ANALYSIS OF PAPER NOTEBOOK BUYING BEHAVIOR ON COLLEGE STUDENTS IN BANDUNG

• Main Author: SULTHONI HAKIM (19215045), ASADULLAH
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/25839
• Institution: Institut Teknologi Bandung

In the 21st century, various word processing software and apps are popping out. Some word processing software like evernote, open office, and Microsoft word now have been used broadly in various parts of the world. In the middle of the fast growth word processing software and apps, evidently there are still existed segment of market in Indonesia society wich are still using paper notebook on their activities. One of the segment market is college students. College students market segment proofed still had big demand on paper notebook in this digital era. <br /> <br /> Justnote is one of paper notebook brand in Indonesia that have produced paper notebook for college student segment market in Bandung since Januari 2018. Justnote now is focused on increasing the exploitation of the market by doing market penetration on college students in Bandung. In order to be able to exploitcollege students well, Justnote and other paper notebook business owner that targeting college students market need to know the behavior of the college students on buying the product well. <br /> <br /> The goal of the research is to get to know the buying behavior of paper notebook on college students in Bandung. With the focus in the process of buying decision and factors affecting it. Data is collected through questionnaire using convenience sampling method. 106 data from respondent collected and analyzed using Factor Analysis and Descriptive Analysis. From this research, 6 latent Factor of attribute that affecting Bandung college student notebook buyer on buying decisionis of paper notebook is observed. This research is important for paper notebook business owner or other business that targeting Bandung college students as market. This research is expected to be able to help providing an illustration about the steps of buying decisionand factors affecting buying decision on college students notebook buyer.