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Journal : Syntax Literate: Jurnal Ilmiah Indonesia

Pengaruh Electronic Word Of Mouth Dan Service Quality Terhadap Motivasi Menggunakan Jasa Pendidikan Pesantren: Peran Brand Image Sebagai Variabel Mediasi Dan Trust Sebagai Variabel Moderasi Ghasani, Fildzah Aulia; Huda, Nuril
Syntax Literate Jurnal Ilmiah Indonesia
Publisher : Syntax Corporation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36418/syntax-literate.v10i9.61492

Abstract

This study analyzes the influence of Electronic Word of Mouth (eWOM) and Service Quality on parents' motivation in using Islamic boarding school education services, with Brand Image as a mediating variable and Trust as a moderating variable. The research method used is a quantitative approach with path analysis using SmartPLS 4. Data were obtained from 150 respondents who are parents of Islamic boarding school students. The results show that eWOM is predicted to have a significant positive effect on brand image (β = 0.225; p <0.001), and service quality is also predicted to have a significant positive impact (β = 0.322; p <0.001). Trust is predicted as a moderator that weakens the relationship between eWOM and brand image (β = -0.101; p <0.023) and service quality (β = 0.088; p <0.035) shows a significant predicted influence. In addition, brand image with the results of β = 0.828; p <0.001) has a positive and significant predicted influence on motivation to use Islamic boarding school education services. The influence of eWOM (β= 0.187; p<0.001) and service quality (β= 0.266; p<0.001) on the motivation to use services is predicted to be significant, with brand image acting as a mediator. This study provides a theoretical contribution on the development of the Theory of Planned Behavior in marketing through eWOM and service quality on the motivation of parents to use Islamic boarding school education services for their children. As well as practical contributions for Islamic boarding school managers in marketing strategies, improving services, and building a positive brand image and trust in increasing the motivation of parents to choose Islamic boarding school education for their children.
Co-Authors ., Purboyo ., Risnawati A.A. Ketut Agung Cahyawan W ABD Aziz, ABD Abdul Wahid Abror, Aisul Adam Permana, Mochammad Dimas Afidatuzzaro, Nurul Ahmad Ahmad Ahmad Fadhil Imran Ahmad Rifani Ahmad, Ahmad Aini, Aniswa Miladi Qurrota Ajrina, Syahida Akly, Faisal Akmal, Ajril Alhammam, Muhammad Yusron Ali Djamhuri Aliyah A. Rasyid Aliyah, Jun Amelia, Risa Anak Agung Istri Sri Wiadnyani Anggraini, Vidia Dwi Anisa, Noor Aprillia Findayani Apriya Santi, Apriya Ardhani, Muhammad Chabibul Ardini, Kasimira Prima Arief Budiman Aseri, Akh Fauzi Assya’bani, Ridhatullah Astuti, Sri Yuni Atika Wijaya Awaluddin Azzahra, Azzahra Azzahra, Elvara Siti Azzahra, Yasmin Azzahro, Sauma Nadia Baihaqi, Mohammad Haris Brumadyadisty, Garry Budianto, Sony Piously Budianto, Suhartawan Cepi Kurniawan Chatarina Umbul Wahyuni Chumaidah, Arofatul Dahlliana, Difi Darwin Darwin Desyandri Desyandri Dewi, Litasari Ratna Dewi, Silmi Dalila Millatina Dewi, Siti Herlina Difi Dahliana Dika, Dika Dina Hermina Dyah Sri Wulandari Efrianti, Evi Efrina, Gusnita Eka Lestari Eka Susanti Eko Budi Susatyo Ella Kusumastuti, Ella Endah Sri Mulyani, Andini Endah Enus, Agusthinus Abraham Ery Sugito Evy Lalan Langi F Widhi Mahatmanti Fachry Abda El Rahman Fadli Rahman, Fadli Faizin, Afan Fajar Arianto Faresi, Gilang Muhammad Fajri Fathimatuzzahro, Iffah Fausi , Moh Fauzi, Muhammad Sukron Fauziyah, Fifin Fini Widya Fransiska, Fini Widya Firdaus, Nehna Puteri Fitriansyah, Ricky Ghasani, Fildzah Aulia Gingga Prananda Haerussaleh Haerussaleh, Haerussaleh Hairul Hudaya Hairussaleh, Hairussaleh Hamli, Haji Hardiyanti, Fika Maulydha Harjono Hasan, Muasrul Hasanah, Nida Ul Hasanah, Saudiah Hatip, Ahmad Hersiyati Palayukan Hidayah, Aida Nur Hidayah, Aulia Azizatul Imam Sujarwo Imayah Imraan, Mohd Imron Amrullah Indri Handayani, Indri Irlina, Andi Irwansyah, Rusman Isriani, Weni Putri Istirokah, Istirokah Iswari, Makhfida Jamal Syarif Judijanto, Loso Jumali Jumali Jusak Patty Karimah Kasianah, Kanti Kasiono, Bagus Kesuma, Putri Zalika Laila Mardiah Khairunnisa Khairunnisa Khotijah, Siti Nur Khotimah, Nur Kolilah, Liluk KOMARIYAH KOMARIYAH Kusmianto, Khairunnida Kusnadi Laila Refiana Said Laratmase, Antonia Junianty Latifah, Aprina Noor Lutfiyah Lutfiyah M, Nurhidaya M. Miftach Fakhri Mabrur, Mabrur Magfirah, Nisaul Mahyuddin Barni, Mahyuddin Marhayati Martin Sulistyani Martono, Boedi MASITHA, SINTA Maulidiyah, Hikmatul Mohammad Alauhdin, Mohammad Mokodenseho, Sabil Mokodompit, Ayudia Mufida, Syifa MUHAJIR Muhajir , Muhajir Muhajir Muhajir, Muhajir Muhammad Furqon Muhsin Aseri, Muhsin Muiroh, Lailatul Mujianto, Akhmad Mukaddam, Muhammad Faqih Mukhayani, Feri Muliyah, Evi Murbangun Nuswowati MUSLIHATI, WAHYU Musrifah, Siti MUSSAADAH, MUSSAADAH Mustaji Mustaji Muttaqin, Firman Nailufar, Yuyun Najmussaqibah, Najmussaqibah Ni Nyoman Sarmi, Ni Nyoman Nikmah, Itiqoul Niswanda, Niswanda Norlaila Norlaila Nugroho, Agung Nur Habibah Nur Sayidah Nurcholifah, Anis Nurul Fadhilah P, Desy Purnamasari Padatau, Andini Dwi Pamantung, Jumardi Patrisia, Willsa Pikir Wisnu Wijayanto Pradhana, Galih Pramestia, Rena Aliya Prasetyo, Ridho Prastiwi, Lusiana Prastiwi, Lusiana Prather, Sarah Pratiwi, Ika Wahyu Prayitno, Slamet Pujiati Suyata Purnamasari, Hetty Putri, Arina Putri, Nabilla Callista Putri, Nurhaliza Alya Qamaruzzaman, Muhammad Qurotul Aini Rahmah Rahmah Rajiannor, Muhammad Ramadhani, Fauziah RASYID, NASHRUN Rediansyah, Andharta Yayang Restu, Dian Maritra Retnani, Christanti Diah Reyhan A, Salsabilla Rinjani, Eka Siti Roisah, Roisah Rony, Zahara Tussoleha Rudiyanto, Catur Rustanti, Dwi Sabri, Ananta Suis Sadad, Roihan safaat, Hairuddun Said, Abdurrahman Setyowati, Denok Silver, Soesiana Tri Eka Simanjuntak, Nensy Megawati Siti Aliyati Albushairi Sjeddie Watung Sri Kadarwati Sri Utami Sri Wahyuni Sri Wahyuningtyas, Sri Stavinibelia, Stavinibelia Suarni, Ertati Sucipto Sucipto Sugiharto, Muhammad Samuel Suhermanto, Endri Sukmana, Evy Setiawati Sulis Janu Hartati Sulistya Umie Ruhmana Sari, Sulistya Umie Ruhmana Sulistyani, Martin Sumarno . Sumiati Sumiati Sunardjo, Sunardjo Supardi Supardi Syafril Syafril Syaifullah, Moh. Syarif Hidayatullah Syarniah, Syarniah Tabilantang, Boby Hidayat Tahdianoor, Muhammad Teguh Budiyanto, Teguh Tobing, Victor Maroli Tua L Tobing, Victor Maruli L. Tobing, Victor Maruli L. Tua Tobing, Victor Maruli Tua L. Tri Eka Silver, Soesiana Tri Rijanto Triastuti Sulistyaningsih Ubaidillah Ubaidillah Ulfah, Laily Usmiati Utami, Elmy Noviyaning Wandah Wibawanto Wardana, Nur Arifinza Desi Wardi, Akhmad Widayat, Edy WIDYATAMA, Pandu Rudy Wijayanti, Linda Dwi Wilujeng, Dita Wahyu Wilujeng, Dita Wahyu Windi Setiawan, Windi Woro Sumarni Yuono, Yessy Septiani Yusuf, Yunizar An Natsirul ZA, Ali Muammar Zahro, Ainu Ilmiatuz Zainal Abidin Zainullah, Zainullah