THE IMPACT OF SERVICE MARKETING, ONLINE MARKETING, AND SERVICE QUALITY FACTORS TOWARDS CONSUMERS PURCHASING DECISIONS ON LANGUAGE COURSES IN THE LANGUAGE LEARNING INSTITUTE

Abstract

This study is for understanding service marketing, online marketing, and service quality factors impacting consumers' purchasing decisions on language courses at language learning institutes. The tested service marketing sub-variables included overall quality of staff, student satisfaction and student course feedback. The tested online marketing sub-variables consisted of  multimedia advertising, promoting school on social media and improving the school’s reputation. The tested service quality sub-variables are composed of student support and resources, teacher qualifications and school environment.Quantitative research was adopted to collect the data from the 440 respondents who interested in language learning, and the convenience sampling technique which is non-probability sampling method was used to collect the data by using the "WJX" platform.The results validated all the proposed hypotheses, demonstrating a significant relationship between the independent variables (service marketing, online marketing, and service quality) and the dependent variable (consumer purchasing decisions for language courses at language learning institutes).