Investigasi Citra Merek Dan Motivasi Terhadap Keputusan Mengikuti Kursus Intensif Bahasa Inggris Di Masa Pandemi

IN

  • Ronald Maraden Parlindungan Silalahi Bahasa Inggris; Universitas Bunda Mulia
  • Michael Christian Manajemen; Universitas Bunda Mulia
  • Fabianus Fensi Ilmu Komunikasi; Universitas Bunda Mulia
  • Glisina Dwinoor Rembulan Teknik Industri; Universitas Bunda Mulia

Abstract

Abstrak: Lembaga-lembaga kursus dan para peminat kursus harus melakukan penyesuian dengan kondisi pandemic Covid 19. Penelitian ini diarahkan dan mencoba melihat faktor yang memengaruhi peminat mengambil program bahasa Inggris intensif pada masa pandemi COVID-19. Tujuanya adalah (1) menggambarkan proses pengambilan keputusan calon konsumen (siswa), peminat kursus bahasa Inggris untuk membeli program bahasa Inggris insentif di lembaga bahasa Inggris di Jakarta serta (2) untuk mengidentifikasi faktor yang bersifat influensial terhadap keputusan membeli program intensif tersebut. Untuk mencapai tujuan tersebut penelitian kuantitatif dengan pemodelan struktural melalui Partial Least Square (PLS-SEM) digunakan sebagai alat analisis. Adapun ukuran sampel pada penelitian ini antara 130 sampai dengan 260. Penelitian ini menunjukkan bahwa Brand Image yang paling mempengaruhi keputusan untuk membeli program insetif kursus bahasa Inggris adalah kemampuan para pengajar tempat kursus, dan kurikulum yang dimiliki. Penelitian ini menunjukkan bahwa walaupun kondisi sosial ekonomi selama pandemi ini memiliki dampak bagi institusi pengajaran bahasa Inggris, namun peluang bagi pelaku usaha tempat kursus dapat melakukan penyesuaian dalam metode pembelajaran dan biaya agar dapat lebih menarik minat calon peserta.
 
Kata kunci: Bahasa Inggris, Intensif, Lembaga kursus, Kputusan membeli, Proses pembelian.
 
Abstract: Course institutions and course enthusiasts must make adjustments to the conditions of the Covid 19 pandemic. This research is directed and tries to look at the factors that influence enthusiasts to take intensive English programs during the COVID-19 pandemic. The objectives are (1) to describe the decision-making process of prospective consumers (students), interested in English courses to buy an incentive English program at an English language institution in Jakarta and (2) to identify factors that are influential in the decision to buy the intensive program. To achieve this objective, quantitative research with structural modeling through Partial Least Square (PLS-SEM) is used as an analytical tool. The sample size in this study is between 130 to 260. This study shows that the Brand Image that most influences the decision to purchase an English language incentive program is the ability of the instructors at the course, and the curriculum they have. This research shows that although socioeconomic conditions during this pandemic have had an impact on English language teaching institutions, there are opportunities for business actors where courses can make adjustments in learning methods and costs in order to attract more potential participants.
 
Keywords: English, Intensive, Course institutions, Buying decisions, Purchasing process.

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Published
2021-12-29
How to Cite
SILALAHI, Ronald Maraden Parlindungan et al. Investigasi Citra Merek Dan Motivasi Terhadap Keputusan Mengikuti Kursus Intensif Bahasa Inggris Di Masa Pandemi. JURNAL ADMINISTRASI KANTOR, [S.l.], v. 9, n. 2, p. 209-222, dec. 2021. ISSN 2527-9769. Available at: <https://ejournal-binainsani.ac.id/index.php/JAK/article/view/1619>. Date accessed: 05 july 2022. doi: https://doi.org/10.51211/jak.v9i2.1619.