custom js in bootstrap sub-theme is loaded, works in console, but doesn't actually work in browser
what am I missing that it's not working in the Drupal theme


You're not using proper jQuery Drupal syntax

(function ($) {

     //code starts
     $('p').click(function(){
        alert("hello");
     });
    //code ends

}(jQuery)); 


See Working with JavaScript and jQuery for an in-depth explanation.