CHILD'S STYLE INFLUENCE ON PARENTS BUYING DECISION PROCESS AT NATA DE COCO BEVERAGES PRODUCT IN BANDUNG CITY FINAL PROJECT By Iden Darmawan 19214010 Bachelor of Entrepreneurship Program School of Business and Management Institut Teknologi Bandung 2017 i VALIDATION PAGE CHILD'S STYLE INFLUENCE ON PARENTS BUYING DECISION PROCESS AT NATA DE COCO BEVERAGES PRODUCT IN BANDUNG CITY By: IDEN DARMAWAN ID No: 19214010 A Final Project in Partial Fulfillment Of the Requirement for the Degree of Bachelor of Entrepreneurship Bachelor of Entrepreneurship School of Business and Management Institut Teknologi Bandung Supervisor Rendra Chaerudin, SE., MM. NIP. 111000056 ii ABSTRACT CHILD'S STYLE INFLUENCE ON PARENTS BUYING DECISION PROCESS AT NATA DE COCO BEVERAGES PRODUCT IN BANDUNG CITY Iden Darmawan 19214010 Final Examination Date: 16 th August 2017 Graduation Date: 21 st of October 2017 Bachelor of Entrepreneurship Program School of Business and Management Institut Teknologi Bandung, 2017 Supervisor: Rendra Chaerudin, SE., MM. The coconut industry which utilized as nata de coco's business opportunity becomes one of the buffer of economic growth in Indonesia especially in Bandung. To further support so the benefits of nata de coco products can be perceived by every connoisseur needed a marketing process as a tool for the dealer between producers and consumers. This refers to children as the biggest target market for the nata de coco drink business. This study aims to determine the style of children who can influence the purchase decision of parents to drink nata de coco in Bandung. To achieve this goal secondary data is collected through rigorous literature studies ranging from marketing, child style as an influence, parental purchasing decisions until factors that can influence parental purchasing decisions. Followed by primary data collection through consumer survey is distributed through sampling method in Bandung. This study provides new empirical evidence of child style as an influence consisting of (peading style, persistent style, forceful style, demonstrative style, sugar-coated style, threatening style, and pitty style) influencing parents purchasing decision in Bandung City. Data are collected through online and offline questionnaires and distributed through simple linear methods. Total of 100 questionnaires have been collected and used for the analysis of this research. Analyze simple linear regression which applied to determine the interrelations of different variables in parental purchasing decisions. Empirical results indicate that there is a significant relationship between independent variables (child style as an influence) to the dependent variable (parental purchasing decisions). This research is important for marketers in understanding the effect of child's style on parental purchasing decisions. Keywords: child style, parental purchasing decisions, nata de coco, marketers, producers, consumers, Bandung. iii ABSTRAKSI PENGARUH GAYA ANAK TERHADAP PROSES PEMBELIAN ORANG TUA PADA PRODUK MINUMAN NATA DE COCO DI KOTA BANDUNG Iden Darmawan 19214010 Tanggal Lulus Sidang: 16 Agustus 2017 Tanggal Wisuda: 21 Oktober 2017 Program Studi Sarjana Kewirausahaan Sekolah Bisnis dan Manajemen Institut Teknologi Bandung, 2017 Pembimbing: Rendra Chaerudin, SE., MM. Industri kelapa yang dimanfaatkan sebagai peluang bisnis nata de coco menjadi salah satu penyangga pertumbuhan ekonomi di Indonesia teruatam di Bandung. Untuk mendukung lebih lanjut supaya manfaat produk nata de coco bisa dirasakan oleh setiap penikmatnya diperlukan proses marketing sebagai alat untuk penyalur antara produsen dengan konsumen. Hal ini mengacu pada anak-anak sebagai target pasar terbesar untuk bisnis minuman nata de coco. Penelitian ini bertujuan untuk mengetahui gaya anak yang dapat mempengaruhi keputusan pembelian orang tua terhadap minuman nata de coco di Bandung. Untuk mencapai tujuan ini data sekunder dikumpulkan melalui studi literatur yang ketat mulai dari marketing, gaya anak sebagai pemengaruh, keputusan pembelian orang tua sampai faktor-faktor yang dapat mempengaruhi keputusan pembelian orang tua. Diikuti oleh pengumpulan data primer melalui survei konsumen didistribusikan melalui metode sampling di Kota Bandung. Penelitian ini memberikan bukti empiris baru tentang gaya anak sebagai pemengaruh yang terdiri dari (gaya peading, gaya persistent, gaya forceful, gaya demonstrative, gaya sugar-coated, gaya threatening, dan gaya pitty) mempengaruhi keputusan pembelian orang tua di Kota Bandung. Data dikumpulkan melalui kuesioner online dan offline dan didistribusikan melalui metode mudah sampling. Sebanyak 100 kuesioner telah dikumpulkan dan digunakan untuk analisis penelitian ini. Analisis simpel linear regresi yang diterapkan untuk menentukan keterkaitan variabel yang berbeda dalam keputusan pembelian orang tua. Hasil empiris menunjukkan bahwa ada hubungan yang signifikan antara variabel independen (gaya anak sebagai pemengaruh) terhadap variabel dependen (keputusan pembelian orang tua). Studi ini penting untuk pemasar dalam memahami pengaruh gaya anak terhadap keputusan pembelian orang tua. Kata Kunci: gaya anak, keputusan pembelian orang tua, nata de coco, pemasar, produsen, konsumen, Bandung. iv FOREWORD Praise and gratitude just to Allah SWT who always provide health and fluency to me so this research can be done and complete according to the target to be achieved, also solawat and greetings may always be poured to our Prophet, Muhammad SAW. Through this paper I would like to thank to my guidance lecturers who are very patient in providing their knowledge and guidance which is very useful for this research. I would like also to thank to my friends there are Isnah Karimah, Fikry Aulia, Prian Jaya, who has provided much experience and knowledge for the fluency of this research, as well as my business partner, he is Moch. Abdul Malik who always helped my business trip and my research. Do not forget to all respondents who are willing to help fill out this research questionnaire. May you all get a much bigger good, Aamiin. I want contribute my Bachelor Degree to my father who really wants me to study at Bandung Institute of Technology and also my mother who always give prayer, support and affection when I baby until forever, and also for my beloved family. Without them I would not be able to graduate and get a Bachelor Degree. It was memorable to study at ITB especially SBM-ITB entrepreneurship study program because of the great knowledge and extraordinary experience that I have got ranging from friendship in class until in community activity that is "IMK ARTHA". Thank you to all my colleagues at ITB who gave me the best impression. I realize that this research is far from perfection because of my limited knowledge and experience. Criticisms and suggestions will be helpful to correct any deficiencies. I hope this research can give benefit especially for me and generally for SMEs in Indonesia especially in Bandung which is running beverage business. Thank you. Bandung, 30 August 2017 Iden Darmawan v LIST OF CONTENT VALIDATION PAGE .................................................................................................................... i ABSTRACT ................................................................................................................................... ii ABSTRAKSI ................................................................................................................................ iii FOREWORD ................................................................................................................................ iv LIST OF CONTENT...................................................................................................................... v LIST OF TABLES ......................................................................................................................