CRITERIA OF CHOOSING BAG ON UNIVERSITY STUDENTS IN BANDUNG ON PURCHASE DECISION

• Main Author: ARFAN (29010027) ; pembimbing : Dr. Ir. Mustika sufiati Purwanegara, MSc , NADIA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/16635
• Institution: Institut Teknologi Bandung

Appearance becomes an important factor now. Not only for workers, university students now very concerned about their outlook. They tend to choose the product to show their <br /> <br /> <br /> <br /> <br /> <br /> <br /> identity. More than that, fashion becomes primary factor that give big influenced for them to decide what will they wear. Now, as we can see so many brands that can be found for young adult, especially woman. But maybe they are not conscious about the visibility of the brand itself. This paper provides a highlight on the awareness of signal visibility among young female. There are six variables involved: demographic, signal visibility, product evaluation, lifestyle, need for uniqueness, and fashion consciousness. We spread the questionnaire to 410 student respondents in order to gain insight of this topic. Sample was choosing with judgmental sampling technique. This research imply statistical tool so called ANOVA <br /> <br /> <br /> <br /> <br /> <br /> <br /> and Multiple Discriminant Analysis. From this study we find that young female in Bandung tend to choose product which <br /> <br /> <br /> <br /> <br /> <br /> <br /> have both signal (visible and subtle). Maybe as long as bag can fulfill their needs, signal is not really important. There also differences of product criteria between freshman and senior student based on four criteria, which are material, comfortability, peer group opinion and fashion. And we found that university female students have three from eight different VALS types: strivers, experiencers, and maker, which means they are active customers and like to make their own product creation.