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Fajar, Maulita
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Aspects that Influence the Decision Making Process in Fashion Product Development Aini, Laila Nur; Zuhria, Maulida Zakiyatuz; Fajar, Maulita; Hidayat N, Rusdi; Kusumasari, Indah Respati
Jurnal Bisnis dan Komunikasi Digital Vol. 2 No. 2 (2025): February
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/jbkd.v2i2.3477

Abstract

This research examines the aspects that influence the decision-making process in fashion product development. The increasing complexity of consumer preferences and the rapid changes in fashion trends make the decision-making process very crucial in determining product success. The research used a qualitative method with a systematic literature study approach and in-depth interviews with 15 fashion industry practitioners. The results identified five main aspects that influence decision-making: analysis of market trends and consumer preferences, environmental sustainability considerations, production technology capabilities, financial factors and risk management, and design innovation aspects. The analysis showed that the integration of data analytics with a deep understanding of consumer preferences had the most significant influence, contributing 42% to product development success. Environmental sustainability emerged as an increasingly important factor, influencing 28% of consumer purchasing decisions. The research also found that companies that integrate all five aspects into their decision-making process have a 35% higher product success rate than those that only focus on a particular aspect. The results of this study provide a comprehensive framework for fashion industry practitioners to optimize the product development decision-making process.
Peningkatan Nilai Tambah Ubi Lokal melalui Inovasi Camilan Meltubi di Surabaya Lailasari, Mutiara Wahyu; Anaulia, Tita Rizky; Fajar, Maulita; Fawzia, Farah Qisma; Andarini, Sonja; Kusumasari, Indah Respati
Jurnal Pemberdayaan Ekonomi dan Masyarakat Vol. 2 No. 3 (2025): July
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/jpem.v2i3.722

Abstract

Penelitian ini bertujuan untuk menganalisis sejauh mana inovasi produk camilan Meltubi dapat meningkatkan nilai tambah ubi lokal, khususnya ubi jalar ungu, di Kota Surabaya. Meltubi merupakan produk camilan berbasis bahan lokal yang dikembangkan untuk menjawab tantangan rendahnya daya saing produk tradisional di pasar modern. Penelitian ini menggunakan pendekatan kuantitatif deskriptif dengan pengumpulan data melalui kuesioner yang disebarkan kepada 30 responden yang merupakan konsumen potensial produk camilan lokal. Hasil penelitian menunjukkan bahwa persepsi konsumen terhadap Meltubi tergolong positif. Sebanyak 83,3% responden menyukai cita rasa produk, 73,3% menyatakan minat beli ulang, dan sebagian besar menganggap desain kemasan menarik meskipun masih membutuhkan inovasi. Temuan ini menunjukkan bahwa inovasi rasa, penyajian, dan pengemasan mampu memberikan nilai tambah terhadap produk ubi lokal. Selain itu, Meltubi dinilai berpotensi menjadi produk unggulan khas daerah dan oleh-oleh kekinian dari Surabaya. Penelitian ini merekomendasikan pengembangan varian rasa, peningkatan desain kemasan, serta promosi yang menyasar segmen pasar muda untuk memperluas jangkauan dan meningkatkan daya saing produk di masa mendatang.
Co-Authors Aini, Laila Nur Anaulia, Tita Rizky Andarini, Sonja Fawzia, Farah Qisma Hidayat N, Rusdi Kusumasari, Indah Respati Lailasari, Mutiara Wahyu Zuhria, Maulida Zakiyatuz