FACTOR ANALYSIS IN PURCHASING LUNCH USING VALUE PROPOSITION CANVAS APPROACH FOR SEVERAL UNIVERSITIES STUDENTS IN BANDUNG

• Main Author: Yoga Himawan Prabowo, Gregorius
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/41235
• Institution: Institut Teknologi Bandung

According to the report from Katadata.com (2018), business started by 19-34-year-old reaching 49% of the total startups. Nowadays, startups contributed to GDP amounting to 137.95 trillion rupiahs in 2017 according to BPS (2017). Based on the data, the fashion sector is the biggest contributor for Indonesian GDP, while the culinary industry ranks as the second last with a contribution of total Indonesian GDP just 7.9 trillion rupiah. Also, only 72% of the products and services offered failed to be accepted by the market (Simon Kucher & Partners, 2014). This is also felt by the Sate Santuy, a culinary business based in Bandung. Thus, this research aims to identify what factors and which segments can be targeted by the company. This research is conducted by implementing the Value Proposition Canvas to illustrate the relation between a student’s perspective as consumers in terms of his/her behaviour in selecting lunch. This research uses mixed methods, quantitative and qualitative methods. Quantitative research results show that the tested variables can be grouped into 5 main factors. Furthermore, this research shows there are 3 clusters that divides the characteristics of respondents that can be used as market segmentation. While qualitative methods are used to validate factors in segmentation that will be used as recommendations for Sate Santuy.