Effect of Word of Mouth on Students Decision to Choose Studies in College

Harahap, Dedy Ansari; Hurriyati, Ratih; Gaffar, Vanessa; Wibowo, Lili Adi; Amanah, Dita

doi:10.5220/0007090007930797

Cited by 19 publications

(32 citation statements)

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“…From several previous studies it was concluded that the main reason for choosing a particular university in Indonesia was affordable education costs (Handayani, 2007;Tambunan, 2010;Handayani, 2007;Tambunan, 2010;Suryani & Ginting, 2013;Khoiriyah et al, 2013;Artini et al, 2014;Meilyaningsih & Sisilia, 2015. Besides WOM because it is a marketing effort that encourages people or prospective students to discuss, promote, recommend certain universities to prospective other students (Tambunan, 2010;(Tambunan, 2010;Suryani & Ginting, 2013;Khoiriyah et al, 2013;Widowati & Surjawati, 2015;Meilyaningsih & Sisilia, 2015;Journal of International Business, Economics andEntrepreneurship ISSN :2550-1429 Volume 4, (1) June 2019 Harahap, Hurriyati, Gaffar, Wibowo, & Amanah, 2017a;Harahap et al, 2018). The university's reputation is also a consideration.…”

Section: Discussionmentioning

confidence: 99%

“…Students are assets for universities. The decisions taken by students are basically consumers' decisions in choosing universities as a place to continue their studies, which are mostly explained in consumer behavior (Harahap, Hurriyati, Gaffar, Wibowo, & Amanah, 2017). The study of university selection decisions usually focuses on the factors that influence it.…”

Section: Student Decisionsmentioning

confidence: 99%

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Assessment in Choosing Higher Education: A Case of Indonesia

Harahap

Amanah

2019

JIBE

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The decision of students to continue their studies is a decision after making considerations that are adjusted to the circumstances of a number of college choices. The purpose of this study is to examine the decisions of students to choose universities in Indonesia. The research method used is to compare the results of research and journals that examine students’ decision to choose a college. Then, examine the theories of consumer behavior so that it can be concluded what is considered by students. The results of previous studies show many influencing factors such as education costs, WOM, university reputation, location, lecture facilities, program accreditation and others. These results can be a reference and consideration for universities in Indonesia in attracting prospective students to choose certain universities and referring to others.

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Section: Discussionmentioning

confidence: 99%

Section: Student Decisionsmentioning

confidence: 99%

Assessment in Choosing Higher Education: A Case of Indonesia

Harahap

Amanah

2019

JIBE

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“…Desde el punto de vista de las instituciones educativas, el intercambio relacional con la comunidad educativa contribuye a la diferenciación del servicio educativo proporcionando una ventaja competitiva (Farrel, 2001). En este contexto, diversos estudios han demostrado la efectividad del boca a boca como parte de la estrategia de marketing educativo en instituciones de educación superior (Le, Dobele & Robinson, 2019;Ansari, Hurriyati, Gaffar, Adi & Amanah, 2017). El primer desafío consiste en presentar y explicar adecuadamente el servicio educativo a su comunidad como parte del proceso de atraer una masa crítica de talento humano de clase mundial (Salmi, 2009).…”

Section: Revisión De La Literaturaunclassified

Generadores e impulsores del marketing boca a boca en un programa de educación superior

2020

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En la actualidad, el uso de medios tradicionales de promoción y marketing no ha resultado ser muy efectivo para las instituciones de educación superior por cuanto no se evidencian los efectos esperados. Consecuentemente, el presente artículo tiene como objetivo identificar los generadores e impulsores del marketing boca a boca a boca en un programa de educación superior. Para la realización de la investigación se empleó una metodología cuantitativa, a través de un muestreo probabilístico estratificado donde se aplicaron 185 encuestas a estudiantes del programa de Administración de Empresas de la Institución Universitaria Escuela Nacional del Deporte (Cali-Colombia). Los resultados obtenidos muestran que los estudiantes son los principales generadores del boca a boca, y que el mayor impulsor radica en el aspecto diferenciador del programa académico y la reputación de la institución.

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“…Reputation is defined as an assessment of the relationship of attitudes, emotions, financial, social and cultural of an organization. Likewise Post & Griffin (Harahap, Hurriyati, Gaffar, Wibowo, & Amanah, 2017) reputation is a combination of opinion, perception and behavior of the stakeholders of an organization.…”

Section: Literature Review 21 University Reputationmentioning

confidence: 99%

“…The power of word of mouth face to face or online cannot be underestimated. WOM plays an important role in the decision making of a consumer in the process of selecting or determining an object (Harahap, Hurriyati, Gaffar, Wibowo, & Amanah, 2017). Every college needs prospective students to need various effective marketing methods to attract prospective students.…”

Section: Word Of Mouthmentioning

confidence: 99%

Reputation and Word-of-Mouth Perception : Case Studies in Institutional Management

Handayani¹,

Fauziyah

Ariprabowo

2020

IJEBAR

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The purpose of this research is to analyze the perception differences of reputation and word of mouth between educational and non-educational program students in choosing UNIPA Surabaya as their place of study. Using quantitative approach with the survey method, we sample 172 educational program students and 164 non-educational program students. The data is processed using multiple regression by first going through validity, instrument reliability and classical assumption tests. Analysis showed that there are significant differences between educational and non-educational program students in choosing UNIPA Surabaya as their place of study seen from the word of mouth perception, but no significant differences seen from the reputation perspective.

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Effect of Word of Mouth on Students Decision to Choose Studies in College

Cited by 19 publications

References 0 publications

Assessment in Choosing Higher Education: A Case of Indonesia

Assessment in Choosing Higher Education: A Case of Indonesia

Generadores e impulsores del marketing boca a boca en un programa de educación superior

Reputation and Word-of-Mouth Perception : Case Studies in Institutional Management

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