[Penelitian ini melihat kepada perkembangan dunia bimbingan belajar diIndonesia khususnya melalui media e-learning seperti internet ataupunmultimedia. Penelitian dilakukan dengan 2 cara, exploratory melalui focus groupdiscussion untuk variable process, people dan physical evidence dan melaluidescriptive yang mengunakan survey untuk variable product, price, promotion,dan place. Hasil yang didapat dari descriptive adalah bahwa tidak satupun darivariable product, price, promotion, dan place mampu mempengaruhi keputusanpembelian dari produk Zenius secara signifikan. Hasil dari exploratory sendirimenunjukan bahwa 3 variable yang tersisa mempunyai indikator-indikator yangdianggap penting juga oleh responden.;This research purpose is to gain deeper understanding of why people buycram school services in Indonesia, the case study used in this research is ZeniusEducation. The research used two method, one is descriptive for the purpose offinding the significance of product, price, promotion, and place factors. The otherone is exploratory to gain insight of process, people, and physical evidencefactors. The result is that none of the factors can influence the decision by itself., This research purpose is to gain deeper understanding of why people buycram school services in Indonesia, the case study used in this research is ZeniusEducation. The research used two method, one is descriptive for the purpose offinding the significance of product, price, promotion, and place factors. The otherone is exploratory to gain insight of process, people, and physical evidencefactors. The result is that none of the factors can influence the decision by itself.]