MINI RESEARCE PROPOSAL

( Analysis of Custumer Preference in Selecting Language Course

Institutions )

English Business Courses

Supporting Lecturer : Ivo Selvia Agusti SE., M.Si

By Group 1

1. Ahmad Kahfi ( 7203143032 )

2. Amirah Nabila Sakinah ( 7202443005 )
3. Desy Kristiani Silaen ( 7203143012 )
4. Juwita Fransiska Br Pakpahan ( 7203343005 )
5. Rizky Marganda Siahaan ( 7203143006 )
6. Tri Sara Sijabat ( 7203143010 )

Business Education Study Program B

FACULTY OF ECONOMICS
MEDAN STATE UNIVERSITY
MEDAN
 2020
FOREWORD

Praise and Gratitude to the Presence of God Almighty, because thanks to

the abundance of His Grace and Blessings, I can organize this mini research
task properly, and on time.

I realize that there are still many basic flaws in this paper. Therefore, I
invite readers to provide suggestions and criticism that can build me up. I
really hope that constructive criticism from readers will improve the next
assignment.

Finally, I hope that the assignment that I have created can benefit all of us
and can give more value to the learning process of the “English Business”
course.
 TABLE OF CONTENTS

Foreword ............ .......... .......... .......... .......... .......... .......... .......... .......... .......... i
Daftar Isi .......... .......... .......... .......... .......... .......... .......... .......... .......... ............ ii
CHAPTER I PRELIMINARY ............ .......... .......... .......... .......... .......... .......... 1
A. Background ............ .......... .......... .......... .......... .......... .......... .......... .......... ...... 1
B. Problem Formulation ............ .......... .......... .......... .......... .......... ......... ......... 1
C. Research Objectives ............ .......... .......... .......... .......... .......... .......... .......... 1
CHAPTER II LITERATURE REVIEW ............ .......... .......... .......... .......... .... 2
A. Learning English Through English Courses .......... .......... .......... ........... 2
B. Consumer Behavior ............ .......... .......... .......... .......... .......... .......... ........... 2
C. Consumer Behavior Model ............ .......... .......... .......... .......... .......... ........ 2
D. Consumer Preferences ............ .......... .......... .......... .......... .......... .......... ...... 2
E. Step for Forming Preference ............ .......... .......... .......... .......... .......... ..... 2
F. Product / Service Atributes ............ .......... .......... .......... .......... .......... ...... 3
CHAPTER III RESEARCH METHODS .......... .......... .......... .......... .......... ..... 4
A. Type of Research ............ .......... .......... .......... .......... .......... .......... .......... ..... 4
B. Object and Time of Research ............ .......... .......... .......... .......... .......... .... 4
C. Data Collection Techniques ............ .......... .......... .......... .......... .......... ....... 4
D. Data Analysis Techniques ............ .......... .......... .......... .......... .......... ......... 4
CHAPTER IV RESEARCH RESULTS AND DISCUSSION .......... .......... ....... 6
CHAPTER V CONCLUSION AND SUGGESTIONS .......... .......... .......... ........ 8
A. Conclusion ............ .......... .......... .......... .......... .......... .......... .......... .......... ........ 8
B. Suggestions ............ .......... .......... .......... .......... .......... .......... .......... ......... ....... 8
BIBLIOGRAPHY ............ .......... .......... .......... .......... .......... .......... .......... ...... 10
 CHAPTER 1
PRELIMINARY

A. Background

The need for proficiency in English can be met the existence of an

educational process, both formal and non-formal. At this time, many
individuals then switch to course institutions as non-formal educational
institutions which is expected to support the English language material.
Of the many choices of existing courses and the variety of facilities as well
different services from the place of the course then this makes the
consumer
Have alternative choices that make them more selective in choosing. The
party from the tutoring center must be able to know what attributes are
obtained meet the preferences preferred by consumers.
Based on research conducted by Al Basya et al. (2018), attribute for English
course institutions, namely Teaching Method, Number of Students, Type
Programs, Prices and Lecturers. Therefore, the researcher adopted the
attributes in this study to determine consumer preferences in choosing
English course institute.

B. Problem Formulation

Based on the description of the research background, the research question

These are as follows:
1. What is the combination of attributes of the English course places that
consumers like?
2. What attributes of the English course are the most dominant consumer?
3. Which attribute is most important to consumers?

C. Research Objectives

The objectives of this study are as follows:

1. To find out the combination of attributes of the preferred English course
place consumer.
2. To find out the most dominant attributes of the English language course
liked by the public.
3. To determine the level of importance of the attributes of the English
course.

CHAPTER II
LITERATURE REVIEW

A. Learning English through English Courses

Language course English is designed to help students study, do research, or

Teaching in English, usually in a university or post-school setting other
intermediate. Such courses can prepare students to take tests like TOEFL or
IELTS, they can prepare students to earn handle the demands of listening,
speaking, reading and writing in courses academic, and can also discuss
study skills.

B. Consumer Behavior

In choosing consumer English courses choose, buy, use a product or service

to select, use products, services, experiences to their liking.

C. Consumer Behavior Model

There are three factors at play consumer choice, especially in choosing

English courses, namely consumers influenced by the need to conduct
English courses, influenced environment and marketing strategies that
attract consumers.

D. Consumer Preferences

Consumer preferences indicate the product consumer favorites that come

from a wide selection of existing products, levels liking is seen from one
attribute to another. Preference is very important in decide to make a
purchase and in deciding what to buy.

E. Steps for Forming Preferences

Consumer preferences emerge in the alternative evaluation stage of the

process buying decision. Alternative evaluation is stage of the process
consumers make purchasing decisions using information to evaluate
alternative brands in the choice pool. Consumer shape preferences among
brands in the choice set and can also shape the intention to buy the most
preferred brand.

F. Product / service attributes

A product is something that can be offered to the market to fulfill a desire

or needs, including physical goods, services, experiences, events, people,
places, property, organization, information, and ideas. Based on this
research examining the course institute English which is in the form of
services, then below is the definition of services.
 CHAPTER III
RESEARCH METHODS

A. Type of Research
This research uses quantitative methods, and is based on its objectives
included in the type of descriptive research, namely to find out preferences
Consumers in choosing English courses.

B. Object and Time of Research

This study aims to determine the analysis of consumer preferences in
choose an English course institute in Indonesia. The writing of this study is
limited on the research object, namely the English course institute. Time
and period this research started in November 2020.

C. Data Collection Techniques

In this study the authors used a non-propability sampling technique. In this
type of non-propability sampling for sampling is purposive sampling.
According to Indrawati (2015: 170) says that the technique is purposive
sampling is used to select members of a particular sample who are
deliberate by researchers, because only the sample represents or can
provide information to answer research problems. From the results of
calculations using Bernaulli’s formula, the sample that can be taken is 385
then the results are obtained respondents are 405 respondents who are
consumers of language course services English in Indonesia.

D. Data Analysis Techniques

The data analysis technique used in this research is analysis Conjoin,
According to Yusran and Hermawan (2017: 149) conjoint analysis
techniques is defined as the statistical method used to measure the
combination correlations of one variable with another scaled (ordinal)
variable. To analyzing combinations of product attributes and assessing
consumer respondents, Researchers will use conjoint analysis techniques
with the help of statistical applications Package for Social Sciences (SPSS).
The attributes used in the research are based on his research Al Basya
(2019), namely: Teaching Method, Number of Students, Type of Program,
Price, and Teacher.
In this study the authors used 5 attributes with 15 levels. Then the possible
stimuli are 3x3x3x3x3 = 243. According to Hair et al. (2014: 370) from
these results the number of stimuli that are likely to appear too a lot, then it
can be reduced by the formula:
Minimum number of Stimuli = Number of levels – Number of attributes + 1
= 15 – 5 + 1
= 11
While the calculation of stimuli using SPSS with the Orthogonal method
The design resulted in 15 stimuli. Of all these stimuli are all used because
The combination still makes sense.
 CHAPTER IV
RESEARCH RESULTS AND DISCUSSION

From the results of the questionnaire data, as many as 405 respondents

obtained research results to decide consumer preferences in choosing an
English course. Data complete can be seen in the following table:

If the attribute has a large value, the attribute has a higher value
increasingly important and increasingly considered by consumers when
deciding their choice in accordance with their wishes in a product. So from
table 2.
It can be seen that the highest importance value is owned by the method
attribute teaching with an importance value of 21.90%, and the latter is
found in program type attribute with importance value of 17.23%.
The utility / utility value is the result value of each respondent’s opinion
Expressed as numbers 1 to 5, and form the basis of conjoint calculations
(Santoso, 2017: 280). This utility value can show the consumer’s favorite
value against an attribute level of the English course. From table 3, it can be
seen that the highest utility value is the number of students at the attribute
level <15 students with a utility value of 0.218 and the last one is at the
attribute level of 100% expert tutors on the attribute of the teaching staff
have a utility value of 0.052.
Shows that the attribute combination is most favored by consumers are
teaching methods of presentation and learning games, number students as
many as <15 students, type of regular program, price of <Rp. 1,000,000 and
The teaching staff is 100% Native Speaker, it can be said that the attributes
and the combination of attributes of stimuli 13 is a very ideal combination.

CHAPTER V
CONCLUSIONS AND SUGGESTIONS

A. Conclusion

Based on the results of research on the analysis of consumer preferences in

Choosing an English course institute, the authors conclude:
The combination of attributes most preferred by consumers in terms of the
stimuli has the highest score. In this study, the highest score belonged to
stimuli 13 with a combination of attributes, namely presentation and game
teaching methods learning, the number of students is <15 students, the
type of regular program, the price is <Rp. 1,000,000 and the teaching staff
is 100% Native Speaker.

In this study, the attribute level that has the highest utility value is the
number of students is at the attribute level <15 students with a utility value
of 0.218. These results indicate that consumers prefer and want
institutions English language courses with a total of <15 students.

The attribute of the teaching method is the most important attribute with
value 21.90%. This shows that consumers are very concerned and consider
teaching methods in selecting a course institution English.

B. Suggestions
1. Practical Aspects
Based on the conclusion above, it can be seen that the attribute
combination of stimuli 13 is a very ideal combination, it is recommended
that parties from
English course institutions can use this teaching method presentation and
learning games in teaching and learning activities, can form a class with a
total of <15 students, offers a type of program namely regular, providing a
course price of <Rp. 1,000,000 and providing teaching staff for learning
English, namely teachers who are 100% is a native speaker.

The English course institutions need to pay attention to the attribute level
Especially at the level of the number of students because consumers prefer
and Want students in a smaller number of classes. And also attributes
teaching methods because those attributes are the ones most considered
by consumers in choosing course institutions. Therefore, the course
institution must pay more attention to these attributes because it is very
liked and considered most importantly by consumers.

2. Theoretical Aspects
To be able to develop science and further research, that advice researchers
give are similar studies at regular intervals, as they coincide
As time goes by and the progress of the times, consumer needs can change
Change so that similar research is needed in the future.
 BIBLIOGRAPHY

Tamara Yutika Budiarti, 2020. Analisis Customer Preference Dalam

Memilih Lembaga Kursus Bahasa Inggris. Jurnal Mitra Manajemen. Vol. 4
(6)