THE EFFECT OF REPUTATION, QUALITY OF INFORMATION AND PROMOTION ON THE DECISIONS TO CHOOSE THROUGH E-WOM AND TRUST AS INTERVENING VARIABLES ON FLIGHT ATTENDANT SCHOOL STUDENTS OF THE MEMBERS OF THE ASSOCIATION OF FLIGHT ATTENDANT AND AIRLINE STAFF EDUCATION PROVIDERS (HIP4S) YOGYAKARTA SPECIAL REGION
The purpose of this study is to investigate and analyze the impact of reputation, information quality, promotion, e-wom, and trust on the decision to enroll in a Flight Attendant School of the member of the Association of Flight Attendant and Airline Staff Education Providers (HIP4S) for the Special Region of Yogyakarta. The population of this study consisted of students who participated in the 1-year Professional Program at a Flight Attendant School of the member of the Association of Flight Attendant and Airline Staff Education Providers (HIP4S) for the Special Region of Yogyakarta. The proportional sampling technique was used to choose 168 samples in total. The AMOS 26 program was used to test the hypothesis using a structural equation model (SEM). The results of this study indicate that (1) reputation has a significant effect on e-wom, (2) reputation has a significant effect on trust, (3) reputation has a significant effect on student decisions to choose, (4) the quality of information has a significant effect on e-wom, (5) the quality of information has a significant effect on trust, (6) the quality of information has a significant effect on student decisions to choose, (7) promotion has a significant effect on e-wom, (8) promotion has a significant effect on trust (9), promotion has a significant effect on student decisions to choose, (10) E-wom has a significant effect on student decisions to choose, (11) trust has a significant effect on student decisions to choose.
E-Wom, Promotion, Information Quality, Trust, and Reputation