Abstract
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).
Highlights
Along with the development of economy and technology in the world, borders between countries seem to be of no consequence
Based on the results conducted through its 100 respondents – consisting of high-school students – learning English in Bandung, they are as the following: 1) The Conjoint’s analysis indicates that high-school students prefer to study English in a conversation class that has[10,11,12,13,14,15,16,17,18,19,20] students in the classroom, where its location is near school and its teaching method uses experts
2) Based on the Conjoint’s analysis, the most important factors of that high-school students consider in choosing an English course is the type of program that it offers, the total students in the classroom, the location and the teaching method
Summary
Along with the development of economy and technology in the world, borders between countries seem to be of no consequence. Nowadays, where people from almost every country work together in many areas. English is currently an international language because it is used in almost every country in the world, and to the Indonesians, it has a great importance in the era of globalization as it helps to compete. There are many ways in order to learn the language, one of which is to follow courses that are tailored to the customers’ needs. As the need to learn English increases, so does the competition between one courses to another. English courses is the second highest after Computer lessons in which it proves that people’s interest to hone their language proficiency is high
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