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All Journal Jurnal Pendidikan Islam IJNP (Indonesian Journal of Nursing Practices) AL-TANZIM : JURNAL MANAJEMEN PENDIDIKAN ISLAM SCAFFOLDING: Jurnal Pendidikan Islam dan Multikulturalisme Ilomata International Journal of Management Dinasti International Journal of Digital Business Management Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Ilomata International Journal of Management Finansha: Journal of Sharia Financial Management International Journal of Business, Management and Economics International Journal of Finance Research IJORER : International Journal of Recent Educational Research Jurnal Bisnis Mahasiswa Indonesian Journal of Islamic Economics and Finance Journal of Islamic Economics and Business Dinamika: Jurnal Pengabdian Masyarakat Digital Muslim Review Siber Journal of Advanced Multidisciplinary Proceeding Of International Conference On Education, Society And Humanity
Yusriani, Sri
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Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Dentistry Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Mathematics Nursing Social Sciences Other

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Personal Branding of Lecturers and Word of Mouth: Effective Education Strategy in Increasing the Attractiveness of Entrepreneurship Study Program and Reputation of Pelita Bangsa University Harisandi, Prasetyo; Hurriyati, Ratih; Gaffar, Vanessa; Adi Wibowo, Lili; Yanti, Pitri; Yusriani, Sri; Purwanto, Purwanto
IJORER : International Journal of Recent Educational Research Vol. 6 No. 3 (2025): May
Publisher : Faculty of Teacher Training and Education Muhammadiyah University of Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46245/ijorer.v6i3.813

Abstract

Objective: This study is to evaluate the influence of lecturers' personal branding and community conversations on the attractiveness of the Entrepreneurship Study Program and the reputation of Pelita Bangsa University. Method: The sample surveyed was 150 students of the Pelita Bangsa University Entrepreneurship Study Program. With the help of the SmartPLS program, research data were collected from filling out questionnaires and analyzed quantitatively using the SEM PLS analysis technique. Results: This study shows that (1) Personal branding of lecturers has a significant effect on the attractiveness of study programs, (2) positive WOM increases the attractiveness of study programs, (3) Personal branding of lecturers does not have a significant direct effect on university reputation, (4) WOM has a significant effect on university reputation, (5) The attractiveness of study programs functions as a mediator that connects personal branding of lecturers and WOM with university reputation. Novelty: This study creates an integrative model that links lecturer personal branding, word of mouth (WOM), study program attractiveness, and university reputation. Unlike previous studies that addressed each of these factors separately, this study emphasizes that lecturer image and WOM do not directly improve university reputation. In addition, this study incorporates the concept of academic marketing into higher education, which was previously used more in business studies. This opens new eyes.
Co-Authors Abdillah, Said Ridho Achmad Fauzi Aftabi, Davoud Amalia, Alona Azzam, Muhammad Siddiq Idris Bancin, Viktor Peniel Sarimatondang Br Ginting , Emmi Ceacilia Sri Mindarti Daru Asih Eledora, Astrid Octina Endi Rekarti, Endi Farha, Lamia Ginta Ginting, Ginta Hanifah, Haniruzila harisandi, Prasetyo Helmi, Tengku Ahmad Hendrian Hendrian, Hendrian Imran, Muh. Erwinto Ira Geraldina Kabul Wahyu Utomo Kamal, Nur Mustofa Khurniawan, Arie Wibowo Lili Adi Wibowo Mahendra, Anggana Maulana, Yono Meirani Harsasi Mirfaqoh, Vella Muji Gunarto Muktiyanto, Ali Muzhaffar, Haydar Zharif Nining Yuningsih Nurbaeti, Nunung Nurhidayah, Rika Nurlinda, Herly Pamungkas, Charisma Rahmat Pane, Sri Gustina Prambudi, Iwan Setiyawan Prambudi, Muhammad Rayhan Mahardika Purwanto Purwanto Ramadhani, Indi Rangkuti, Samsiah Ratih Hurriyati Ratnasari, Mawi Razali, Ali Riftana, Ferry Dwi Cahya Rika Nurhidayah Rozet, Stefly Julisye Amerence Saputra, Riandy Sari, Novika Purnama Sarjaya, Sarjaya Shine Pintor Siolemba Patiro SULTAN, ZULKIFLI Tia Yuliawati Tikaromah, Oom Vanessa Gaffar Yanti, Pitri