Analisis Faktor-Faktor Keputusan Pembelian Program Persiapan TOEFL Pada Platform XYZ

Arifa Raisa; Btari Mariska Purwaamijaya; Adam Hermawan

doi:10.69693/ijim.v4i3.1627

Authors

Arifa Raisa Universitas Pendidikan Indonesia
Btari Mariska Purwaamijaya Universitas Pendidikan Indonesia Kampus Tasikmalaya
Adam Hermawan Universitas Pendidikan Indonesia Kampus Tasikmalaya

DOI:

https://doi.org/10.69693/ijim.v4i3.1627

Keywords:

Keputusan Pembelian, TOEFL, EduTech, Perilaku Konsumen

Abstract

Meningkatnya kebutuhan masyarakat terhadap sertifikasi TOEFL mendorong pertumbuhan penyedia layanan persiapan TOEFL berbasis digital. Namun, tingginya minat calon peserta belum selalu diikuti oleh peningkatan konversi pendaftaran. Penelitian ini bertujuan menganalisis proses keputusan pembelian Program Persiapan TOEFL di Platform XYZ serta mengidentifikasi faktor-faktor yang memengaruhi perbedaan keputusan antara peserta dan non-peserta. Penelitian menggunakan pendekatan kualitatif dengan metode studi kasus. Data dikumpulkan melalui wawancara mendalam terhadap enam informan yang terdiri atas tiga peserta dan tiga non-peserta, observasi terhadap Instagram dan website Platform XYZ, serta dokumentasi data internal. Analisis dilakukan menggunakan analisis tematik deduktif berdasarkan model proses keputusan pembelian Kotler dan Armstrong (2024). Hasil penelitian menunjukkan bahwa seluruh informan melalui lima tahap keputusan pembelian, yaitu pengenalan kebutuhan, pencarian informasi, evaluasi alternatif, keputusan pembelian, dan perilaku pascapembelian. Kepercayaan yang terbentuk sejak tahap pencarian informasi menjadi faktor yang memengaruhi evaluasi alternatif hingga keputusan pembelian. Keputusan peserta didorong oleh kesesuaian atribut layanan, perceived value, dan promosi sebagai urgency trigger, sedangkan non-peserta memilih kompetitor karena atribut layanan yang lebih sesuai dengan kebutuhan spesifik mereka meskipun memiliki persepsi positif terhadap Platform XYZ. Pada tahap pascapembelian, kepuasan mendorong loyalitas melalui pembelian ulang dan rekomendasi. Temuan ini menunjukkan bahwa peningkatan konversi tidak hanya bergantung pada promosi, tetapi juga pada kemampuan platform membangun kepercayaan dan menyediakan layanan yang sesuai dengan kebutuhan konsumen.

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