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 is motivated by the fact that the number of new students enrolling at the Texas
College course has experienced ups and downs from 2018 to 2021 due to rising prices for
each level of course over the last four years. If this goes on continuously it will have an impact
on student interest. The purpose of this study was to determine the effect of government policy
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 sample determination
technique was purposive sampling, as many as 75 students from LKP Texas College Metro. As
a measuring tool, 80 questionnaire items were used with Likert scale measurements and
analyzed using Path Analysis. The results of the study show that government policies have a
positive effect on service purchasing decisions. Price has a positive effect on the decision to
purchase services. Social media advertising has a positive effect on service purchasing
decisions. Government policies have a positive effect on social media advertising. Price has a
positive effect on social advertising. Government policies have a positive effect on service
purchasing decisions through the mediation of social media advertising. Price has a positive
effect on service purchasing decisions through the mediation of social media advertising.