Abstract
This study aimed to identify the attributes that are considered most important for consumers of Out & Jump outer products. This research employed quantitative research using the conjoint method. The sample of 97 was recruited using purposive sampling. There were three attributes in purchasing an outer product that were studied, namely motif, arm design and fabric. Each attribute had several levels: the motif attribute levels were patterned and plain; the arm design attribute levels were the short arm design and the long arm design; and the fabric attribute levels were rayon fabric, maxmara fabric and chiffon fabric. The results indicated that the attributes that were considered the most important for potential consumers of Out & Jump were fabric and arm design, and the attribute that was considered less important was motif.
 Keywords: consumer preferences, product attributes, purchasing decision making
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