Overview

Original Research

THE AFFECTIVE COMMITMENT TO STRENGTHENING THE UNIVERSITY REPUTATION IN ELECTRONIC WORD OF MOUTH AT PRIVATE UNIVERSITIES

MESRA B 1, ARLINA NURBAITY LUBIS 2, ENDANG SULISTYA RINI 3, and AMLYS SYAHPUTRA SILALAHI 4.

Vol 17, No 11 ( 2022 )   |  DOI: 10.5281/zenodo.7319167   |   Author Affiliation: Doctoral Program in Management Science, Universitas Sumatera Utara, Indonesia 1; Faculty of Economics and Business, Universitas Sumatera Utara, Indonesia 2,3,4.   |   Licensing: CC 4.0   |   Pg no: 522-537   |   To cite: MESRA B, et al., (2022). THE AFFECTIVE COMMITMENT TO STRENGTHENING THE UNIVERSITY REPUTATION IN ELECTRONIC WORD OF MOUTH AT PRIVATE UNIVERSITIES. 17(11), 522–537. https://doi.org/10.5281/zenodo.7319167   |   Published on: 14-11-2022

Abstract

The study aimed to examine the influence of university reputation and students' affective commitment to electronic word of mouth either directly or by using moderation variables. The associative analysis is used to ascertain the influence of two or more variables. This research was conducted in Medan, Indonesia with student research objects. The population in this study is an active student, who had studied for at least three semesters and was at the undergraduate level with a population of 16,039 from five private universities. The sample count of 160 samples came from ten times the questionnaire statement. Accidental sampling was used in this study. Data processing using smart PLS applications. The findings of this study show that the direct influence between the reputation of the university and the affective commitment of students to the electronic word of mouth with positive and significant results. Likewise the results by using variable moderation, namely the affective commitment of students successfully moderating the reputation of the university with the electronic word of mouth.

Keywords

university reputation, student affective commitment, electronic word of mouth