CONSUMERS’ PREFERENCE ANALYSIS TOWARDS ENGLISH COURSES IN BANDUNG (A STUDY ON HIGH-SCHOOL STUDENTS IN BANDUNG)
DOI:
https://doi.org/10.29121/granthaalayah.v3.i11.2015.2922Keywords:
Conjoint Analysis, Consumer Behavior, Consumer Preference, Senior High School StudentsAbstract [English]
This study examines the consumer preferences of English Course in Bandung. The object of this study are English courses in Bandung with the attributes of teaching methods, location, number of students, and the type of program. This study examines the attributes that the most considered by consumers in choosing an English Course in Bandung and also can provide a recommendation for an English Course in Bandung related to offering the course as desired by the consumer. This type of research used in this study is a descriptive study using quantitative methods. The population in this study are students in senior high school in Bandung with samples taken 100 respondents using purposive sampling technique. Data analysis techniques used in this study is conjoint analysis to obtain a utility score and importance score that of the scores can be deduced about what the most is considered by consumer in selecting a product. The results from this study were obtained importance score from level which affecting consumer preferences on an English Course in Bandung. The highest attribute is the type of program (50.65%) with a level of Conversation Class (0.162). The second is the attribute of the number of students (23.49%) with a rate of 10-20 people per class (0.092). The third is the location attribute with a level close to the school (0.054). Last attribute is a teaching method (11.26%) with expert faculty level (0.051).
Downloads
References
Abdullah, ThamrindanTantri Francis. (2012). ManajemenPemasaran. (1). Depok : PT Raja GrafindoPersada.
Dantes, Nyoman. (2012). MetodePenelitian. Yogyakarta : C.V Andi Offset.
Darmawan, Deni. (2013). MetodePenelitianKuantitatif. (1). Bandung : PT RemajaRosdakarya.
Elbert, Ronald J. ; Griffin, Ricky W. (2009). Business. New Jersey: Prentice – Hall
Ef.co.id. (2015). BeragamKursus Bahasa Inggris di EF. Didapatdari : http://www.ef.co.id/englishfirst/default.aspx
Gaspersz, Vincent. (2011). EkonomiManajerial. Jakarta : PT NiagaSwadaya.
Hair, J.F., et al. (2010). Multivariate data analysis. (7th edition). New Jersey : Pearson Education Inc.
Hartono, Jogiyanto. (2012). MetodologiPenelitianBisnis. (1). Yogyakarta : BPFE.
Infokursus.net. (2015). RekapJumlahJenisKursus. Didapatdari : http://www.infokursus.net/sie/rekap-jenkur.php?prop=02&x=23&y=12
Ilp.co.id. (2015). Programs. Didapatdari : http://www.ilp.co.id/
Kolawole, C. O. (1998). Linguistic Inputs and Three Models of Presentation as Determinants of Students’ Achievement in Senior Schools Easy Writing. Unpublished. Ph.D. Dissertations, University of Ibadan.
Kotler, Philip; Kevin, Lane Keller. (2009). ManajemenPemasaranedisi 12 jilid 1. Jakarta :Erlangga.
Kotler, Philip; Kevin, Lane Keller. (2009). ManajemenPemasaranedisi 12 jilid 2. Jakarta :Erlangga.
Kotler, Philip; Kevin, Lane Keller. (2009). ManajemenPemasaranedisi 13 jilid 1. Jakarta :Erlangga.
Lia.co.id. (2015). Program Belajar Bahasa Inggris. Didapatdari : http://lia.co.id/index.php/program-belajar/bahasa-inggris.html
Lupiyoadi, Rambat. (2013). ManajemenPemasaranJasa. Jakarta :SalembaEmpat.
Moogan, Yvonne J; Baron, Steve; Bainbridge, Steve. (2001). Timings and trade-offs in the marketing of higher education courses: a conjoint approach. 19(3), 179-187. Marketing Intelligence and Planning Journal. DOI: https://doi.org/10.1108/02634500110391726
Mothersbough, David; Hawkins, Delbert. (2010). Consumer Behavior, Building Marketing Strategy: Eleventh Edition, Mc.Graw.Hill International Edition
Nitisusastro, Mulyadi. (2012). PerilakuKonsumendalamPerspektifKewirausahaan. (1). Bandung :Alfabeta.
Peter, Paul J; Olson, Jerry C. (2013). PerilakuKonsumen&StrategiPemasaran. Edisi Sembilan. Jakarta :SalembaEmpat.
Sanusi, Anwar. (2011). MetodologiPenelitianBisnis. Jakarta :SalembaEmpat.
Schneider, W, Edgar. (2003) . English Around the World. United States :O”Reilly Media.
Supranto, J. (2010). AnalisisMultivariatArti&Interpretasi. (2). Jakarta :PT.RinekaCipta.
Tbi.co.id. (2015). Kursus-kursus Kami. Didapatdari : http://www.tbi.co.id/id/kursus-kursus-kami
Tjiptono, Fandy. (2011). PemasaranJasa. Malang :Bayumedia.
Umar, Husein. (2013). MetodePenelitianuntukSkripsidanTesisBisnis. Jakarta :RajagrafindoPersada.
Zikmund, William. (2010). Business Research Method (8th Ed.). Canada :Cengange Learning.
Downloads
Published
How to Cite
Issue
Section
License
With the licence CC-BY, authors retain the copyright, allowing anyone to download, reuse, re-print, modify, distribute, and/or copy their contribution. The work must be properly attributed to its author.
It is not necessary to ask for further permission from the author or journal board.
This journal provides immediate open access to its content on the principle that making research freely available to the public supports a greater global exchange of knowledge.