Pengaruh Kualitas Pelayanan, Promosi, Word of Mouth terhadap Keputusan Memilih Berkuliah
DOI:
https://doi.org/10.35134/ekobistek.v11i2.277Keywords:
Quality, Service, Promotion, Word of Mouth (WOM), Decision to Choose CollegeAbstract
The more competitive universities are in getting students, the universities must pay attention to services to students, because good service can lead to word of mouth for students. The better word of mouth from students can increase promotion and have an impact on the interest of prospective students in choosing a place to study. This study aims to determine the effect of service quality on college decisions; to determine the effect of promotion on college decisions; to determine the effect of Word of Mouth (WOM) on college decisions; to determine the effect of service quality, promotion, WOM, on college decisions. This type of research is explanatory research. The number of samples in this study amounted to 110, which was determined by proportional sampling. The analytical tool in this study used multiple linear regression. The results showed that the quality of service had effect on the decision to choose college; Promotion affects the decision to choose college; WOM affects the decision to choose college; service quality, promotion and word of mouth simultaneously affect the decision to choose college. The conclusion of this study is that the quality of service partially positively has a significant influence on the decision to choose college; Promotion partially has a significant positive effect on the decision to choose college; WOM partially has a significant positive effect on the decision to choose college; Service quality, promotion and word of mouth simultaneously have a significant positive influence on the decision to choose college.
References
. Hutabarat, J. (1997). Visi Kualitas Jasa: Membahagiakan Pelanggan Kunci Sukses Bisnis Jasa. Manajemen Usahawan, (05).
. Sultan, P., & Yin Wong, H. (2013). Antecedents and Consequences of Service Quality in a Higher Education Context. Quality Assurance in Education, 21(1), 70–95.
. Arbainah, S. (2010). Pada Bisnis Ritel Pasar Modern (Kasus Empiris Pada Minimarket Alfamart dan Indomaret di Kota Semarang) TESIS. Tesis Program Studi Magister Manajemen Program Pasca Sarjana Universitas Diponegoro Semarang.
. Afrizal, A. (2018). Penerapan Rasch Model Dalam Mengukur Sikap Konsumen Dan Word Of Mouth Terhadap Keputusan Mahasiswa Memilih Kuliah Di Perguruan Tinggi Swasta. Jurnal Ilmiah Cano Ekonomos, 7(2), 73-87.
. Hidaya, A. D. S., & Lubis, D. S. W. (2020). Pengaruh Promosi dan Harga Terhadap Keputusan Mahasiswa Memilih Kuliah di Sekolah Tinggi Ilmu Manajemen Sukma Medan. CIVITAS: Jurnal Studi Manajemen, 1(1).
. Harahap, D., Hurriyati, R., Gaffar, V., & Amanah, D. (2018). The impact of word of mouth and university reputation on student decision to study at university. Management science letters, 8(6), 649-658. DOI: 10.5267/j.msl.2018.4.027
. Hole, Y., Pawar, S., & Bhaskar, M. P. (2018). Service marketing and quality strategies. Periodicals of engineering and natural sciences, 6(1), 182-196. http://dx.doi.org/10.21533/pen.v6i1.291
. Tamba, I., Dabur, F., & Ester, E. (2020). Kualitas Pelayanan dan Promosi Mempengaruhi Keputusan Mahasiswa Kuliah ii STIE Bentara Persada Batam. Ensiklopedia Sosial Review, 2(1), 94-98.
. Sukma, S. T. I. M. (2018). Pengaruh Promosi Dan Fasilitas Terhadap Jumlah Pengunjung Pada Museum Daerah Kabupaten Deli Serdang. DOI: 10.31227/osf.io/nuyf9
. Erdawati, E. (2014). Pengaruh Motivasi, Persepsi dan Promosi terhadap Keputusan Mahasiswamemilih STIE Pasaman Simpang Empat. Jurnal Apresiasi Ekonomi, 2(3), 153-159. DOI: https://doi.org/10.31846/jae.v2i3.111
. Rosita, J., (2009). Faktor-Faktor yang Mempengaruhi Mahasiswa dalam Mengambil Keputusan Memilih Universitas Ciputra di Surabaya. Jurnal Eksekutif. VI(2), 343–351.
. Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). e‐WOM Scale: word‐of‐mouth measurement scale for e‐services context. Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l'Administration, 27(1), 5-23. DOI: https://doi.org/10.1002/cjas.129
. Harahap, D. A., Hurriyati, R., Gaffar, V., Wibowo, L. A., & Amanah, D. (2017). Effect of word of mouth on students decision to choose studies in college. In 1st International Conference on Islamic Economics, Business, and Philanthropy (ICIEBP 2017) (Vol. 229, pp. 793-797).
. Ansari, D., Hurriyati, R., Gaffar, V., Adi, L., & Amanah, D. (2017). Pengaruh Reputasi Universitas Terhadap Keputusan Mahasiswa Memilih Studi Di Universitas Islam Sumatra Utara. In Forum Manajemen Indonesia (FMI 9), 1 (1) (pp. 1-13).
. Gu, B., Park, J., & Konana, P. (2012). Research note—the impact of external word-of-mouth sources on retailer sales of high-involvement products. Information Systems Research, 23(1), 182-196. DOI: https://doi.org/10.1287/isre.1100.0343
. Nasution, W. S., & Prana, R. R. (2021). Faktor-Faktor yang Mempengaruhi Perilaku Konsumen terhadap Keputusan Pembelian pada Sekolah Tinggi Ilmu Manajemen Sukma Medan. CIVITAS: Jurnal Studi Manajemen, 2(3).
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2022 Jurnal Ekobistek
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
