Penerapan Strategi Word of Mouth dan Brand Image Pada Keputusan Memilih Kampus di Universitas Sahid
Abstract
Penelitian ini mempunyai tujuan untuk menguji pengaruh word of mouth dan brand image terhadap keputusan memilih kampus Usahid. Obyek penelitian adalah mahasiswa aktif angkatan 2023 yang tersebar di setiap fakultas yang ada di Usahid. Populasi dari penelitian ini adalah 390 responden, teknik sampling dalam penelitian ini adalah non probability sampling yang dihitung dengan rumus slovin sehingga mendapatkan sampel 80 responden. Teknik analisis data yang digunakan adalah regresi linear berganda. Hasil penelitian menunjukkan bahwa menunjukkan word of mouth dan brand image secara simultan dan parsial berpengaruh signifikan terhadap keputusan memilih kampus Usahid. Kesimpulannya bahwa word of mouth dan brand image sangat penting dan mempengaruhi dalam keputusan memilih kampus.  Kata kunci: Brand Image, Keputusan Memilih, Usahid, Word of Mouth.Published
2024-12-03
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