Article Per Year (5 Year)
p-Index From 2020 - 2025
0.983
P-Index
This Author published in this journals
All Journal Jurnal Pewarta Indonesia Aktivasi: Jurnal Pemberdayaan Masyarakat
Anita, Sumarni Bayu
Unknown Affiliation
Humanities Languange, Linguistic, Communication & Media Public Health Social Sciences

Published : 5 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search
Journal : Jurnal Pewarta Indonesia

 1 
The Influence of Brand Image, Service Quality and Word of Mouth on Students' Decision in Choosing Tuition Classes Fitrinada, Dela Masita; Santoso, Budi; Anita, Sumarni Bayu
Jurnal Pewarta Indonesia Vol 6 No 2 (2024): Jurnal Pewarta Indonesia
Publisher : Persatuan Wartawan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25008/jpi.v6i2.160

Abstract

The research set out to analyze the impact of brand image, service quality, and word of mouth on Class 12 students' course selection at Bimbingan Tes Alumni (BTA) in Palembang. Employing a quantitative survey approach, the study included 152 class 12 students enrolled at the branch. The findings revealed that service quality and word of mouth significantly influenced students' course decisions. Notably, superior service quality heightened student satisfaction and loyalty, while word of mouth substantially shaped student choices. Conversely, brand image did not emerge as a significant factor in course selection. These results indicate that Bimbingan Tes Alumni (BTA) in Palembang should prioritize enhancing service quality to foster positive word of mouth and attract new students. Although brand image had less impact, maintaining a strong brand image remains integral to a comprehensive marketing strategy.
Co-Authors Andi Budi Sulistijanto Arif, Abdurrahman Bayumi, Ruli Ihsan Dwi Budi Santoso Fitrinada, Dela Masita Mayreista, Dita Nopriawan Mahriadi Pusnita, Indah Siti Lady Havivi Wagisri, Wagisri