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All Journal Sosiohumaniora Publication Library and Information Science Informatika : Jurnal Informatika, Manajemen dan Komputer
Novita Kamaruddin
Universitas Padjadjaran
Arts Humanities Computer Science & IT Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Library & Information Science Social Sciences

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Journal : Sosiohumaniora

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THE INFLUENCE FACTORS OF ELECTRONIC WORD OF MOUTH BEHAVIOUR IN FACULTY OF NURSING GARUT CLASS PADJADJARAN UNIVERSITY Novita Kamaruddin; Megawati Simanjuntak; Lilik Noor Yuliati
Sosiohumaniora Vol 23, No 2 (2021): Sosiohumaniora: Jurnal Ilmu-Ilmu Sosial dan Humaniora, JULY 2021
Publisher : Universitas Padjadjaran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24198/sosiohumaniora.v23i2.31754

Abstract

Higher education in increasing competition needs to provide excellent quality services for students to college. Students satisfaction will be encouraged to disseminate their campus information through electronic word of mouth (eWOM). EWOM is a form of consumer willingness to voluntarily provide recommendations for others to buy or use products from companies through the internet. This research was conducted to analyze the quality of service, promotion, brand image and motivation towards eWOM. The research was quantitative research using a descriptive approach. The data were analyzed using SEM Lisrel (Structural Equation Modeling). This study was conducted of student  from Faculty of Nursing Garut class who actively carry out lecture with total sample of 309. The findings of this research showed that there was a significant relationship between service quality on brand image, there is a meaningful relationship between the promotion of brand image, there is no significant relationship between service quality on eWOM, brand image has a significant to eWOM and motivation has a significant relationship to eWOM.
Co-Authors Iswadi Amiruddin Lilik Noor Yuliati Megawati Simanjuntak