Pengaruh Citra Program Studi dan Kualitas Layanan Terhadap Kepuasan, Persepsi Nilai, Word of Mouth (WOM) dan Keputusan Pembelian Pada Mahasiswa Sekolah Tinggi Ilmu Ekonomi di Provinsi Jawa Tengah (The Effect of Study Program Image and Service Quality on Satisfaction, Value Perception, Word of Mouth (WOM) and Purchase Decisions in Students of the College of Economics in Central Java Province)

Sutejo, Lusia Wulandari (2022) Pengaruh Citra Program Studi dan Kualitas Layanan Terhadap Kepuasan, Persepsi Nilai, Word of Mouth (WOM) dan Keputusan Pembelian Pada Mahasiswa Sekolah Tinggi Ilmu Ekonomi di Provinsi Jawa Tengah (The Effect of Study Program Image and Service Quality on Satisfaction, Value Perception, Word of Mouth (WOM) and Purchase Decisions in Students of the College of Economics in Central Java Province). Doctoral thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This study aims to prove and analyze the effect of study program image and service quality on satisfaction, perceived value, word of mouth (WOM) and purchasing decisions on students of the College of Economics (STIE) in Central Java Province. The originality of the research lies in the object of research, namely STIE students in Central Java Province with a population of 27,781 students, a sample that has been in accordance with the data (FIT) of 316 respondents. Collecting data through a questionnaire instrument, data analysis techniques using Structural Equation Modeling (SEM) through Analysis Moment of Structure (AMOS). The results of data analysis prove that image has a significant positive effect on satisfaction, perceived value, and word of mouth, but image has no significant effect on purchasing decisions. Service quality has a significant positive effect on satisfaction, but service quality has no significant effect on value perceptions, word of mouth and purchasing decisions. Satisfaction and word of mouth have a significant positive effect on purchasing decisions, but perceived value has no significant effect on purchasing decisions. The advice given is that the level of student satisfaction needs to be seen as important and more attention, because based on the results of this study that student satisfaction has been shown to have a more dominant positive effect on purchasing decisions which are the decision to choose students for STIE.

Item Type:	Thesis (Doctoral)
Uncontrolled Keywords:	Image, Study Program Image, Service Quality, Perceived Word of Mouth (WOM), Decision, Purchase Decision
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HC Economic History and Conditions L Education > L Education (General)
Divisions:	Fakultas Ekonomi dan Bisnis > Doktor Ilmu Ekonomi
Depositing User:	1271600004 Lusia Wulandari Sutejo
Date Deposited:	26 Aug 2022 02:34
Last Modified:	26 Aug 2022 02:34
URI:	http://repository.untag-sby.ac.id/id/eprint/17683

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