#TITLE_ALTERNATIVE#

• Main Author: FIRDAUS (NIM: 29103202) ; Pembimbing Dr. Ir. Mustika Sufiati Purwanegara, MSc, AKBAR
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/17865
• Institution: Institut Teknologi Bandung

English education has now become an important part of community life. Various demands both from the world of work or academic require someone to have mastery of the English language fluently. Until now, LB LIA is the largest English language course agency in Indonesia, however the english course industry business climate has experienced many changes and competition grew even more sharply. A series of new entrants from the local , national, and international level provided even greater competitive pressures on LB LIA. <br /> <br /> <br /> <br /> <br /> The research for this thesis was conducted at LB LIA Buahbatu branch. Facing this adverse situation LB LIA Buahbatu experienced a significant decrease in their student amount. During their inception in 1995 LB LIA Buahbatu does not need to struggle in order to attract potential students, sometimes they even compelled to reject prospective students because of insufficient capacity. Unfortunately these conditions does not continue until the present day,when we compare the number of students in 2001 and 2010 in the past 10 years LB LIA Buahbatu student amount has decreased by 36%. <br /> <br /> <br /> <br /> <br /> The main focus of this thesis is to investigate the cause of the declining student numbers, the effect on the LIA and ways to overcome them. This study includes internal and external analysis to determine the dominant criterion in influencing students' interest to join an english course. Dispersion of a to 300 respondents was also conducted to collect primary data about the level of importance, satisfaction as well as the position of the LIA compared with other English language courses. <br /> <br /> <br /> <br /> <br /> Based on the collected data and analysis we can concluded that intense competition, lack of native speakers, and lack of promotion becomes the dominant factor that causes a decrease in the number of students. Therefore, as a solution LIA is encouraged to apply relationship marketing in order to attract new students and retain existing ones.