FACTORS INFLUENCING PARENT’S INTENTION TO PURCHASE EDUCATIONAL MATHEMATICS COMICS

• Main Author: Andika Putri, Tarisa
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/84203
• Institution: Institut Teknologi Bandung

Education in Indonesia, especially skills in mathematics, is still far behind, with Trends in International Mathematics and Science Study (TIMSS), showing that only 18% of the 14,000 students achieved at least level 2 mathematics proficiency. The importance of strengthening the basic principles of children's learning so that they can participate in future education, by implementing innovative and interesting methods for children, namely comics mathematics education. Lab Buddy plans to launch a math education comic in January 2025, so it is important to prepare a strategy for the launch. This research aims to determine the factors that influence parents' purchase intentions towards mathematics educational comics by using the Grounded Theory. The research was conducted qualitatively with semi-structured interviews with 10 parents who have children in grade 1 to 3 of elementary school using a purposive sampling method. The results show that the characteristics of teaching are seen from the frequency, duration and attributes of parents. In addition, the factors that influence parents' purchase intentions are Positive Impression of Educational Comics, Exploration of Alternative Learning Method, Awareness of the Importance of Education, Influence of Other Opinion, Purchasing Decision Making Process, Selection Process for Purchasing Educational Comic, Product Quality, Accessibility, Ease of Language and Compact, Additional Help, Price Preferences, and Long-Term Investment. The results of this research can be used as a basis for determining business strategies and implementation that can be implemented in the future.