PENGARUH KUALITAS PELAYANAN, CITRA MEREK DAN MEDIA SOSIAL TERHADAP KEPUTUSAN MEMILIH DENGAN E-WOM DAN SIKAP SEBAGAI VARIABEL INTERVENING PADA MAHASISWA PERGURUAN TINGGI SWASTA DI LLDIKTI WILAYAH VI JAWA TENGAH

WIDIASTUTI, ERNI (2023) PENGARUH KUALITAS PELAYANAN, CITRA MEREK DAN MEDIA SOSIAL TERHADAP KEPUTUSAN MEMILIH DENGAN E-WOM DAN SIKAP SEBAGAI VARIABEL INTERVENING PADA MAHASISWA PERGURUAN TINGGI SWASTA DI LLDIKTI WILAYAH VI JAWA TENGAH. Doctoral thesis, Universitas 17 Agustus 1945 Surabaya.

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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 in this study were all new students of the Faculty of Economics Level 1 (S1) Academic Year 2021/2022 in a Private Higher Education Environment which are under the coordination of the DIKTI Region VI Central Java Service Institute, where the Institution is accredited by AIPT "A or Superior" and the Study Program accredited “A or Superior”. A sample of 100 was selected using the Quota Sampling method (sampling quota). 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, E-Wom has a significant effect on the decision to choose, (4) Attitudehas a significant effect on the decision to choose. The results of research related to the implementation of Theory of Reasoned Action (TRA) in students in relation to how students behave when choosing a tertiary institution, the results of this study strengthen the application of Theory of Reasoned Action (TRA) and support the development of the Theory of Reasoned Action (TRA) model where service quality, brand image, social media, e-wom, and attitudes have a significant effect on students' decisions to choose private universities. e-wom and attitudes are able to mediate service quality, brand image, and social media on students' decisions to choose private tertiary institutions. The results of research related to novelty, the novelty in this study is to add Registration process and Payment process indicators to the service quality variable. Where the results of the study show that service quality has a significant effect on ewom and student attitudes and decisions in choosing private tertiary institutions. Keywords: service quality, brand image, social media, e-wom, attitude, decision to choose

Item Type:	Thesis (Doctoral)
Uncontrolled Keywords:	service quality, brand image, social media, e-wom, attitude, decision to choose
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HC Economic History and Conditions
Divisions:	Fakultas Ekonomi dan Bisnis > Doktor Ilmu Ekonomi
Depositing User:	Unnamed user with email zainulfarid@icloud.com
Date Deposited:	21 Aug 2023 06:24
Last Modified:	21 Aug 2023 06:24
URI:	http://repository.untag-sby.ac.id/id/eprint/27478

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