FACTOR THAT INFLUENCES CUSTOMER DECISION TO PURCHASE AN3LAU START-UP COMPANY PRODUCT

• Main Author: Bubun Burhanudin, Cep
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/78617
• Institution: Institut Teknologi Bandung

Established in January 2015, An3lau is a brand that makes a business concept in fashion apparel that provides words, picture, and combination between both of these in every design, who appropriate with passion, profession, hobbies from a person or community of people in Bandung. The most stressed by this startup company is a positive design, whether it is words, or images. So the company's expectations can make the wearer psychologically, have become more enthusiastic, cheerful, and “anti-galau” in encountering their daily activities. In addition, to fulfill customer needs, an3lau also provide customized products to customers who want to make products based on their design. Product segmentation An3lau Start-up Company is a person or a community of men and women, who have pride in his/her profession, his/her true identity, and his/her hobbies from age 15 to 30 years old. The target is a person or community of people in Bandung. The positioning of An3lau is become a fashion product with the quality of good material in accordance with the standard material for fashion within each distribution store in Bandung, with prices much more affordable. However, over time, more than a year after Start-up Company is established, An3lau sales since beginning until now still unstable income, there are fluctuations in the product sales of this start-up company. Therefore, the study wanted to know about the factors that influence a customer's decision to purchase a product from the an3lau start-up company, what factor is the most influences the customer's decision to purchase finished goods (ready stock) of An3lau Startup Company, what factor is the most influence the customer's decision to purchase a customized product of An3lau Startup Company. Data were analyzed by descriptive quantitative and qualitative, to obtain good research results. Statistics in this study are presented in the form of, among others: tabulations, diagrams, histograms.