Abstract:
This study aims to analyze the effect of promotion (X1), reference group
(X2), brand reputation (X3), and motivation (X4) on the decision to choose (Y)
College of Administrative Sciences in South Kalimantan with Electronic Word of
Mouth (Z) as Intervening Variables. Studies on Private Higher Education Students
in South Kalimantan.
This research method uses a quantitative research approach, the object of
research is students at private colleges majoring in administrative sciences in South
Kalimantan, namely STIA Bina Banua Banjarmasin, Amuntai, and Tabalong. The
population in this study are active students who entered private tertiary institutions
majoring in administration in 2017-2021 as many as 5,536 students and the sample
taken was 477. The data analysis method that will be used in this study is to use
Structural Equation Modeling and offer the ability Path Analytics. The path
analysis that will be used in this study is Partial Least Squares (PLS), using SmartPLS.
The results of the study concluded that partially Promotion, Brand
Reputation, and Motivation have a significant effect on Electronic Word Of Mouth
(e-WoM), Reference Groups have no significant effect on Electronic Word Of
Mouth (e-WoM), Promotion and Brand Reputation have no significant effect on
Voting Decisions, Reference Groups and Electronic Word Of Mouth (e-WoM) affect
Voting Decisions. Simultaneously Voting Decisions are influenced by Promotions,
Reference Groups, Brand Reputation, Motivation, and e-WoM. The decision to
choose a school is influenced by promotions, reference groups, brand reputation,
motivation, and e-WoM among respondents who have not worked and who have
worked.
