[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"doc-seo-494619-113":3,"detail-sidebar-cat-0-id-113":79,"doc-detail-494619-id":126},{"code":4,"msg":5,"data":6},0,"ok",{"site_id":7,"language":8,"slug":9,"title":10,"keywords":11,"description":12,"schema_data":13,"social_meta":72,"head_meta":74,"extra_data":76,"updated_unix":78},113,"id","analysis-of-purchase-decision-factors-for-the-toefl-preparation-program-on-platform-xyz","Analisis Faktor-Faktor Keputusan Pembelian Program Persiapan TOEFL Pada Platform XYZ","","Meningkatnya kebutuhan sertifikasi TOEFL mendorong pertumbuhan penyedia layanan persiapan TOEFL berbasis digital, namun minat calon peserta tidak selalu diikuti konversi pendaftaran. Penelitian bertujuan menganalisis proses keputusan pembelian Program Persiapan TOEFL di Platform XYZ serta mengidentifikasi faktor yang membedakan keputusan peserta dan non-peserta. Pendekatan kualitatif studi kasus digunakan melalui wawancara enam informan, observasi Instagram dan website, serta dokumentasi internal. Analisis tematik deduktif berbasis model Kotler dan Armstrong (2024).",{"@graph":14,"@context":71},[15,34,54],{"@type":16,"itemListElement":17},"BreadcrumbList",[18,23,27,31],{"item":19,"name":20,"@type":21,"position":22},"https://docshare.wps.com","Home","ListItem",1,{"item":24,"name":25,"@type":21,"position":26},"https://docshare.wps.com/id/document/","Document",2,{"item":28,"name":29,"@type":21,"position":30},"https://docshare.wps.com/id/document/penelitian-laporan/","Penelitian & Laporan",3,{"item":32,"name":10,"@type":21,"position":33},"https://docshare.wps.com/id/document/analysis-of-purchase-decision-factors-for-the-toefl-preparation-program-on-platform-xyz/494619/",4,{"url":32,"name":10,"@type":35,"image":36,"author":41,"headline":10,"publisher":44,"fileFormat":47,"inLanguage":8,"description":12,"dateModified":48,"datePublished":48,"encodingFormat":47,"isAccessibleForFree":49,"interactionStatistic":50},"DigitalDocument",{"url":37,"@type":38,"width":39,"height":40},"https://docshare.wps.com/thumbnails/analysis-of-purchase-decision-factors-for-the-toefl-preparation-program-on-platform-xyz/494619.png","ImageObject",300,407,{"name":42,"@type":43},"\tCallum ","Person",{"url":19,"name":45,"@type":46},"DocShare","Organization","application/pdf","2026-10-01",true,{"@type":51,"interactionType":52,"userInteractionCount":4},"InteractionCounter",{"@type":53},"ViewAction",{"@type":55,"mainEntity":56},"FAQPage",[57,63,67],{"name":58,"@type":59,"acceptedAnswer":60},"Penelitian ini menganalisis apa saja?","Question",{"text":61,"@type":62},"Penelitian menganalisis proses keputusan pembelian Program Persiapan TOEFL di Platform XYZ serta faktor-faktor yang membedakan keputusan antara peserta dan non-peserta.","Answer",{"name":64,"@type":59,"acceptedAnswer":65},"Bagaimana metode dan teknik pengumpulan data yang digunakan?",{"text":66,"@type":62},"Penelitian menggunakan pendekatan kualitatif dengan metode studi kasus. Data dikumpulkan melalui wawancara mendalam terhadap enam informan, observasi Instagram dan website Platform XYZ, serta dokumentasi data internal.",{"name":68,"@type":59,"acceptedAnswer":69},"Faktor apa yang memengaruhi keputusan peserta dibandingkan non-peserta?",{"text":70,"@type":62},"Kepercayaan yang terbentuk sejak tahap pencarian informasi memengaruhi evaluasi alternatif hingga keputusan pembelian. Keputusan peserta didorong kesesuaian atribut layanan, perceived value, dan promosi sebagai urgency trigger, sedangkan non-peserta cenderung memilih kompetitor karena atribut layanan lebih sesuai dengan kebutuhan spesifik meskipun memiliki persepsi positif terhadap Platform XYZ.","https://schema.org",{"og:url":32,"og:type":73,"og:title":10,"og:site_name":45,"og:description":12},"article",{"robots":75,"canonical":32},"index,follow",{"doc_id":77,"site_id":7},494619,1790893991,{"code":4,"msg":80,"data":81},"success",[82,87,91,95,99,103,106,110,114,118,122],{"id":83,"doc_module":4,"doc_module_name":25,"category_name":84,"show_sort_weight":85,"slug":86},55,"Agama & Spiritualitas",60,"religion-spirituality",{"id":88,"doc_module":4,"doc_module_name":25,"category_name":89,"show_sort_weight":85,"slug":90},48,"Cerita & Novel","story-novel",{"id":92,"doc_module":4,"doc_module_name":25,"category_name":93,"show_sort_weight":85,"slug":94},56,"Gaya Hidup","lifestyle",{"id":96,"doc_module":4,"doc_module_name":25,"category_name":97,"show_sort_weight":85,"slug":98},51,"Komik","comic",{"id":100,"doc_module":4,"doc_module_name":25,"category_name":101,"show_sort_weight":85,"slug":102},53,"Layanan Kesehatan","healthcare",{"id":104,"doc_module":4,"doc_module_name":25,"category_name":29,"show_sort_weight":85,"slug":105},54,"research-report",{"id":107,"doc_module":4,"doc_module_name":25,"category_name":108,"show_sort_weight":85,"slug":109},49,"Sastra","literature",{"id":111,"doc_module":4,"doc_module_name":25,"category_name":112,"show_sort_weight":85,"slug":113},52,"Teknologi","technology",{"id":115,"doc_module":4,"doc_module_name":25,"category_name":116,"show_sort_weight":85,"slug":117},50,"Ujian","exam",{"id":119,"doc_module":4,"doc_module_name":25,"category_name":120,"show_sort_weight":85,"slug":121},57,"Umum","general",{"id":123,"doc_module":4,"doc_module_name":25,"category_name":124,"show_sort_weight":4,"slug":125},181,"Formulir","formulir",{"code":4,"msg":80,"data":127},{"doc_id":77,"user_id":128,"nickname":42,"user_avatar":129,"doc_module":4,"category_id":104,"category_name":29,"doc_title":10,"doc_description":12,"doc_content":130,"file_id":131,"file_url":132,"file_type":133,"file_size":134,"view_count":4,"is_deleted":4,"is_public":22,"is_downloadable":22,"audit_status":22,"page_count":135,"language":136,"language_code":8,"site_id":7,"html_lang":8,"table_of_contents":137,"faqs":138,"seo_title":139,"seo_description":12,"update_tm":78,"read_time":140},137451211410,"https://ap-avatar.wpscdn.com/avatar/2000bb0a9246f588df?x-image-process=image/resize,m_fixed,w_180,h_180&k=1786362646172706240","Analisis Faktor-Faktor Keputusan Pembelian Program Persiapan  \nTOEFL Pada Platform XYZ  \nArifa Raisa1, Btari Mariska Purwaamijaya2, Adam Hermawan3  \n1 Program Studi Bisnis Digital, Universitas Pendidikan Indonesia Kampus  \nTasikmalaya  \ne-mail: [arifaraisa03@upi.edu](arifaraisa03@upi.edu1)[1](arifaraisa03@upi.edu1) , [btarimariska@upi.edu](btarimariska@upi.edu2)[2](btarimariska@upi.edu2) , [adamhermawan@upi.edu](adamhermawan@upi.edu3)[3](adamhermawan@upi.edu3)  \nAbstrak  \nMeningkatnya kebutuhan masyarakat terhadap sertifikasi TOEFL mendorong pertumbuhan penyedia layanan persiapan TOEFL berbasis digital. Namun, tingginya minat calon pesertabelum selalu diikuti oleh peningkatan konversi pendaftaran. Penelitian ini bertujuan menganalisis proses keputusan pembelian Program Persiapan TOEFL di Platform XYZ sertamengidentifikasi faktor-faktor yang memengaruhi perbedaan keputusan antara peserta dannon-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, sertadokumentasi data internal. Analisis dilakukan menggunakan analisis tematik deduktifberdasarkan 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 pembelianulang 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.  \nKata Kunci: Keputusan Pembelian; TOEFL; Edutech; Perilaku Konsumen  \nAbstract  \nThe growing demand for TOEFL certification has driven the expansion of digital TOEFL preparation services. However, increasing consumer interest has not necessarily resulted in higher enrollment conversion rates. This study aims to analyze the consumer purchase decision process for the TOEFL Preparation Program at Platform XYZ and identify the factors  \ninfluencing the different decisions made by participants and non-participants. A qualitative case study approach was employed. Data were collected through in-depth interviews with six informants (three participants and three non-participants), observations of Platform XYZ's Instagram account and website, and internal document analysis. The data were analyzed using deductive thematic analysis based on Kotler and Armstrong's (2024) consumer purchase decision model. The findings reveal that all informants experienced the five stages of the purchase decision process: need recognition, information search, alternative evaluation, purchase decision, and post-purchase behavior. Trust established during the information search stage influenced subsequent alternative evaluation and purchase decisions. Participants' decisions were driven by service–need fit, perceived value, and promotions functioning as an urgency trigger, whereas non-participants chose competitors because their service attributes better matched specific needs despite maintaining positive perceptions of Platform XYZ. After purchase, customer satisfaction fostered loyalty through repeat purchasesand positive word-of-mouth. These findings suggest that improving enrollment conversion requires not only promotional activit","cbCaiavTOSza3wth","https://ap.wps.com/l/cbCaiavTOSza3wth","pdf",239298,11,"Indonesian","# Latar Belakang\n## Kebutuhan Sertifikasi TOEFL dan Layanan Digital\n## Perkembangan Industri EduTech di Indonesia\n## Gambaran Platform XYZ dan Masalah Konversi","[{\"question\":\"Penelitian ini menganalisis apa saja?\",\"answer\":\"Penelitian menganalisis proses keputusan pembelian Program Persiapan TOEFL di Platform XYZ serta faktor-faktor yang membedakan keputusan antara peserta dan non-peserta.\"},{\"question\":\"Bagaimana metode dan teknik pengumpulan data yang digunakan?\",\"answer\":\"Penelitian menggunakan pendekatan kualitatif dengan metode studi kasus. Data dikumpulkan melalui wawancara mendalam terhadap enam informan, observasi Instagram dan website Platform XYZ, serta dokumentasi data internal.\"},{\"question\":\"Faktor apa yang memengaruhi keputusan peserta dibandingkan non-peserta?\",\"answer\":\"Kepercayaan yang terbentuk sejak tahap pencarian informasi memengaruhi evaluasi alternatif hingga keputusan pembelian. Keputusan peserta didorong kesesuaian atribut layanan, perceived value, dan promosi sebagai urgency trigger, sedangkan non-peserta cenderung memilih kompetitor karena atribut layanan lebih sesuai dengan kebutuhan spesifik meskipun memiliki persepsi positif terhadap Platform XYZ.\"}]","Analisis Faktor-Faktor Keputusan Pembelian Program Persiapan TOEFL Pada Platform XYZ | PDF",17]