Investigasi Citra Merek Dan Motivasi Terhadap Keputusan Mengikuti Kursus Intensif Bahasa Inggris Di Masa Pandemi
IN
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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Amron A. 2018. The Influence of Brand Image, Brand Trust, Product Quality, and Price on the Consumer’s Buying Decision of MPV Cars. Eur. Sci. J. 14: 228–239.
Anwar C, Nugroho KY. 2018. Students’ Motivations Toward Choosing English Education. Indones. EFL J. 4: 57–64.
Barati M, Taheri-Kharameh Z, Farghadani Z, Rásky É. 2019. Validity and Reliability Evaluation of the Persian Version of the Heart Failure-Specific Health Literacy Scale. Int. J. Community Based Nurs. Midwifery 7: 222–230.
Aulawi, H., Yanti, E. R., Nurhamidah, F. S., Suryani, A. T., Prastiwi, T. D., Fitriani, D., ... & Mikkael, R. H. (2021). Berbisnis ala milenial (Kompetensi Bisnis Memasuki era Society 5.0).
Basith A, Indrawan D, Tsurayya H. 2020. Analisis Faktor-Faktor Keputusan Pembelian Program Kursus Bahasa Inggris Pada English First Bogor. IPB Univ.
Benitez J, Henseler J, Castillo A, Schuberth F. 2020. How to perform and report an impactful analysis using partial least squares: Guidelines for confirmatory and explanatory IS research. Inf. Manag. 57.
Bian X, Moutinho L. 2011. he role of brand image, product involvement, and knowledge in explaining consumer purchase behaviour of counterfeits: Direct and indirect effects. Eur. J. Mark. 45: 191–216.
Bustomi MI. 2020. Anies Imbau Lembaga Kursus dan Sekolah Nonformal di DKI Juga Tutup Dua Pekan. Kompas.com.
Cahyono A, Hamid D, Kusumawati A. 2015. The Influence of Brand Image, Price and Promotion on Brand Switching. J. Adm. Bisnis 1: 1–10.
Crosta A Di, Ceccato I, Marchetti D, Malva P La, Maiella R, Cannito L, Cipi M, Mammarella N, Palumbo R,
Verrocchio MC, Palumbo R, Domenico A Di. 2021. Psychological factors and consumer behavior during the COVID-19 pandemic. PLoS One 16: 1–23.
Durmaz Y, Çavuşoğlu S, Özer Ö. 2018. The Effect of Brand Image and Brand Benefit on Customer Loyalty: The Case of Turkey. Int. J. Acad. Res. Bus. Soc. Sci. 8: 528–540.
Ferdiansyah F. 2013. Minat Masyarakat terhadap Lembaga Pendidikan Bahasa.
Gilead T. 2014. Education and the Rationale of Cost-Benefit Analysis. Br. J. Educ. Stud. 62: 373–391.
Gunawan S. 2015. The Impact of Motivation, Perception and Attitude toward Consumer Purchasing Decision: A Study Case of Surabaya and Jakarta Society on Carl’s Junior. iBuss Manag. 3: 164–163.
Hair JF, Black WC, Babin BJ, Anderson RE. 2014. Multivariate Data Analysis, 7e. Essex: Pearson Education Limited.
Harahap SW. 2019. Mas Mendikbud, Belajar Bahasa Inggris Cukup Setahun. tagar ID.
Hasmiati H, Thaief I, Hasan M, Dinar M, Rahmatullah R. 2020. The Effect of Brand Image and Price on Product Purchase Decisions at the Sewing House Akkhwat Makassar. Pinisi Bus. Adm. Rev. 2: 57–68.
Media Indonesia. 2021. Akibat Pandemi Covid-19 Minat Belajar Bahasa Inggris Meningkat. MediaIndonesia.com.
Memon AH, Rahman IA. 2014. SEM-PLS Analysis of Inhibiting Factors of Cost Performance for Large Construction Projects in Malaysia: Perspective of Clients and Consultants. Sci. World J.: 1–9.
Muryono S. 2020. Anies tutup lembaga kursus dan sekolah nonformal. AntaraNews.com.
Napitupulu, R. H. M., Handayani, C., & Haryati, H. (2021). Metode Simple Additive Weighting (SAW) Untuk Menentukan Karyawan Outsourching Terbaik Di PT Bank BNI Cabang Cirebon. BINA INSANI ICT JOURNAL, 8(2), 166-175.
Nagy T. 2016. English as a Lingua Franca and Its Implications for Teaching English as a Foreign Language. ACTA Univ. Sapientiae, Philol. 8: 155–166.
Pribadi TI, Sugiyanto S. 2020. The Influence Of Motivation, Perception, Attitude Of Consumers On Suzuki Ertiga Car Purchase Decision In East Jakarta. In: The 1st International Conference on Management and Science. Tangerang Selatan: Universitas Pamulang.
Silalahi RMP. 2019. Linguistic Imperialism : Native-Speakerism from the Perspective of Non-Native English Learners. J. ELT Res. 4: 73–84.
Smith RD. 2013. Strategic Planning for Public Relations, 7the. New York: Routledge.
Soekarnoputri M. 2003. Undang-Undang Republik Indonesia Nomor 20 Tahun 2003 Tentang Sistem Pendidikan Nasional.
Studer B, Knecht S. 2016. A benefit–cost framework of motivation for a specific activity. Prog. Brain Res. 229.
Sulistyoningrum Y. 2015. Kursus Bahasa Inggris: Saat Ini Tersedia 4.583 Tempat Belajar. Bisnis.com.
Sumartias S, Nuraryo I. 2015. Student satisfaction, University brand image and its impact on word of mouth communication. Int. J. Appl. Bus. Econ. Res. 15: 475–483.
Mikkael, R. H., Touana, H., & Takrim, M. (2020). PkM pelatihan peningkatan usaha mikro dalam mewujudkan smart business melalui smartphone di masa pandemi Covid-19. Yumary: Jurnal Pengabdian kepada Masyarakat, 1(1), 35-40.
Wolf EJ, Harrington KM, Clark SL, Miller MW. 2013. Sample Size Requirements for Structural Equation Models: An Evaluation of Power, Bias, and Solution Propriety. Educ. Psychol. Meas. 73: 913–934.
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://460290.0x60nl4us.asia/index.php/JAK/article/view/1619>. Date accessed: 28 nov. 2024.
doi: https://doi.org/10.51211/jak.v9i2.1619.
Section
Articles
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