Higher Education Branding In Private University In Electronic Word-Of-Mouth At Medan City
- Annisha Suvero Suyar Universitas Harapan Medan, Indonesia
-
Tapi Rondang Ni Bulan
*
Indonesia
Abstract
This study aims to determine the effect of brand understanding, brand influence and brand credibility on the selection of private universities in electronic word of mouth, either partially or simultaneously. The population in this study was 100 with a sample of 100 respondents using a sampling technique, namely probability sampling. The analysis technique used is multiple linear regression.
The results showed that brand understanding had no effect on the selection of private universities in electronic word of mouth, brand influence had no effect on the selection of private universities in electronic word of mouth, brand credibility had a positive and significant effect on the selection of private universities in electronic word of mouth. , brand understanding, brand influence and brand credibility have a positive and significant effect on the selection of private universities in electronic word of mouth and the selection of private universities in electronic word of mouth (y) is influenced by X1 (brand understanding), X2 (brand influence), and X3 (brand credibility) of 10.7%
Abstract
This study aims to determine the effect of brand understanding, brand influence and brand credibility on the selection of private universities in electronic word of mouth, either partially or simultaneously. The population in this study was 100 with a sample of 100 respondents using a sampling technique, namely probability sampling. The analysis technique used is multiple linear regression.
The results showed that brand understanding had no effect on the selection of private universities in electronic word of mouth, brand influence had no effect on the selection of private universities in electronic word of mouth, brand credibility had a positive and significant effect on the selection of private universities in electronic word of mouth. , brand understanding, brand influence and brand credibility have a positive and significant effect on the selection of private universities in electronic word of mouth and the selection of private universities in electronic word of mouth (y) is influenced by X1 (brand understanding), X2 (brand influence), and X3 (brand credibility) of 10.7%
Keywords: Brand Understanding, Brand Influence, Brand Credibility, Pemilihan Perguruan Tinggi Swasta Dalam Electronic Word Of Mouth
References
Ahmed., et.al. (2014). Effect of brand trust and customer satisfaction on brand loyalty in Bahawalpur. Journal of Sociological Research. ISSN 1948- 5468 2014. Vol. 5, No. 1.
Ali, Mohammad. (2009). Pendidikan Untuk Pembangunan Nasional, Bandung: Penerbit INTIMA.
Andreas, (2019). Pengaruh Brand credibility terhadap Word of mouth melalui customer satisfaction dan customer loyalty pada Giant Hypermarket Surabaya.
Atika et al., (2017). The Effect Of Electronic Word of mouth, Message Source Credibility, Information Quality On Brand Image And Purchase Intention.
Azmar & Patria Laksamana, (2018). Pengaruh Social Media Promotion Dan Electronic Word of mouth Terhadap Keputusan Pemilihan Pada Perguruan Tinggi. ISSN 2541-6669. Vol. 2, No. 2.
Charo, N., Sharma, P., Shaikh, S., Haseeb, A., dan Sufya, M. Z. 2015. Determining the Impact of E-wom on Brand Image and Purchase Intention through Adoption of Online Opinions. 3(1).
Davis, S. (2005). Building a Brand-Driven Organization in Kellogg on Branding: The Marketing Faculty of KSM. (A. M. Tybout & T. Calkins, Eds.). New Jersey USA: John Wiley and Son.
Dean, D., Arroyo-gamez, R. E., Punjaisri, K., & Pich, (2016). Internal brand co- creation : The experiential brand meaning cyle in higher education. Journal of Business Research.
Depdiknas .2003. Undang-undang RI No.20 tahun 2003.tentang sistem pendidikan nasional.
Fandy Tjiptono. 2014. Pemasaran Jasa (Prinsip, Penerapan, Penelitian).
Yogyakarta. Andi.
Farida et al., 2019. Penguatan Word of mouth Melalui Strategi Internal Branding
Di Perguruan Tinggi Swasta Indonesia.
Faza, 2019. Pengaruh Electronic Word of mouth Terhadap Minat Beli Melalui Citra Merek (Studi Pada Smartphone Xiaomi Di Kota Yogyakarta).
Ferdinand. (2011). Metode Penelitian Manajemen. Universitas Diponegoro Semarang.
Ghozali, Imam. 2018. Aplikasi Analisis Multivariate dengan Program IBM SPSS
25. Badan Penerbit Universitas Diponegoro: Semarang
Goyette, I., Richard, L., Bergeron, J. dan Marticotte, F. 2010. e-WOM Scale: Word-of-Mouth Measurement Scale for e-Services Context. Journal of Administrative Sciences, 27 pp. 5-23.
Hafni & Zaini, (2019). The Effect Of Marketing Mix, Word of mouth And Trust On The Decision In Pandanaran University Semarang (Case Study Of Economics And Business Faculty Students), Yogyakarta: Insan Mandiri.
Harini Abrilia Setyawati, (2015). Analisis Pengaruh Kelompok acuan, Promosi dan Brand Image Terhadap Keputusan Memilih Kuliah di STIE Putra Bangsa Kebumen.
Harini Abrilia Setyawati, 2015. Analisis Pengaruh Kelompok acuan, Promosi dan Brand Image Terhadap Keputusan Memilih Kuliah di STIE Putra Bangsa Kebumen.
Harsono, 2008. Pengelolaan Perguruan Tinggi.Yogyakarta: Pustaka Pelajar. Jalilvand, M.R. & Samiei, N. (2012), The Effect of Electronic Word of mouth on
Brand Image and Purchase Intention: An Empirical Study in the Automobile
Industry in Iran, Marketing Intelligence & Planning. Vol.30 No.4, pp.460- 476.
Keller, Kevin L. 2013. Strategic Brand Management ; Building, Measuring, and Managing Brand Equity. Fourth Edition Harlow, English : Pearson Education Inc.
Kotler, dan Keller. (2012). Manajemen Pemasaran Jasa. Edisi 12. Jakarta.
Erlangga.
Kotler, Philip & Kevin Lane Keller. 2009, Manajemen Pemasaran Edisi 13 Jilid
1. Penerbit Erlangga: Jakarta.
P.Joko Subagyo. 2011. Metodologi Penelitian Dalam Teori Dan Praktek. Jakarta : Aneka Cipta.
Purwantoro & Afrizal, (2018). Penerapan Rasch Model Dalam Mengukur Sikap Konsumen Dan Word of mouth Terhadap Keputusan Mahasiswa Memilih Kuliah Di Perguruan Tinggi Swasta, Jakarta: Rajawali Pers.
Rakhmad, Jalaludin. 2012. Psikologi Komunikasi. Remaja Rosda Karya, Bandung.
Samat et al., (2017). Bauran Pemasaran Terhadap Keputusan Mahasiswa Memilih Perguruan Tinggi Swasta di kota Palembang, journal of economic, vol 2, no 1.
Silalahi, (2020). Mediasi Variabel Kredibilitas Merek Dalam Menganalisis Pengaruh Electronic Word of mouth (E-WOM) Terhadap Evaluasi Merek: Sebuah Studi Kasus Pada Pengguna Smartphone Samsung Di Kota Medan.
Sugiyono. (2011). Metode Penelitian Kuantitaif Kualitatif dan R & B. Bandung: Alfabeta.
Sugiyono. (2015). Metode Penelitian Kombinasi (Mix Methods). Bandung: Alfabeta.
Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: PT Alfabet.
Sugiyono. 2010. Metode Penelitian Pendidikan Pendekatan Kuantitatif, kualitatif, dan R&D. Bandung: Alfabeta.
Sugiyono. 2012. Metode Penelitian Kuantitatif Kualitatif dan R&D. Bandung: Alfabeta.
Sugiyono. 2013. Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Sugiyono. 2019. Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Suharsimi, Arikunto. 2010. Prosedur Penelitian Suatu Pendekatan Praktik. Jakarta
:Rineka Cipta
Supriyati. (2011). Metodologi Penelitian. Bandung: Labkat press.
Tanakinjal, G.H., Andrias, R.M., Sondoh, S.L.,dan Ibrahim. A.A. (2012). Relationship Between Perceived Benefits And Social Influence Towards Self- Disclosure And Behavioral Intention In Web 2.0. european journal of business and social sciences,vol.1, no. 4, pp. 63-75.
Tommi Wijaya dan Eristia Lidia Paramita (2014). Pengaruh Electronic Word of mouth (Ewom) Terhadap Keputusan Pembelian Kamera Dslr, Research Methods And Organizational Studies.
Wang, Edward Shih-Tse dan Chou, Nicole Pei-Yu. (2014). Consumer Characteristics, Social Influence, and System Factors on Online GroupBuying Repurchasing Intention. Journal of Electronic Commerce Research, VOL 15, NO 2, 2014.
Yuliani, (2018). Pengaruh Brand Personality Pada Kepercayaan, Keterikatan, Dan Komitmen Pengguna Merek Perguruan Tinggi Teknokrat.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under Creative Commons Attribution 4.0 International License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (Refer to The Effect of Open Access).
.png)
.png)
.jpg)
.jpg)
