Confirmatory Factor Analysis of Electronic Word of Mouth in Private College Students in Medan

Abstract

Electronic word of mouth (e-WOM) is a word-of-mouth promotion using internet-connected electronic devices. However, e-WOM among students has not been effective as it has not created any impacts on universities concerned. The purpose of this research is to evaluate e-WOM among students and direct the occurrence of positive e-WOM which will ultimately impact universities, especially private universities in Medan. This study used the confirmatory factor analysis (CFA) method to test how well measured variables represent constructs or the preformed factors. This research is quantitative involving 210 students of the fourth semester above. The data collected were processed with AMOS Program. The confirmatory factor analysis tests showed as many as 21 indicators remained in the model. The goodness-of-fit value of all models for each variable is received after the modification process.

Analysis of the Factors That Influence Customer Interest in Using Mobile Banking at Pt. Bank NTB Syariah Alas Sub-Branch

“…The path diagram in the first CFA model using Lisrel 8.80 shows that if the loading factor value is less than 0.6 then the manifest variable is invalid [25][26]. These factors are information technology perception factors (𝑋1) namely 𝑋1.1, X1.2 and X1.5, ease of use factors (𝑋2) namely 𝑋2.1, X2.4, 𝑋2.5 and 𝑋2.7, risk factors (X3) namely X3.1, X3.2 and X3.5, service feature factors (X4) namely X4.1, X4.2, X4.3, and X4.5.…”