Pengaruh Promosi, Kelompok Referensi, Brand Reputation Dan Motivasi Terhadap Keputusan Memilih Sekolah Tinggi Ilmu Administrasi Di Kalimantan Selatan Dengan Electronic Word Of Mouth(E-Wom) Sebagai Variabel Intervening

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.