Open AccessPengaruh Kualitas Pelayanan, Promosi, Word of Mouth terhadap Keputusan Memilih Berkuliah
Author(s) -
Dewi Murtiningsih,
Koen Hendrawan
Publication year - 2022
Publication title -
jurnal ekobistek
Language(s) - English
Resource type - Journals
eISSN - 2527-9483
pISSN - 2301-5268
DOI - 10.35134/ekobistek.v11i2.277
Subject(s) - promotion (chess) , word of mouth , service (business) , quality (philosophy) , psychology , service quality , affect (linguistics) , marketing , advertising , business , political science , philosophy , communication , epistemology , politics , law
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.