<![CDATA[Penelitian ini bertujuan untuk menganalisa dampak kualitas pelayanan dengan penerapan protokol kesehatan Covid – 19 terhadap minat beli bimbingan belajar EnS. EnS adalah jasa bimbingan belajar yang berfokus kepada siswa/I sekolah. Penelitian dilakukan karena saat ini Indonesia sedang dilanda pandemi Covid – 19 yang mengharuskan siswa/I untuk belajar dari rumah secara daring. Namun, banyak kendala yang dihadapi oleh siswa/I diantaranya kurang siapnya sarana belajar berbasis teknologi, mulai dari gadget yang digunakan sampai jaringan internet yang terbatas. Juga mulai jenuhnya siswa/I untuk belajar secara daring dan tidak semua siswa/I memahami materi apabila pembelajaran dilakukan secara daring. Pada penelitian ini dikhususkan pada layanan bimbingan berbasis protokol kesehatan Covid – 19 di kalangan siswa/I SMP dan SMA di Kecamatan Baleendah Kabupaten Bandung. Responden penelitian ini adalah 100 siswa/I SMP dan SMA yang dibagi menjadi 25 responden siswa/I SMP dan 25 responden siswa/I SMA. Instrumen penelitian yang digunakan adalah kuesioner. Dari hasil penelitian menunjukkan pengaruh variabel kualitas pelayanan terhadap minat beli siswa/I sebesar 0,476 atau 47,6%, sedang sisanya dipengaruhi oleh faktor lain yang tidak diteliti. Hasil analisis kualitas pelayanan terhadap minat beli menunjukkan bahwa, variabel kualitas pelayanan berpengaruh secara positif dan signifikan terhadap minat beli. Kata kunci: kualitas pelayanan, protokol kesehatan, minat beli This study aims to analyze the impact of service quality by implementing the Covid-19 health protocol on purchase intention in EnS tutoring. EnS is a tutoring service that focuses on school students. The research was conducted because currently Indonesia is being hit by the Covid-19 pandemic, which requires students to learn from home online. However, there are many obstacles faced by students including the inadequacy of technology-based learning facilities, ranging from the gadgets used to the limited internet network. Also starting to get bored of students to study online and not all students understand the material when learning is done online. This study is devoted to counseling services based on the Covid-19 health protocol among middle and high school students in Baleendah District, Bandung Regency. Respondents of this study were 100 junior high school and high school students who were divided into 25 junior high school student respondents and 25 high school student respondents. The research instrument used was a questionnaire. From the research result, it shows that the influence of the service quality variable on students purchase intention is equal to 0.476 or 47.6%, while the rest is influenced by other factors not examined. The results of the analysis of service quality on purchase intention show that service quality variable has a positive and significant effect on purchase intention. Key words: service quality, health protocol, purchase intention]]>
