This research aimed to raise kebaya as a trend setter in fashion while keeping its cultural characteristics. This applied descriptive method. Verification employed hypothesis testing and modelling approach utilized SEM. The result suggested that creativity with support of Service Quality had a strong influence, resulting in greater challenges for the designers in developing their enterprises. Besides, customer attachment to the preserved standard of classic models, such as Kartini Kebaya and Kerancang, was also a challenge for them. As a conclusion, constantly changing taste of customer brought one more challenge to them on standardization of marketable Kebaya models. Customer loyalty to modified model did not last long. Many customers bored of modified Kebaya and returned to classic Kebaya.
Volume 11 | 03-Special Issue
Pages: 954-962