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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.
Penerapan Word of Mouth dalam Membangun Kepercayaan Masyarakat dan Brand Image Universitas pada Keputusan Pemilihan UPBJJ-UT Ternate Anfas, Anfas; Hidayanti, Ida; Umasugi, Mohbir; Yusuf, Ibnu Sina Hi.
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 ., Milwan Abdul Latif Abdul Latif Abdul Latif Abdul Rahman Rahim Abdul Rahman rahim Agus Joko Purwanto Agustiani, Wulan Ananda, Siti Hadrayanti Andi Irdan Atjo Mea Ari Sujipto AS Aku, AS Buamonabot, Irfandi Bulkis Bulkis Bulkis Bulkis Dedu, La Ode Arfan Edinna, Melfin Eko Ady Prabowo Fajar Rakasiwi Syamsuddin Fajar Rakasiwi Syamsuddin Fatana, Nurul Fausiah, Andi Gultom, Rosdelita Hafel, Muhlis Hamida A. Jasin Harapin Hafid H. Harli A. Karim Helmi Hi. Yusuf Hendrian Hi. Adam, Muhammad Darsan Hi. Yusuf, Helmi Hidayanti, Ida Ibnu Sina Hi. Yusuf Ibnu Sina Hi. Yusuf Ida Hidayanti Irma Iqlima Nurussa’ban Jamil, Julfi Julfi Jamil Lilis Suryani Lisda Ariani Simabur Lisda Ariani Simabur Lisda Ariani Simabur Masrikha, Rahma Nur Meirani Harsasi Milwan, Milwan Minrohayati . Mohbir Umasug Muh. Arman Yamin Pagala Muhamad Dhanutirto F. Tuwow Muhammad Amrullah Pagala Muhammad Sajidin Nabila, Faiza Rahma Nahda Nahda Nur Indah Sari Arbit Nurallikha Cinta Emdys Nurdyah Prabowo, Eko Ady Purwanto, Agus Joko Qaizar Qaizar Rifka Rahmawati Rina Astarika, Rina Risma Ridayanti Rismayani, Bella Riva'i, Dian Rahmayanti Saddam Husain Tamrin Safitri, Julia Said, Samsuardi Simabur, Lisda Ariani Sudarwo, Raden Sudarwo, Raden Sujipto*, Ari Sukmawan, Sandi Suparjo Razasli Carong Suriana AR Mahdi Suriana AR. Mahdi, Suriana AR. Syafiuddin Syafiuddin Syafiuddin Syahrinullah Syahrinullah Syamsuddin, Fajar Rakasiwi Thamrin, Saddam Husain TRIATMOKO Umasugi, Mohbir Umikalsum Arfa Wahyuddin Wulandari, Futri Ayu Yusuf Yusuf Yusuf Yusuf Yusuf, Ibnu Sina Hi. Yusuf, Yusuf Zainuddin Zainuddin Zainuddin, Zainuddin Zulkarnain Umar