HUBUNGAN ANTARA VALS (VALUE AND LIFESTYLE) DENGAN STYLE FASHION MUSLIM KONTEMPORER TIPE CLASSIC ELEGANT PADA KONSUMEN MEREK X - Pandini, Saraswati Ratna (2015)
Penelitian ini didasari oleh berkembang pesatnya industri fashion muslim di Indonesia yang juga diiringi dengan meningkatnya persaingan antara para pelaku industri fashion muslim tersebut. Tujuan yang ingin dicapai dalam penelitian ini adalah untuk mengetahui seberapa besar hubungan antara VALS (value and lifestyle) dengan style fashion muslim kontemporer tipe classic elegant pada konsumen merek X. Penelitian ini menggunakan pendekatan kuantitatif dengan metode korelasional. Pengambilan sampel dalam penelitian ini menggunakan teknik simple random sampling. Subjek pada penelitian ini adalah 147 konsumen merek X. Instrumen yang digunakan yaitu instrumen VALS dan style fashion muslim kontemporer tipe classic elegant. Instrumen VALS diadaptasi dari The US VALSTM Survey milik Strategic Business Insights (SBI), sedangkan instrumen style fashion muslim kontemporer tipe classic elegant disusun sendiri oleh peneliti. Analisis data dilakukan dengan menggunakan korelasi Rank Spearman. Hasil penelitian menunjukkan (1) tipe VALS pada konsumen merek X didominasi oleh tipe believers (2) tidak terdapat hubungan yang signifikan antara tipe VALS thinkers, experiencers, achievers, believers, makers, strivers, survivors, dan innovators dengan tipe style fashion muslim kontemporer tipe classic elegant pada konsumen merek X.---------This research is based on the rapid growth of moeslim's industrial fashion in Indonesia which is also accompanied by the increase of competition between the moeslim's fashion industries themselves. The purpose in this research is to perceive how many the relation between VALS (value and lifestyle) with moeslim's contemporary fashion style on brand X consumers. This research uses quantitative approach with correlation method. The sampling in this research uses simple random sampling technique. The subjects in this research are 147 brand X consumers. The instruments that are used are VALS instruments and contemporary moeslim's fashion style classic elegant type. VALS instruments are adapted from The US VALSTM Survey by Strategic Business Insights (SBI), while the instruments of moeslim's contemporary fashion style classic elegant type's instruments are composed by the researcher. The data analysis is done by Rank Spearman's correlation. The result of this research shows that (1) VALS types on brand X consumers is dominated by believer types (2) there are no significant relationship between VALS thinkers, experiencers, achievers, believers, makers, strivers, survivors, and innovators with moeslim's contemporary fashion style classic elegant types on brand X consumers.