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The market growth of modest fashion products is increasing. Rajini uses this opportunity by developing modest fashion products. The purpose of this study was to discover and analyze which attributes most affect the purchase of modest fashion products by consumers. The results were used by Rajini to be more effective in developing modest fashion products. The study was conducted with 100 respondents using purposive sampling. Data collected were analyzed using conjoint analysis with the SPSS 25 programs. The preferred attributes in choosing modest fashion products included “neutral color”, “classic style”, “lightweight fabric” and “normal fit”. The most important decision criterion when purchasing modest fashion products was the aesthetic attribute “style”, followed by “color”, and then the functional attribute “fit”. The “fabric” attribute was perceived as least important. In order to better compete, Rajini needs to adjust consumer preferences in Surabaya according to the results of this study. Keywords: modest fashion, consumer preferences, conjoint analysis, color, style, fabric, fit

Analysis of the consumer preferences of attributes of Rajini Modest Fashion Products