FACTORS INFLUENCING PARENT’S INTENTION TO PURCHASE EDUCATIONAL MATHEMATICS COMICS By Tarisa Andika Putri 19221050 Bachelor of Entrepreneurship Program School of Business and Management Institut Teknologi Bandung 2024 i This page is intentionally left blank. ii FACTORS INFLUENCING PARENT’S INTENTION TO PURCHASE EDUCATIONAL MATHEMATICS COMICS Tarisa Andika Putri (19221050) Undergraduate School of Business and Management Institut Teknologi Bandung 2024 Supervisor: Dr.Sri Herliana, SP., Msi ABSTRACT 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. Keywords: Children's Mathematics Educational Comics, Purchase Intention, Product, Impression, Grounded Theory, Education iii This page is intentionally left blank. iv FAKTOR-FAKTOR YANG MEMPENGARUHI NIAT ORANG TUA MEMBELI KOMIK EDUKASI MATEMATIKA Tarisa Andika Putri (19221050) Program Studi Sarjana Bisnis dan Manajemen Institut Teknologi Bandung 2024 Supervisor: Dr.Sri Herliana, SP., MSi ABSTRAKSI Pendidikan di Indonesia terkhusus keahlian dalam matematika masih jauh tertinggal, dengan Trends in International Mathematics and Science Study (TIMSS), menunjukkan hanya 18% dari 14.000 siswa yang mencapai kemahiran matematika minimal tingkat 2. Pentingnya memantapkan prinsip dasar belajar anak sehingga bisa berpartisipasi dalam pendidikan masa depan, dengan menerapkan metode yang inovatif dan menarik yaitu komik edukasi matematika. Lab Buddy berencana untuk meluncurkan komik edukasi matematika pada bulan Januari 2025, maka dari itu penting untuk menyiapkan strategi untuk peluncuran. Penelitian ini bertujuan untuk mengetahui faktor yang mempengaruhi niat beli orang tua terhadap komik edukasi matematika dengan menggunakan teori yang didasarkan data. Penelitian dilakukan secara kualitatif dengan wawancara semi terstruktur kepada 10 orang tua yang memiliki anak kelas 1 sampai 3 Sekolah Dasar dengan metode purposive sampling. Hasil menunjukkan, karakteristik dalam mengajar yang dilihat dari frekuensi, durasi, dan atribut dari orang tua. Selain itu, faktor yang mempengaruhi niat beli orang tua adalah Kesan Positif Komik Edukasi, Eksplorasi Metode Pembelajaran Alternatif, Kesadaran akan Pentingnya Pendidikan, Pengaruh Pendapat Lain, Proses Pengambilan Keputusan Pembelian, Proses Seleksi Pembelian Komik Edukasi, Kualitas Produk, Aksesibilitas, Kemudahan Bahasa dan Ringkas, Bantuan Tambahan, Preferensi Harga, dan Investasi Jangka Panjang. Hasil penelitian ini bisa digunakan untuk landasan menentukan strategi dan implementasi bisnis yang dapat diterapkan kedepannya. Kata Kunci: Komik Edukasi Matematika Anak, Niat Membeli, Produk, Kesan, Grounded Theory, Pendidikan v APPROVAL PAGE FACTORS INFLUENCING PARENT’S INTENTION TO PURCHASE EDUCATIONAL MATHEMATICS COMICS By Tarisa Andika Putri ID No: 19221050 A Final Project in Partial Fulfillment of the Requirement for the Degree of Bachelor of Entrepreneurship Bachelor Program of Management School of Business and Management Institut Teknologi Bandung 24 Juli 2024 Approved By __________________________ Dr. Sri Herliana, SP., Msi NIP.