Factors that affect Surabaya people in choosing an english course for international preparation test
| Main Author: | STEFFI JONATHAN |
|---|---|
| Terbitan: |
Universitas Kristen Petra
, 2010
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| Subjects: | |
| Online Access: |
http://dewey.petra.ac.id/catalog/ft_detail.php?knokat=18666 |
Daftar Isi:
- This research is purposed to identify the factors of consumer buying decision toward joining an English course for international test preparation (TOEFL, IELTS, and so on). The consumer buying decision is analyzed by marketing and non-marketing stimuli. The research is done in Surabaya in four English courses for international test preparation by distributing 120 questionnaires (30 each) in order to get non probability - purposive sampling. Each respondent was asked to determine the preference by choosing from very disagree to very agree of five alternatives of Likert scale. Primary data is collected and analyzed using the Factor Analysis. The result of this research concludes that there are eleven groups of factors affecting the choice of Surabaya people toward an English course for international test preparation, that is, quality of advertisement, class ambience, below the line promotion, people, affordability, personal, psychology, social, characteristics of core people, process, and product benefit.