ANALYSIS OF PURCHASE INTENTION FACTORS AND BUSINESS STRATEGY DESIGN AT TUTORING INSTITUTIONS

Abstract

Abstract

This study aims to identify the factors influencing prospective students’ decisions in choosing a Tutoring Institution (TI) in the era of Education 4.0 and to design sustainable business strategies for TIs. The research was conducted in Cilegon City, Indonesia, involving 400 parents of students from three top schools and five management representatives from various TIs, selected through quota sampling. Data were collected using structured questionnaires and interviews, and analyzed using variance-based Partial Least Square–Structural Equation Modeling (PLS-SEM) with SmartPLS 3.0, along with SWOT analysis. The findings reveal four key factors that influence purchase intention: price, personalization, reputation, and technological innovation. Based on the SWOT matrix, SO (Strengths-Opportunities) and ST (Strengths-Threats) strategies are recommended to enhance TI competitiveness. These strategies include implementing innovative tutoring programs, continuously monitoring curriculum development, and producing high-quality digital content. The study provides strategic insights for TI owners to better understand consumer behavior and align their services to attract and retain clients. Practical implications and recommendations are offered to support the development of TIs not only locally in Indonesia but also on a global scale.

Keywords : Business Strategy; PLS-SEM; Purchase Intention; SWOT; Tutoring Institutions