KREATIVITAS BUSANA MUSLIM DI KALANGAN HIJABERS DI SUKABUMI: STUDI EMPIRIS ATRIBUT BUSANA MUSLIM

Abstract

This study aims to examine the attributes of the “islamic fashion”(indonesian: hijab) according to the perception of hijabers community in Sukabumi. This article also discusses the existence of Hijabers Community. A survey was conducted in this study, and we used the analysis of positioning in term of the level of competitiveness of the hijab industry though the attribute analysis approach. Product attributes are analyzed includes the main elements that are considered as essential products by consumers and used as a basis for making purchasing decisions. The results of the empirical findings about Hijabers Community’s perception of the existence of the community showed that their activity have a prestige value for using branded goods in the dress and the veil, and they feel look fashionable and stylish. While the analysis of the veil’s attributes in several hijab boutiques in Sukabumi shows the results that Zoya Boutique is able to the top position of the Islamic fashion competition, and Zoya Boutique provide an excellent brand boutique compare with others. Keywords: Product attribute, Islamic fashion, Creativity, Hijabers Community