This research aims at determining the factor that influences on selecting the model of their headcovers, it is merely because the model of headcovers worn by the female students are now vary. Therefore, there should be some factors that urges a female student as a consumer to do a reasoned action on selecting the model of headcovers. This research is a quantitative research by using factor explanatory analysis. The characteristic of the population is the students of Islamic Economy, FEB, Airlanga University which are wearing headcovers. The result of this research shows that from 18 factors gained from the data collection which then processed by factor analysis. The researcher found that there are 5 factors, i.e. Want to Show Identitiy, consumersâ environment, consumersâ comfort in dressing up, consumersâ society, and consumersâ ease in dressing up.
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