Investigasi Citra Merek Dan Motivasi Terhadap Keputusan Mengikuti Kursus Intensif Bahasa Inggris Di Masa Pandemi

IN

Abstrak

As the international language, the existence of English has begun to be realized by the community. The need to deepen and master English is addressed by curriculum by formal educational institutions and non-formal institutions. The presence of many non-formal institutions that provide English course services illustrates the high public interest in studying English. English is no longer just a language learned because of the demands of academics, business, and careers, but also the ordinary language of people's daily lives (ordinary language). This trend will continue to increase in the times to come, after COVID-19. COVID-19 has affected many aspects, not only the business aspect of English courses but also the adaptation of course enthusiasts, which requires avoiding crowds and face-to-face courses. Course institutions and course enthusiasts must make adjustments to the existing conditions. This research is aimed at identifying Influential factors that influence the decision to enroll in an English intensive program during the COVID-19 pandemic. The objectives are (1) to identify consumer decision-making processes, in this case, English language enthusiasts to purchase incentive English programs at English language course institutions in Jakarta, and (2) to determine the influential factors that influence consumer decisions. This is quantitative research using structural modeling with Partial Least Square (PLS-SEM) as an analytical tool. The size sample is between 130 to 260. This study shows that the Brand Image that most influences the decision to buy an English language incentive program is the instructors' ability at the course and the curriculum they have. This study shows that although socioeconomic conditions during this pandemic have impacted English language teaching institutions, there are opportunities for business actors where courses can make adjustments in learning methods and costs to attract more potential participants.