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All Journal Humano: Research Journal Jurnal Ekonika : Jurnal Ekonomi Universitas Kadiri Jurnal Mitra Manajemen JMS : Jurnal Manajemen Sinergi Inobis: Jurnal Inovasi Bisnis dan Manajemen Indonesia Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Society
Ibnu Sina Hi. Yusuf
Prodi Manajemen Fakultas Ekonomi Dan Bisnis Universitas Khairun
Religion Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Journal : Society

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Penerapan Word of Mouth dalam Membangun Kepercayaan Masyarakat dan Brand Image Universitas pada Keputusan Pemilihan UPBJJ-UT Ternate: The Application of Word of Mouth in Building Community Trust and University Brand Image on Selection Decision for UPBJJ-UT Ternate Anfas Anfas; Ida Hidayanti; Mohbir Umasugi; Ibnu Sina Hi. Yusuf
Society Vol 9 No 1 (2021): Society
Publisher : Laboratorium Rekayasa Sosial, Jurusan Sosiologi, FISIP Universitas Bangka Belitung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33019/society.v9i1.308

Abstract

This study examines the application of word of mouth to build community trust and university brand image on the community selection decision for UPBJJ-UT Ternate. The samples were obtained from eight regencies in North Maluku Province through a survey method aided with Smart PLS 3.8 analysis. In addition to the insignificant effect of university image on community selection decision, the findings indicated that (1) university image has a significant effect on word of mouth, (2) community trust has a significant effect on word of mouth, (3) community trust has a significant effect on selection decision, and (4) word of mouth has a significant effect on community selection decision.
Co-Authors Anfas, Anfas Ardhy La Mada Friskila Hallo Husen, Irmawati A Ida Hidayanti Ida Hidayanti Muhammad agung Nurhidayanti N Lamani Rheza Pratama Rheza Pratama Ririn Demayanti Sulfi Abdul Haji Umasugi, Mohbir Wiyaja, Febiyola