Overview

Original Research

THE INFLUENCE OF SERVICE QUALITY, BRAND IMAGE AND SOCIAL MEDIA ON THE DECISION TO CHOOSE WITH E-WOM AND ATTITUDES AS INTERVENING VARIABLES IN STUDENTS PRIVATE HIGHER EDUCATION IN LLDIKTI REGION VI CENTRAL JAVA

ERNI WIDIASTUTI 1, MULYANTO NUGROHO 2, and ABDUL HALIK 3.

Vol 18, No 04 ( 2023 )   |  DOI: 10.17605/OSF.IO/DFHVZ   |   Author Affiliation: Student Doctoral Economic Science, Universitas 17 Agustus 1945 Surabaya, Indonesia, Dosen Fakultas Ekonomi Universitas Surakarta, Indonesia 1; Lecturer Universitas 17 Agustus 1945 Surabaya, Indonesia 2,3.   |   Licensing: CC 4.0   |   Pg no: 817-838   |   Published on: 19-04-2023

Abstract

This study aims to examine and analyze the influence between service quality, brand image, social media, e-wom and attitudes towards students' decisions to choose private universities in LLDIKTI Region VI Central Java. The population of this study were all active students of the Faculty of Economics at Strata 1 (S1) in a Private Higher Education which are under the coordination of the DIKTI Service Institute (LLDIKTI) Region VI Central Java, where the Institution is accredited to AIPT “A or Superior”and the study program is accredited “A or Superior” and is currently only taking three semesters (news students in the 2021/2022 Academic Year). A sample of 100 was selected using the Quota Sampling method (quota sampling). The hypothesis was tested using a structural equation model (SEM) with the help of the AMOS 26 program.The results showed (1) service quality, brand image and social media has a significant effect on student e-WOM, (2) service quality, brand image and social media has a significant effect on student attitudes, (3) service quality, brand image and social media has a significant effect on student decisions, (4) E-Wom has a significant effect on the decision to choose, (5) Attitudehas a significant effect on the decision to choose.

Keywords

Service Quality, Brand Image, Social Media, E-Wom, Attitude, Decision To Choose