Bahagia, Mohamad Agung (2024) PERAN WORD OF MOUTH DALAM MEMEDIASI PENGARUH KUALITAS PRODUK DAN CITRA INSTITUSI TERHADAP KEPUTUSAN MENDAFTAR ULANG (Studi pada Mahasiswa STIKes Ibnu Sina Ajibarang). Thesis thesis, STIE Bank BPD Jateng.
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Abstract
This study aims to evaluate the impact of product quality and institutional image on students' decisions to re-enroll in higher education, with the mediating role of Word of Mouth (WOM). The research adopts a quantitative approach using purposive sampling technique, involving 132 students from STIKes Ibnu Sina Ajibarang as respondents. Data were collected through a questionnaire that had been tested for validity and reliability, and then analyzed using SEM PLS (Structural Equation Modeling - Partial Least Squares) techniques. The results of the study show that the quality of the institution's product has a significant and direct influence on students' decisions to re-enroll. Conversely, institutional image does not have a significant direct impact on this decision. However, WOM is proven to play an important role as a mediator, where good product quality generates strong positive WOM among students, ultimately encouraging their decision to re-enroll. Meanwhile, institutional image without the support of positive WOM is not sufficient to motivate students to re-enroll. Keywords: product quality, institutional image, re-enrollment decision, Word of Mouth (WOM).
| Item Type: | Thesis (Thesis) |
|---|---|
| Additional Information: | Penelitian ini bertujuan untuk mengevaluasi dampak kualitas produk dan citra institusi terhadap keputusan mahasiswa untuk mendaftar ulang di perguruan tinggi, dengan memediasi peran Word of Mouth (WOM). Penelitian ini menggunakan pendekatan kuantitatif dengan teknik sampling purposive, melibatkan 132 mahasiswa dari STIKes Ibnu Sina Ajibarang sebagai responden. Data dikumpulkan melalui kuesioner yang telah diuji validitas dan reliabilitasnya, kemudian dianalisis menggunakan teknik SEM PLS (Structural Equation Modeling - Partial Least Squares). Hasil penelitian menunjukkan bahwa kualitas produk perguruan tinggi memiliki pengaruh signifikan dan langsung terhadap keputusan mahasiswa untuk mendaftar ulang. Sebaliknya, citra institusi tidak memiliki pengaruh langsung yang signifikan terhadap keputusan tersebut. Namun, WOM terbukti memainkan peran penting sebagai mediator, di mana kualitas produk yang baik mampu menghasilkan WOM positif yang kuat di antara mahasiswa, yang pada akhirnya mendorong keputusan mereka untuk mendaftar ulang. Sementara itu, citra institusi tanpa dukungan WOM positif tidak cukup memotivasi mahasiswa untuk mendaftar ulang. Kata kunci: kualitas produk, citra institusi, keputusan mendaftar ulang, Word of Mouth (WOM). Kata kunci: kualitas produk, citra institusi, keputusan mendaftar, WOM |
| Uncontrolled Keywords: | product quality, institutional image, re-enrollment decision, Word of Mouth (WOM). |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Wisudawan S2 |
| Date Deposited: | 07 Sep 2024 12:57 |
| Last Modified: | 07 Sep 2024 12:58 |
| URI: | http://eprints.stiebankbpdjateng.ac.id/id/eprint/2206 |
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