MODEL LOYALITAS SISWA: ANALISIS PROMOSI, PRODUK DAN KEPUTUSAN MENDAFTAR (Studi Kasus Lembaga Bimbingan Belajar Griya English Fun Wonosobo Jawa Tengah)

SEPTIAN, HERU EKO (2019) MODEL LOYALITAS SISWA: ANALISIS PROMOSI, PRODUK DAN KEPUTUSAN MENDAFTAR (Studi Kasus Lembaga Bimbingan Belajar Griya English Fun Wonosobo Jawa Tengah). S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Starting the enactment of the ASEAN Economic Community (MEA) at the end of 2015 became a new chapter for Indonesia. This triggered the workforce to improve their English language skills to be even better, this was solely to increase the competitiveness of local human resources with foreign workers, especially from ASEAN. In line with that began to emerge places of English language training or commonly called 'Bimbel' both in rural and urban areas. Griya English Fun is one of the various 'Bimbel' in Wonosobo district that tries to provide English language training services to children ranging from middle school, high school to college students. In the competition in the 'Bimbel' industry, Griya English Fun can be said to experience a decline in the number of students who register there. The researcher tries to examine more deeply what factors influence students in enrolling at Griya English Fun. This type of research is a quantitative study with a field survey method with a total of 178 Griya English Fun's students. While the variables used are promotion and product, the enrollment decision as a mediating variable and student loyalty. The analysis tool used is SEM AMOS. From the results of the study it was found that promotional variables and products had a positive and significant effect on students' enrollment decision at Griya English Fun. Promotions and products also have a positive and significant effect on student loyalty. Whereas the other findings are the enrollment decision at Griya English Fun also to have a positive and significant effect on student loyalty. Keyword: Promotion, Programs, Buying decision, Loyalty Mulai diberlakukannya Masyarakat Ekonomi ASEAN (MEA) diakhir tahun 2015 lalu menjadi babak baru bagi Indonesia. Hal ini memicu para tenaga kerja untuk meningkatkan kemampuan berbahasa Inggrisnya agar lebih baik lagi, hal tersebut semata-mata untuk meningkatkan daya saing SDM lokal dengan tenaga kerja asing khususnya dari ASEAN. Sejalan dengan itu mulai bermunculan tempattempat pelatihan Bahasa Inggris atau biasa disebut dengan Bimbel baik di pedesaan maupun di perkotaan. Griya English Fun adalah salah satu diantara beragam Bimbel yang ada di kabupaten Wonosobo yang mencoba untuk memberikan jasa pelatihan Bahasa Inggris kepada anak-anak mulai dari SMP, SMA hingga mahasiswa. Dalam persaingan di industri Bimbel dapat dikatakan Griya English Fun mengalami penurunan jumah siswa yang mendaftar disana. Peneliti mencoba mengkaji lebih dalam mengenai faktor apa saja yang mempengaruhi siswa dalam mendaftar di Griya English Fun. Jenis penelitian ini adalah penelitian kuantitatif dengan metode survey lapangan dengan jumlah responden sebanyak 178 siswa Griya English Fun. Sedangkan variabel yang digunakan adalah promosi dan produk, keputusan mendaftar sebagai variabel mediasi dan loyalitas siswa. Alat analisis yang digunakan yakni SEM AMOS. Dari hasil penelitian didapatkan bahwa variabel promosi dan produk berpengaruh positif dan signifikan terhadap keputusan siswa untuk mendaftar di Griya English Fun. Promosi dan produk juga berpengaruh positif dan signifikan terhadap loyalitas siswa. Sedangkan temuan lainnya adalah keputusan siswa mendaftar di Griya English Fun juga berpengaruh positif dan signifikan terhadap loyalitas siswa. Kata Kunci: MEA, Promosi, Produk, Keputusan Pembelian, Loyalitas

Item Type: Thesis (S2)
Call Number: TM/51/19/116
NIM: 55116120219
Uncontrolled Keywords: MEA, Promosi, Produk, Keputusan Pembelian, Loyalitas
Subjects: 300 Social Science/Ilmu-ilmu Sosial > 370 Education/Pendidikan
300 Social Science/Ilmu-ilmu Sosial > 370 Education/Pendidikan > 371 Educational Institutions, Schools and Their Activities/Institusi Pendidikan, Sekolah dan Aktifitasnya > 371.3 Methods of Instruction and Study/Metode Belajar Mengajar, Kegiatan Belajar Mengajar
300 Social Science/Ilmu-ilmu Sosial > 370 Education/Pendidikan > 372 Elementary Education/Pendidikan Dasar
300 Social Science/Ilmu-ilmu Sosial > 370 Education/Pendidikan > 372 Elementary Education/Pendidikan Dasar > 372.4 Reading/Membaca, Belajar Membaca
700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi > 747 Interior Decoration/Dekorasi Interior, Desain Interior > 747.7 Decoration of Specific Rooms/Dekorasi Interior Ruang Khusus Lainnya > 747.73 Studies/Ruang Belajar
Divisions: Pascasarjana > Magister Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 05 Sep 2019 02:58
Last Modified: 05 Sep 2019 02:58
URI: http://repository.mercubuana.ac.id/id/eprint/50403

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