Dian Eka, Darma Wahyuni and Hakim, Lukmanul (2025) PERAN KUALITAS LAYANAN, BRAND IMAGE, DAN WORD OF MOUTH TERHADAP KEPUTUSAN KULIAH DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING. Masters thesis, institut informatika dan bisnis darmajaya.
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Abstract
This study aims to analyze the effect of service quality, brand image, and word of mouth on college decisions with customer satisfaction as an intervening variable. This study was conducted at the Recognition of Past Learning (RPL) Program at the Darmajaya Institute of Informatics and Business (IIB). Data were collected through a survey using a questionnaire distributed to RPL Program students. The analysis method used is Structural Equation Modeling (SEM). The results showed that service quality, brand image, and word ofmouth have a positive and significant effect on customer satisfaction. That is, the better the quality of service, the more positive the brand image, and the stronger the word of mouth, the consumer satisfaction with IIB Darmajaya also increases. However,service quality and brand image do not have a significant influence on college decisions, which indicates that although good academic services and a strong image are valued by prospective students, there are other factors that are more decisive in their college decisions. In contrast, word of mouth has a positive and significant influence on college decision, indicating that recommendations from alumni and students play an important role in attracting new prospective students. In addition, customer satisfaction is shown to have a significant effect on college decisions, which confirms its role as a mediating variable in this study. These findings provide implications for higher education institutions to pay more attention to word of mouth-based marketing strategies and increase student satisfaction in order to strengthen the attractiveness of the institution. By understanding the factors that influence college decisions, IIB Darmajaya can design more effective strategies in attracting and retaining students. Keyword: Service Quality, Brand image, Word of mouth, Consumer Satisfaction, College Decision
| Item Type: | Thesis (Masters) |
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| Subjects: | Ilmu Komputer eTheses |
| Divisions: | Pasca Sarjana > Magister Manajemen |
| Depositing User: | Eka Dian Wahyuni Darma |
| Date Deposited: | 06 May 2025 07:22 |
| Last Modified: | 06 May 2025 07:22 |
| URI: | http://repo.darmajaya.ac.id/id/eprint/20141 |
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