Pengaruh Kebijakan Pemerintah Dan Harga Pada Keputusan Pembelian Jasa Penyelenggara Kursus Dengan Iklan Sosial Media Sebagai Variabel Mediasi Pada Lembaga Kursus Texas College Kota Metro

Abstract

The research was based on the fact that the number of new students registering for Texas
College courses experienced ups and downs from 2018 to 2021 due to the increase in prices
for each course level over the last four years. If this continues continuously it will have an
impact on student interest. The purpose of this research is to determine the influence of
government policies and prices on purchasing decisions for course provider services with
social media advertising as a mediating variable at the Texas College Metro Course Institute.
This research is quantitative research. With this type of explanatory survey research, the
sampling technique was purposive sampling, as many as 75 students from LKP Texas College
Metro. As a measuring tool, an 80-item questionnaire was used with Likert scale
measurements and analyzed using Path Analysis. The research results show that government
policy has a positive effect on service purchasing decisions. Price has a positive effect on
service purchasing decisions. Social media advertising has a positive effect on service
purchasing decisions. Government policies have a positive influence on social media
advertising. Price has a positive effect on social advertising. Government policies have a
positive influence on service purchasing decisions through social media advertising. Price
has a positive influence on service purchasing decisions through social media advertising.