuk selalu mengetahui perkembangan trend terkini Saya sangat berhati – hati membaca artikel tentang fesyen (fashion) yang terdapat pada majalah atau Koran Saya akan berusaha mengikuti dunia fesyen (fashion) pada saat membeli pakaian

41

Saya akan berusaha memilih pakaian yang dapat menyampaikan kesan bahwa saya mengikuti tren masa kini Saya sangat jarang memakai pakaian yang bukan fesyen saat ini

42

Saya memilih pakaian yang menujukkan figure dan tubuh saya yang lebih baik

1

2

3

4

5

43

Saya mungkin membeli pakaian yang dapat menampilkan sifat feminism atau maskulin saya

1

2

3

4

5

44

Saya mungkin memakai pakaian yang dapat menampilkan kesan yang baik di mata orang lain

1

2

3

4

5

45

Saya mungkin akan memilih pakaian yang dapat menutupi kekurangan fisik saya

1

2

3

4

5

1

2

3

4

5

1

2

3

4

5

1

2

3

4

5

1

2

3

4

5

40

48

Saya lebih memilih membeli merek yang terkenal daripada yang biasa saja, padahal kedua barang itu memiliki model yang sama Saya lebih memilih membeli satu barang dari merek yang terkenal daripada banyak barang dari merek yang tidak dikenal Saya biasa melihat merek terkenal padasaat saya berbelanja pakaian

49

Biarpun harganya mahal, merek terkenal sebanding dengan nilainya.

46

47

82

50

Saya ingin menunjukan kerpribadian saya dengan memilih pakaian yang unik yang jarang orang pakai

1

2

3

4

5

51

Saya berusaha untuk memakai sesuatu yg berbeda dari gaya kebanyakan orang

1

2

3

4

5

52

Saya akan membeli pakaian yang dapat mencerminkan kepribadian saya dengan baik

1

2

3

4

5

53

Saya mementingkan karakter diri sendiri ketika membeli pakaian

1

2

3

4

5

54

Saya lebih memilih pakaian yang dapat membuat saya menjadi figur yang baik

1

2

3

4

5

55

Saya jarang sekali membeli pakaian yang ridak ada potongan harga nya.

1

2

3

4

5

56

Saya melihat – lihat banyak toko dahulu untuk membeli pakaian dengan harga yang rendah

1

2

3

4

5

57

Saya terbiasa membeli pakaian saat ada potongan harga

1

2

3

4

5

58

Ketika membeli pakaian, kenyamanan adalah hal yang paling penting dari pada penampilan

1

2

3

4

5

1

2

3

4

5

59

Ketika membeli pakaian, saya lebih memilih mempertimbangkan kenyamanan dari pada tren fesyen pakaian

*Terima Kasih*

83

Appendix D: Chapter 4 – Frequency Analysis

Choose the most brands that you like

Valid Zara/ Zara Men Top Shop/Top Shop Men Pull and Bear Forever21 Levi's Mango Total

Frequency 70

Percent 35.0

Valid Percent 35.0

Cumulative Percent 35.0

48

24.0

24.0

59.0

15 19 32 16 200

7.5 9.5 16.0 8.0 100.0

7.5 9.5 16.0 8.0 100.0

66.5 76.0 92.0 100.0

The brand that respondent like is ZARA/ZARA Men, which is 35% or 70 of respondent. And in the second place those respondents choose is Top Shop/Top Shop Men which is 24% or 48 respondents from 200 respondents who fill in the questionnaires.

84

Appendix E: Reliability Test and KMO Bartlett’s test each construct

1. Shopping orientation Hedonic KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity

.822

Approx. Chi-Square

548.362

Df

28

Sig.

.000

Reliability Statistics

Cronbach's Alpha Based on Cronbach's Alpha

Standardized Items

N of Items

.738

.768

8

85

Rational KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity

.699

Approx. Chi-Square

139.387

Df

10

Sig.

.000

Reliability Statistics Cronbach's Alpha Based on Cronbach's Alpha Standardized Items .685

.766

N of Items 5

86

2. Clothing attributes evaluation Stylist KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity

.770

Approx. Chi-Square

303.787

Df

6

Sig.

.000

Reliability Statistics Cronbach's Alpha Based on Cronbach's Alpha

Standardized Items

N of Items

.806

.803

4

87

Fit needle KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy.

Bartlett's Test of Sphericity

.663

Approx. Chi-Square

109.098

Df

6

Sig.

.000


Cronbach's Alpha Based on Cronbach's Alpha

Standardized Items

N of Items

.647

.768

4

88

3. Brand repurchases intention KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity

.620

Approx. Chi-Square

164.419

Df

3

Sig.

.000


.740

N of Items 3

89

4. Clothing benefits sought Fashion KMO and Bartlett’s test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity

Approx. Chi-Square df Sig.

.882 533.943 21 .000


Cronbach's Alpha .844

N of Items 7

Impression KMO and Bartlett’s test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity




N of Items 4

90

.725 120.800 6 .000

Brand KMO and Bartlett’s test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity


.772 285.593 6 .000



N of Items 4

Unique KMO and Bartlett’s test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity




N of Items 2

91

.500 76.582 1 .000

Personality KMO and Bartlett’s test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity

.683


137.161 3 .000



N of Items 3

Discount KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity

.567

Approx. Chi-Square

46.048

Df

3

Sig.

.000


.751

N of Items 3

92

Convenience KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity

.500

Approx. Chi-Square

42.171

Df

1

Sig.

.046

Reliability Statistics Cronbach's Alpha Based on Standardized Cronbach's Alpha .657

a

Itemsa

N of Items

.761

2

93

Appendix F: SPSS - Cluster analysis Table 4.3.1 final cluster analysis – Benefit sought FINAL CLUSTER CENTERS Cluster 1

2

3

I have interest in clothes of friends and stars who know up-to-date fashion although the garment is inconvenient to wear, if trendy, I buy it it is important for me to keep pace with fashion I carefully read articles about fashions shown in newspapers or magazines I make efforts to adjust to modern fashion when buying clothes I make efforts to select the clothes that deliver fashionable images I rarely wear clothes out of fashion I select the clothes that make my merits of my figure or build look better I might purchase the clothes that can express my femininity/masculinity

4

I might wear the clothes that can give a good impression to other people I might select the clothes that can conceal any physical defects I would rather buy famous brands clothes than low price, even though designs are similar

4

I would rather buy one item from a famous brand than many items from unknown brands

4

I usually browse famous brand stores when buying clothes although price is high, famous brand clothes are worth the price

4

3 4 4 4 4 4 4 4

4 4

4

I would like to show my own personality by selecting unique clothes that people hardly wear

4

I make an effort to wear unusual clothes different from styles that many people wear

4

I would like to buy clothes that can reflect my personality or image well I place much value on my own personality when buying clothes

4 4

I prefer the clothes that make me an ideal figure

4

I rarely buy clothes if it does not have a price-cut

3

I browse many stores to buy clothes at lower price

4

I usually do buy clothes during sales when buying clothes, comfortable is more important than appearance when buying clothes, i would rather consider comfort than trends in fashion clothes

94

4 4 4

95

Appendix G: 4.4 ANOVA analyses – descriptive Attribute evaluation

fashion discount comfortable total

Descriptives mean Std. Error 23.6970 0.67488 24.2273 0.49293 23.9106 0.27563 23.9450 0.22896

minimum 12.00 14.00 15.00 12.00


minimum maximum 36.00 60.00 27.00 59.00 31.00 58.00 27.00 60.00


minimum maximum 8.00 15.00 6.00 15.00 6.00 15.00 6.00 15.00

maximum 30.00 30.00 30.00 30.00

Shopping orientation


Brand repurchases


CV =====================================

Recommend Documents