Hariris, Kenza Bisri (2025) Pengaruh Word of Mouth dan Brand Image Terhadap Minat Konsumen di Elfast English Course Kampung Inggris Pare. (The Influence of Word of Mouth and Brand Image on Consumer Interest at Elfast English Course, Kampung Inggris Pare). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
In the increasingly competitive era of globalization, English language proficiency has become one of the main keys in improving individual competitiveness, both in education and professional careers. Many educational institutions and multinational companies now require English language skills as an essential requirement in order to participate effectively. In this context, course institutions such as Elfast English Course in Kampung Inggris Pare have a strategic role in helping people master English optimally. This study aims to analyze the effect of Word of Mouth (WOM) and Brand Image on Consumer Interest in choosing Elfast English Course as a place to study. The research uses a quantitative approach with data collection through an online questionnaire in the form of a google form distributed to Elfast English Course consumers. The sample was randomly selected using simple random sampling technique, and the data was analyzed using multiple linear regression with the help of SPSS version 27. The results showed that both Word of Mouth and Brand Image had a significant effect, both simultaneously and partially, on Consumer Interest. The coefficient of determination (R²) indicates that both variables are able to explain most of the variation in Consumer Interest. These findings provide insight for Elfast English Course management to continue to improve service quality and strengthen Brand Image. In addition, maximizing Word of Mouth strategies can be an effective way to attract new potential participants through satisfied customer recommendations.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Word Of Mouth, Brand Image, Consumer Interest, Elfast English Course Kampung Ingris Pare |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis |
| Depositing User: | 1122100114 KENZA BISRI HARIRIS |
| Date Deposited: | 22 Mar 2002 18:05 |
| Last Modified: | 22 Mar 2002 18:05 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/39247 |
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