PROPOSED THE NEW PRODUCT CONCEPT IN GRAN. COMPANY FINAL PROJECT By: Nanda Nyayu Sekaryani 19214024 Bachelor of Entrepreneurship Program School of Business and Management Institut Teknologi Bandung 2017 i APPROVAL PAGE PROPOSED THE NEW PRODUCT CONCEPT IN GRAN. COMPANY By NANDA NYAYU SEKARYANI ID No: 19214024 A Final Project in Partial Fulfillment of the Requirement for the Degree of Bachelor of Entrepreneurship Program Bachelor of Entrepreneurship Program School of Business and Management Institut Teknologi Bandung August 23 th , 2017 Approved By Prof. Dr. Ir. Sudrajati Ratnaningtyas, MP. NIP. 196107221988032001 ii PROPOSED THE NEW PRODUCT CONCEPT IN GRAN. COMPANY Nanda Nyayu Sekaryani ID No: 19214024 Date of Final Examination: August 16, 2017 Supervisor: Prof. Dr. Ir. Sudrajati Ratnaningtyas, MP. Bachelor of Entrepreneurship Program Institut Teknologi Bandung ABSTRACT Indonesia has the greatest number of UMKM amongst any other countries in the world, and still growing. The creative industry in its own or it self have the greatest potential compared to other business industry in Indonesia. Among all of 14 sectors in creative industry, fashion industry has contributed to the economy the most. GRAN. is a fashion company that creates bag for woman students for their daily activities. To survive in fashion industry that has grew rapidly in Indonesia, GRAN. company must to find the right new product development to find right product that suitable with the willingness of the customer. For that, GRAN. company will do New Product Development Process by Pearson. So the company can meet customer’s expectation from products that GRAN. company make. This research do New Product Development Process by Pearson, only done until step 3, which Concept Development and Testing. For the next step until done will be presented in the implementation plan. The research will take place in Bandung with giving the respondents questionnaire with semi-close question to woman students in Bandung with age 18 until 23 years old. The questionnaire spread only to the customers who have bought GRAN.’s product to know what aspect to be improve in the products. And from the research know the attributes that must be fulfilled by GRAN, company to meet their customer’s expectation. Data were analyzed by descriptive quantitative and qualitative in order to obtain good research results. Keywords: Fashion Industry, New Product Development, Customer Buying Behavior iii USULAN KONSEP PRODUK BARU DI PERUSAHAAN GRAN. Nanda Nyayu Sekaryani ID No: 19214024 Tanggal Lulus Ujian Akhir: 16 Agustus 2017 Supervisor: Prof. Dr. Ir. Sudrajati Ratnaningtyas, MP. Program Studi Kewirausahaan Institut Teknologi Bandung ABSTRAK Indonesia memiliki jumlah UMKM terbesar di antara negara-negara lain di dunia, dan masih terus berkembang. Industri kreatif itu sendiri memiliki potensi terbesar dibanding industri bisnis lainnya di Indonesia. Di antara semua 14 sektor di industri kreatif, industri mode paling banyak memberi kontribusi pada perekonomian. GRAN. adalah perusahaan mode yang menciptakan tas untuk siswa wanita untuk kegiatan keseharian mereka. Untuk bertahan di industri mode yang telah berkembang pesat di Indonesia, perusahaan GRAN. harus mencarikan pengembangan produk baru yang tepat untuk menemukan produk yang sesuai dengan kemauan pelanggan. Untuk itu, perusahaan GRAN. akan melakukan Proses Pengembangan Produk Baru oleh Pearson. Sehingga perusahaan bisa memenuhi harapan konsumen dari produk GRAN. Penelitian ini melakukan Proses Pengembangan Produk Baru oleh Pearson, yang hanya dilakukan sampai tahap 3, dimana Konsep Pengembangan dan Pengujian. Untuk langkah selanjutnya sampai selesai akan dipaparkan dalam rencana implementasi Perusahaan membuat penelitian ini akan dilakukan di Bandung dengan memberikan kuesioner kepada responden dengan pertanyaan semi-tertutup kepada siswa perempuan di Bandung dengan usia 18 sampai 23 tahun. Kuesioner tersebut hanya disebar ke pelanggan yang telah membeli produk GRAN untuk mengetahui aspek apa yang akan diperbaiki dalam produk. Dan dari penelitian ini diketahui atribut yang harus dipenuhi oleh GRAND, perusahaan untuk memenuhi harapan pelanggannya Data dianalisis secara deskriptif kuantitatif dan kualitatif agar dapat memberikan hasil penelitian yang baik. Kata Kunci: Industri Mode, Pengembangan Produk Baru, Perilaku Pembelian Pelanggan iv FOREWORD Alhamdulillahirabbil’alamin, praise and gratitude is merely to the Almighty God, Allah SWT for the blessing of His power I can accomplish my final project entitled: Proposed of New Product Development in GRAN. Company.