CONSUMERS’ PREFERENCE ANALYSIS TOWARDS ENGLISH COURSES IN BANDUNG

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).