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All Journal Journal of Business & Banking Jurnal Dimensi JBMP (Jurnal Bisnis, Manajemen dan Perbankan) International Research Journal of Business Studies (E-Journal) EKONOMIS : Journal of Economics and Business Jurnal Penamas Adi Buana Martabe : Jurnal Pengabdian Kepada Masyarakat JURNAL MANAJEMEN BISNIS Jurnal Samudra Ekonomi dan Bisnis Jurnal Administrasi dan Manajemen JURNAL EKSBIS Dinasti International Journal of Education Management and Social Science Revitalisasi : Jurnal Ilmu Manajemen Al-Kharaj: Journal of Islamic Economic and Business FiTUA : Jurnal Studi Islam Jurnal Kedaymas JWM (JURNAL WAWASAN MANAJEMEN) International Research Journal of Business Studies Jurnal Riset Ekonomi, Manajemen, dan Bisnis
Soni Harsono
Universitas Hayam Wuruk Perbanas Surabaya
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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The Institution Image and Trust and Their Effect on the Positive Word of Mouth Harsono, Soni
International Research Journal of Business Studies Vol. 7 No. 1 (2014): April - July 2014
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/irjbs.7.1.69-78

Abstract

In marketing, it is important to see how competitive a university is. Among public universities (PTN) and private universities (PTS), it shows a very competitive situation recently. To overcome this problem, it requires shaping up the institution image and trust for increasing the positive word of mouth among students. This study aims to determine the effect of the institution image, trust both partially and simultaneously on the positive word of mouth by the students of private universities in Surabaya with their accreditation levels of A, B and C. The sample consists of students from six colleges with accreditation ratings A, B, and C totaling 125 students. Accidental sampling technique was done using a sampling technique of multiple regression analysis with SPSS version 17. It shows, for the college with accreditation category C, the image of the institution both partially and simultaneously has significant positive effect on the positive word of mouth. For the college accreditation category B, the image of the institution and trust simultaneously has significant positive effect on the positive word of mouth and, finally, trust in accreditation category A has significant positive effect on the positive word of mouth and the institution image and trust simultaneously have significant positive effect on the positive word of mouth.
Co-Authors Abdillah, Ulil Absor Faiq Ahmad Syagif Apriyanto, Eko Basuki Rachmat Basuki Rachmat Basuki Rachmat Devira Rachmadayanti, Levia Dhorifi, Ahmad Dica Fitrani, Laqma Dwi Karya Yuris Prabawati Emma Yulianti Erlinda, Sela Sefrina Geby Laylany Widjanarko Gunasti Hudiwinarsih Hadi, Muhamad Ferdian Harry Widyantoro Harry Widyantoro Haryo Agung Prasetyo Junaidin, Junaidin Lastyawati, Trizki Maretia Mega T. Mochamad Syaifudin Al Azis Much Aji Rochman Soleh Nathan Tidiend Haripraditya Nur, Shania Ayanda Nurul Hasanah Uswati Dewi Odang, Laura Maria Jeanne Pariyem, Pariyem Pratama, Rizky Yudha Prathama, Gibson Purnama Sari, Linda Ronny Rr. Iramani Setyawan, Fahmi Rachmat Silvy Eka Ratna Sari Tiya Gita Pawitra Tjahjani Prawitowati Tjahjani Prawitowati Tjahjani Prawitowati Trisa Indrawati Yody Metana, Nosy