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All Journal JURNAL MANAJEMEN DAN AKUNTANSI JDM (Jurnal Dinamika Manajemen) JAM : Jurnal Aplikasi Manajemen JPBM (Jurnal Pendidikan Bisnis dan Manajemen) Akademika : Jurnal Manajemen, Akuntansi, dan Bisnis QALAMUNA: Jurnal Pendidikan, Sosial, dan Agama JKBM (JURNAL KONSEP BISNIS DAN MANAJEMEN) Pendas : Jurnah Ilmiah Pendidikan Dasar Martabe : Jurnal Pengabdian Kepada Masyarakat Jurnal Riset Inspirasi Manajemen dan Kewirausahaan JOURNAL OF SCIENCE AND SOCIAL RESEARCH EDUPEDIA Jurnal Optimalisasi Cakrawala Repositori Imwi Indonesian Journal of Law and Economics Review Jurnal Ilmu Komunikasi Dinamika Kerajinan dan Batik : MAJALAH ILMIAH Journal of Economics and Business UBS Jurnal Cahaya Mandalika Indonesian Journal of Industrial Engineering & Management Jurnal Valuasi : Jurnal Ilmiah Ilmu Manajemen dan Kewirausahaan Jurnal Manajemen dan Profesional Seminar Nasional Hasil Riset dan Pengabdian (SNHRP) COMSERVA: Jurnal Penelitian dan Pengabdian Masyarakat Jurnal Pengabdian Masyarakat Formosa (JPMF) Jurnal Pengabdian Masyarakat Tjut Nyak Dhien Jurnal Ilmiah Kampus Mengajar Bursa : Jurnal Ekonomi dan Bisnis Jurnal ekonomi Manajemen dan Bisnis (JUBIS) Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Jurnal Pendidikan Indonesia (Japendi) JAMPARING: Jurnal Akuntansi Manajemen Pariwisata dan Pembelajaran Konseling Journal of Accounting Law Communication and Technology Jurnal Ilmiah Bisnis dan Ekonomi Asia (Jibeka)
Tin Agustina Karnawati
Department Of Management/Faculty Of Economic And Business, Institute Of Technology And Business Asia Malang, Indonesia
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Journal : QALAMUNA: Jurnal Pendidikan, Sosial, dan Agama

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The Role of Brand Image Mediation on Motivation and Word-of-Mouth on Study Decisions: A Study of Indonesian Diaspora Students in South Korea Musafak, Moh; Karnawati, Tin Agustina; Widodo, Teguh
QALAMUNA: Jurnal Pendidikan, Sosial, dan Agama Vol. 17 No. 2 (2025)
Publisher : Lembaga Penerbitan dan Publikasi Ilmiah Program Pascasarjana IAI Sunan Giri Ponorogo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37680/qalamuna.v17i2.7825

Abstract

The growing interest in international education and bold learning, particularly among the diaspora community, raises questions about the factors influencing learning decisions. This study examines the role of brand image as a mediator between motivation, word of mouth, and study decisions in Indonesian diaspora students enrolled in the Online Korean language program. The quantitative approach was used through an online survey involving 59 Indonesian students at Cyber Hankuk University of Foreign Studies (CUFS), South Korea. The data were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM)  method. The study results show that motivation positively affects brand image and indirectly influences learning decisions through brand image. In contrast, word of mouth has a significant but negative direct influence on learning decisions and does not significantly affect brand image. These findings confirm that brand image plays an important role as a mediator and needs to be managed strategically to optimize motivation into registration decisions, especially in the face of negative word-of-mouth narratives. This research provides practical implications for universities in designing more effective branding and communication strategies to attract diaspora learners in the context of bold education.
Co-Authors Abdul Rahman Agus Purnomo Sidi Ahmad Firman Ahmad Junaedi Ahmad Mufid Anggraini, Maulidia Wulan Armenia Widiastuti Ayndri Nico Prayudo Baeruma, Verowati Nona BUKHORI, MOHAMMAD Bukhori, Muhammad Dany Moenindyah Handarini, Dany Moenindyah Dewi, Luh Komang Sanistri EKA SRIWAHYUNI Eyen Haryanto Yusuf Hanapi Fathorrahman Fatmawati, Alip Ferdy Andriawan Fitrian, Ifan Florencia, Florencia Handarini, Dany M Ichlasurohmah, Nuke - Ike Kusdyah Rachmawati Ivana, Putri Selisawati Wahyu Ivanry Matu Jaisah, Jaisah Jusak Dendel Hento Justita Dura Kustanto, Heru Latief, Fitriani Lubis, Rahmayanti M. Handarini, Dany Majidah, Yuniz Matu, Ivanry Maulidia Wulan Anggraini Mohammad Bukhori Mohammad Bukhori Mubyl, Mutiarini Murtianingsih Murtianingsih Murtianingsih Murtianingsih, Murtianingsih Musafak, Moh Nanik Wilujeng Natanael, Michael Nilasari, Ratna Putri Putri, Sisi Septiani Ratna Putri Nilasari Ruslan Ruslan Ruspitasari, Widi Dewi Sandra, Jelita Virliana Santoso, Risa Suherman, Novie Stephanie Christie Sulis Setiawati Teguh Widodo Utama, Imelda Widayat, Bima Satrya Widi Dewi Ruspitasari Widianto, Yasminta Kris Yandha, Krishna Niki Yanuarto, Rudy Yohanna Indah Setyaningsih, Yohanna Indah Yulia Puspita Yulia Puspita, Yulia Yuniar Fitriyani Yuniz Majidah Yunus Handoko Yunus Handoko Yunus Handoko