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All Journal Jurnal Kewirausahaan dan Inovasi
Oktaviani, Devi Nurmifta
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Decision Sciences, Operations Research & Management Environmental Science Social Sciences

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Product Development Priorities in Modest Fashion: Insights from Kano Model Analysis Oktaviani, Devi Nurmifta; Riandi, Muhammad Hafiz
Jurnal Kewirausahaan dan Inovasi Vol. 4 No. 1 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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Abstract

This study aims to provide recommendations for improving Muslimah dress products using the Kano model and product quality approach. The research method used is quantitative with a survey method, and data collection is conducted using a questionnaire with a five-point Kano evaluation scale consisting of 10 functional questions and 10 dysfunctional questions based on 10 attributes. The population in this study includes all buyers within the last 6 months, totaling 250 people. The sample selection uses random sampling techniques, with the sample size calculated using the Slovin formula, resulting in 154 respondents. Instrument validity and reliability testing were performed. The analysis technique used is the Kano model. The research results show that four attributes fall into the One-dimensional category: the latest dress models, unique and attractive designs, a wide variety of dress models, and high-quality stitching. Meanwhile, the other six attributes fall into the Indifferent category: basic aesthetic standards, comfortable and durable fabric materials, unique and classy materials, high-quality fabric materials, neat and good stitching, and detailed and fine stitching. Based on the Kano satisfaction graph, One-dimensional attributes should be prioritized to develop the Muslimah fashion business of Nym Collection.
Co-Authors Riandi, Muhammad Hafiz