STUDI PERILAKU MAHASISWA DALAM POLA PENGAMBILAN KEPUTUSAN PENGGUNAAN JASA BIMBINGAN BELAJAR (Studi pada Jasa Bimbingan Belajar Mahasiswa Buka Buku dengan Pendekatan Studi Kasus)
ABSTRACT: Buka Buku is the
only business that is engaged in education services that are presented to students
for tutoring services. Buka Buku itself is currently focused on Undip, exactly
to helpacademics students of the Faculty of Economics and Business Undip.
However, Buka Bukuexperienced a gap between S-I and D-III students in students
purchasing power. It affects thedifference of class proportion between S-I and
D-III students. This study aims to determine thebehavior of students that occur
today, and the impact of student behavior on the pattern of decisionmaking use
of tutoring services Buka Buku. In addition, this study aims to know the right
way inserving students, especially the segment of students Diploma III.
This research uses Theory of Planned Behavior theory. There are three
main variables in the theory in determining the intention of behaving a person,
where the intention is to form a person'sbehavior. These variables are attitude
toward the behavior, perceived norm, and perceivedbehavioral control. Methods
and approaches conducted in this study using qualitative research methods with
case study approach. The preparation of this research using Patton model with
Miles and Huberman model analysis technique.
The result of the research shows how the student behavior, to know the
factors causing student decision making. In addition, this study presents the
decision making pattern of the use ofBuka Buku services based on the
relationship between the factors that make up student decisions.Therefore, an
effective strategy can be done in serving the student segment at the Faculty ofEconomics
and Business Undip, especially the D-III students.
Keywords: qualitative, Theory
of Planned Behavior theory, consumer behavior, decision making pattern
Penulis: M. Rizky Al Caesar, I
Made Sukresna
Kode Jurnal: jpmanajemendd170954
