ANALYSIS STUDY ABOUT THE BEHAVIOR LAPTOP USER AT STUDENT SOCIETY IN ORDER TO GIVE PROPOSAL OF PRODUCT, PRICE, PLACE, AND PROMOTION FOR THE LAPTOP PRODUCERS

• Main Author: Oktaviani Raharja, Ivon
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/79648
• Institution: Institut Teknologi Bandung

High growth rate in laptop using at society especially for student society makes laptop become more available in number and variety. With many option about laptop availability in market, students often feel confuse and difficult to choose the appropriate laptop to fulfill their needs and desires. Therefore, the author wants to help the laptop producers to give them proposal of product, price, place, and promotion based on the student’s lifestyle in laptop using that appropriate with their preference. To give the proposal, it needs the change of student’s behavior analysis about PC using that switch to laptop and student’s lifestyle analysis about laptop using. Based on the analysis, generally it can be concluded that the student’s reason used laptop because of mobile and wifi/hotspot factors with their needs was not only to support academic activity but also other activities. Student’s satisfaction rate to their laptop tends to be low with the loyalty rate to laptop brand using is also low. Specification and laptop’s brand are the main priorities for the student to choose/buy their laptop. Product proposal is divided by specification, brand, quality, color, ergonomic, design, feature, material, monitor size, warranty, service after sales, and laptop packaging design. Place proposal is to open specific sales counter at electronic/computer shopping centre area.