THE EFFECT OF SERVICE QUALITY, BRAND IMAGE AND SOCIAL MEDIA ON CHOOSING DECISIONS WITH E-WOM AND ATTITUDE AS INTERVENING VARIABLES ON STUDENTS OF PRIVATE UNIVERSITIES IN LLDIKTI REGION VI CENTRAL JAVA
The purpose of this study is to investigate and analyze the impact of service quality, brand image, social media, e-wom, and attitudes on students' decisions to attend private institutions in LLDIKTI Region VI Central Java. The population of this study consisted of all active students of the Faculty of Economics at Strata 1 (S1) in a Private Higher Education that is coordinated by the DIKTI Service Institute (LLDIKTI) Region VI Central Java, where the Institution is accredited to AIPT "A or Superior" and the study program is currently only taking two semesters (new students in the 2021/2022 Academic Year). The quota sampling method was used to choose a sample size of 100. The AMOS 26 program was used to test the hypothesis using a structural equation model (SEM). The results showed (1) service quality, brand image and social media had a positive and significant effect on student e-wom, (2) service quality, brand image and social media had a positive and significant effect on student attitudes, (3) service quality, brand image and social media had a positive and significant effect on student decisions, E- Wom has a positive and significant effect on the decision to choose, (4) Attitude has a positive and significant effect on the decision to choose.
Service Quality, Brand Image, Social Media, E-Wom, Attitude, Purchase Decision