ANALISIS FAKTOR – FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN ULANG JASA ENGLISH COURSE (Studi Kasus Pada Konsumen ILP English Course Semarang)

Abstract

Englishisan internationallanguagewhich is nowmore and moreinneed.With the growingneed forEnglish, weshouldbe ableto mastertheEnglish language. There are variouswaysto mastertheinternationallanguage, one of them istofollow thecourse ofthe English language. One of theEnglisheducational institutionsinIndonesiais an InternationalLanguage Programsor often calledorknown asILP. With the growingneedsof itscustomersto theEnglish languagecourseEnglish languageeducationinstitutionswill be many more. HoweverILPtotalgross revenuein 2010and2011 decreased, increasedin 2012and decreased againin 2013.The decline intotalgross revenueisexpected becausethere arefactors that influenceitsconsumers do not makepurchasing decisionsonthe institutionof theEnglish language. Therefore the aimofthis study was toanalyzefactors that influenceconsumers in makingpurchasing decisionsonEnglish languageeducationinstitutionsservices. The populationin questionin this researchis that consumersILPEnglish CourseSemarang. The sample inthis study ismostconsumersILPEnglish CourseSemarang, amounting to 120people. Datatypeisprimary. Methods of data collectionusingquestionnaires. The analysis technique usedis multiple regressionwithpreviouslytestedthevalidity test, reliability testand theclassical assumption. The results ofthe analysis usingregressionshows that: Pricing,Quality Service,brand image, facilities, brand trustandsatisfactionpositive and significant impacton purchasing decisionsonILPEnglish CourseinSemarang, but thelocation factorsandthe promotion is nota significant influenceon thepurchase decisionThere-institution of theEnglish language.