BUYING BEHAVIOR TOWARD PAPER NOTEBOOK AMONGST COLLEGE STUDENTS IN BANDUNG

• Main Author: Sulthoni Hakim, Asadullah
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/80523
• Institution: Institut Teknologi Bandung

Many word processing software like Evernote, open office, and Microsoft Word have been used broadly in various parts of the world. In the middle of the fast-growth phenomenon of these software, evidently there are still existed segment of market in Indonesia society which are still using paper notebook on their activities. College students market segment proofed still had big demand on paper notebook in this digital era. Justnote is one of paper notebook brand in Indonesia that have produced paper notebook for college student segment market in Bandung since January 2018. Justnote currently is increasing the exploitation of the college students market in Bandung. In order to be able to exploit college students well, Justnote need to know the behavior of the college students on buying the product well. The goal of the research is to get to know the buying behavior of paper notebook on college students in Bandung, focused in the process of buying decision and factors affecting it. Data collected through questionnaire using convenience sampling method. 106 data collected and analyzed using factor analysis and descriptive analysis. It resulted 6 latent Factor of attribute that affecting Bandung college student notebook buyer on buying decisions of paper notebook. The Result then derivate to managerial recommendations for Justnote.