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Ratna Yuniarti
Jurusan Teknik Sipil, Fakultas Teknik, Universitas Mataram
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Journal : Bussman Journal : Indonesian Journal of Business and Management

 1 
PENGARUH WORD OF MOUTH (WOM), CITRA MEREK, DAN KELOMPOK REFERENSI TERHADAP KEPUTUSAN MEMILIH KULIAH: STUDI KASUS PADA MAHASISWA ITSKES MUHAMMADIYAH SELONG Hartiani, Hartiani; Yuniarti, Ratna; Zainuddin, Muhammad
Bussman Journal : Indonesian Journal of Business and Management Vol. 4 No. 3 (2024): Bussman Journal | September - Desember 2024
Publisher : Gapenas Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53363/buss.v4i3.264

Abstract

The increase in the number of students every year nationally is an opportunity and challenge for universities (PT) to be able to capture the interest of new students, in order to determine the decision to choose to study at the campus in question. The purpose of this study is to see the influence of word of mouth (WOM), reference groups, and brand image on the decision to choose college. This research was conducted on ITSKes Muhammadiyah Selong, East Lombok, West Nusa Tenggara, Public Administration Study Program. The sample in this study is 95 people. The sampling technique used is purposive sampling. The results of data analysis showed that the Word of Mouth (WOM) variable had a nonsignificant effect on the decision to choose a college, but WOM had a significant effect on the decision to register through brand image. Likewise, the reference group variable had a non-significant effect on the selection decision, and the reference group had a significant effect on the choice decision mediated by the brand image. On the direct influence, brand image has a positive and significant effect on the decision to choose to study at ITSKes Muhammadiyah Selong
Co-Authors Achmad Fajar Narotama Sarjan Affandy, Yuniar Agung Prabowo Akmaluddin Akmaluddin Amri, Ahmad Syafiq Bahri, Salmi Yuniar Budianto, Muh Bagus Desi Widianty Ery setiawan Furwati, Baiq Sulistia Hariyadi, Hariyadi Hartiani, Hartiani Hasyim Hasyim, Hasyim hasyim, hasyim Humairoh Saidah I Dewa Gede Jaya Negara I Wayan Suteja I Wayan Yasa, I Wayan Ida Ayu Oka Suwati Sideman Iqbal, Muhammad Atha’ Karyawan, I Dewa Made Alit Mahendra, Made Mahli, Moh Maulida, Ismiati Muhammad Zainuddin NEGARA, I D G JAYA Pathurahman Rahman, Abdul Chalel Rofaida, Aryani Rohani Rohani Rohani Salehudin Salsabila, Fera Fitri Sandy Ari Wijaya Santhi, Nova Hari Santi, Baiq Anggun Lola Shofia Rawiana Shofia Rawiana Sideman, IAO Suwati Teti Handayani Widya Hartati, Widya