PENGARUH WORD OF MOUTH (WOM), CITRA MEREK, DAN KELOMPOK REFERENSI TERHADAP KEPUTUSAN MEMILIH KULIAH: STUDI KASUS PADA MAHASISWA ITSKES MUHAMMADIYAH SELONG

Hartiani Hartiani; Ratna  Yuniarti; Muhammad  Zainuddin

doi:10.53363/buss.v4i3.264

Authors

Hartiani Hartiani ITSKes Muhammadiyah Selong
Ratna Yuniarti ITSKes Muhammadiyah Selong
Muhammad Zainuddin ITSKes Muhammadiyah Selong

DOI:

https://doi.org/10.53363/buss.v4i3.264

Keywords:

Word of Mouth (WOM), Kelompok referensi, Citra merek, keputusan memilih, Reference group, Brand image, decision to choose

Abstract

The increase in the number of students every year nationally is an opportunity and challenge for universities (PT) to be able to capture the interest of new students, in order to determine the decision to choose to study at the campus in question. The purpose of this study is to see the influence of word of mouth (WOM), reference groups, and brand image on the decision to choose college. This research was conducted on ITSKes Muhammadiyah Selong, East Lombok, West Nusa Tenggara, Public Administration Study Program. The sample in this study is 95 people. The sampling technique used is purposive sampling. The results of data analysis showed that the Word of Mouth (WOM) variable had a nonsignificant effect on the decision to choose a college, but WOM had a significant effect on the decision to register through brand image. Likewise, the reference group variable had a non-significant effect on the selection decision, and the reference group had a significant effect on the choice decision mediated by the brand image. On the direct influence, brand image has a positive and significant effect on the decision to choose to study at ITSKes Muhammadiyah Selong

Downloads

Download data is not yet available.

References

Adriyati, R., & Indriani, F. (2017). Pengaruh electronic word of mouth terhadap citra merek dan minat beli pada produk kosmetik wardah. Diponegoro Journal of Management, 6(4), 908-921.

Afifah, L. I., Worang, F. G., & Arie, F. V. (2022). The influences of E-WOM of reference group and instagram influencer toward wardah and maybelline brand image. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 10(1), 143-151.

Alkhawaldeh, A., Md Salleh, S., & Halim, F. (2016). Linkages between political brand image, affective commitment and electors’ loyalty: the moderating influence of reference group. International Journal of Business and Commerce, 5(04), 18-36.

Ayuningtyas, R. (2016). Analisis Pengaruh Promosi, Desain Produk, dan Kelompok Referensi terhadap Keputusan Pemebelian dengan Citra Merek sebagai Variabel Intervening.

Bahadir, S. C., & Pauwels, K. (2023). When does word of mouth versus marketing drive brand performance most? Journal of Marketing Analytics, 1-19.

Dewi, K. A. P., & Giantari, I. G. A. K. (2020). The role of brand image in mediating the influence of e-wom and celebrity endorser on purchase intention. American Journal of Humanities and Social Sciences Research (AJHSSR), 4(1), 12.

Fitria, E. (2018). Analisis pengaruh gaya hidup, kualitas produk terhadap keputusan pembelian dengan citra merek sebagai variabel intervening (Studi Kasus J-Co Suzuya Mall Rantauprapat). ECOBISMA (Jurnal Ekonomi, Bisnis dan Manajemen), 5(2), 1-14.

Ghozali, I. (2013). Model Persamaan Struktural Konsep Dan Aplikasi Dengan Program Amos 21.0, Semarang: Badan Penerbit Universitas Diponegoro.

Guzmán, F., Montaña, J., & Sierra, V. (2006). Brand building by associating to public services: A reference group influence model. Journal of Brand Management, 13(4), 353-362.

https://goodstats.id/article/terjadi-peningkatan-intip-jumlah-mahasiswa-di-indonesia-dari-tahun-ke-tahun-viRWK, diakses pada Rabu 13 Maret 2024, pukul 07.55 wita.

https://www.tribunnews.com/nasional/2023/09/14/kemendikbudristek-jumlah-perguruan-tinggi-di-indonesia-dua-kali-lipat-dibanding-tiongkok, diakses pada Rabu 13 Maret 2024, pukul 08.13 wita.

Husen, A., Sumowo, S., & Rozi, A. F. (2018). Pengaruh lokasi, citra merek dan Word Of Mouth terhadap keputusan pembelian konsumen mie ayam solo bangsal jember. Jurnal Manajemen Dan Bisnis Indonesia, 4(2), 127-143.

Imbayani, I. G. A., & Gama, A. W. S. (2018). The influence of electronic word of mouth (E-Wom), brand image, product knowledge on purchase intention. Jurnal Ekonomi dan Bisnis Jagaditha, 5(2), 145-153.

Irmayanti, S., & Annisa, I. T. (2023). Peran Mediasi Citra Merek terhadap Keputusan Pembelian Kosmetik Merek Lokal pada Wanita Urban. Jurnal Ilmiah Manajemen dan Bisnis (JIMBI), 4(1), 106-116.

Jarror, A. (2021). Pengaruh citra merek dan kelompok referensi terhadap keputusan pembelian smartphone Vivo: Studi pada Mahasiswa Fakultas Ekonomi UIN Malang (Doctoral dissertation, Universitas Islam Negeri Maulana Malik Ibrahim).

Khotib, M. (2019, February). The Influence of Reference Group, Brand Image and Internet Marketing on Buying Decision. In Journal of World Conference (JWC) (Vol. 1, No. 1, pp. 134-141).

Komaling, F. S., & Taliwongso, I. (2023). Analysis of the Effect of Electronic Words on Social Media Tiktok on Brand Image and Customer’S Buying Interest on the Online Shopee Site. Indrajit Klabat Journal of Management, 4(1), 78-89.

Kotler, P dan Keller, KL. (2008). Manajemen Pemasaran, Edisi 13, Jilid 1, Jakarta: Erlangga.

Kotler, P dan Keller, KL. (2008). Manajemen Pemasaran, Edisi 13, Jilid 2, Jakarta: Erlangga.

Liu, X., & Hu, J. (2012). Adolescent evaluations of brand extensions: The influence of reference group. Psychology & Marketing, 29(2), 98-106.

Monica, S. W., Soebandhi, S., & Wulandari, A. (2020). The Influence of Brand Images, Social Media Marketing, Prices and Reference Groups Towards Buying Decision in Swiwings Narotama Outlet Surabaya. Quantitative Economics and Management Studies, 1(3), 230-236.

Muslim, M., Mubarok, R. R., & Wijaya, N. H. S. (2019). The effect of brand image, brand trust and reference group on the buying decision of sneakers. International Journal of Financial, Accounting, and Management, 1(2), 105-118.

Nasirudin, M., Yulisetiarini, D., & Suroso, I. (2018). Pengaruh kualitas produk, harga dan citra merek terhadap kepuasan konsumen dan word of mouth perusahaan Conato di Jember. RELASI: JURNAL EKONOMI, 14(1), 68-86.

Nst, V. F. H. (2023). Pengaruh E-Wom Terhadap Keputusan Pembelian Dengan Dimediasi Citra Merek Dan Kepercayaan Merek Pada Indomaret Cabang Mandala By Pass. Jurnal Ilmiah METADATA, 5(2), 350-372.

Nugraha, A. M. (2019). The Influence of Lifestyle, Reference Group, and Brand Image Towards Brand Loyalty on Nike Shoes. Jurnal Ilmiah Mahasiswa FEB. https://www. ptonline. com/articles/how-to-get-better-mfi-results.

Permadi, P. C., Kumadji, S., & Kusumawati, A. (2014). Pengaruh citra merek terhadap word of mouth dan keputusan pembelian (Survei pada konsumen Dapoer Mie Galau Jalan Selorejo 83 Malang). Jurnal Administrasi Bisnis, 10(1).

Prayitno, B. B. (2019). Pengaruh Kualitas Produk, Harga, Citra Merek dan Word of Mouth Terhadap Keputusan Pembelian Yamaha R15. Jurnal Ilmu dan Riset Manajemen (JIRM), 8(2).

Purwianti, L., & Niawati, N. (2022). Analysis of e-WOM, Brand Attitude, Brand Image on Purchase Intention. SEIKO: Journal of Management & Business, 5(1), 356-366.

Putra, H. D., Himawati, D., Suzana, D., & Oktavilantika, D. M. (2023). The Influence of Social Media Marketing, e-WOM, Brand Awareness, and Brand Image on Brand Loyalty of Herbs Product. Almana: Jurnal Manajemen Dan Bisnis, 7(1), 77-83.

Putri, L. M., & Rahyuda, K. (2021). The role of brand image mediates the effect of e-wom on purchase intention. American Journal of Humanities and Social Sciences Research (AJHSSR), 5(2), 531-541.

Rajanikanth, M., & Gaurav, K. (2023). Influence of reference group on tractor purchasing decision of farmers in telangana. Academy of Marketing Studies Journal, 27(5).

Rakhmawati, I. Y., & Sudarwanto, T. (2021). Pengaruh citra merek dan kelompok referensi terhadap keputusan pembelian produk shake herbalife. Jurnal Pendidikan Tata Niaga (JTPN), 9(2), 1244-1250.

Reykhan, M., & Moko, W. (2022). Pengaruh Kualitas Layanan, Citra Merek, Persepsi Harga, Dan Kelompok Referensi Terhadap Loyalitas Pelanggan. Jurnal Manajemen Pemasaran dan Perilaku Konsumen, 1(1), 80-91.

Rianto, S., Simanjorang, E. F., & Fitria, E. (2021). Analysis of the Influence of Brand Image, Reference Group, Location on Purchases at Warkop On Mada Rantauprapat. Nidhomul Haq: Jurnal Manajemen Pendidikan Islam, 6(2), 279-285.

Salangka, D. B. M., Massie, J. D., & Tampenawas, J. L. (2017). Pengaruh Kelompok Acuan Dan Brand Image Terhadap Minat Beli Smartphone. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 5(3).

Sallam, M. A. (2014). The effects of brand image and brand identification on brand love and purchase decision making: the role of WOM. International business research, 7(10), 187.

Sari, F. P., & Yuniati, T. (2016). Pengaruh harga citra merek dan word of mouth terhadap keputusan pembelian konsumen. Jurnal Ilmu dan Riset Manajemen (JIRM), 5(6).

Schiffman dan Kanuk. (2007). Perilaku Konsumen. Edisi Kedua. Jakarta: PT. Indeks Gramedia.

Schiffman, L.G. dan L. L. Kanuk. (2008). Consumer Behaviour (Eight Edition) New Jersey: Prentice Hall.

Sekaran, Uma. (2006). Metodologi Penelitian Bisnis, Buku 2 Edisi 4, Jakarta: Salemba Empat.

Sumarwan, U. (2011). Perilaku Konsumen: Teori dan Penerapannya dalam Pemasaran. (Vol. 2). Jakarta: Ghalia Indonesia.

Suprapti, N. W. S. (2010). Perilaku Konsumen Pemahaman Dasar Dan Aplikasinya Dalam Strategi Pemasaran, Denpasar: Udayana University Press.

Tjiptono, F. 2015. Brand Management & Strategy, Yogyakarta: Andi.

Wedari, C. I. A., & Yasa, N. N. K. (2022). The role of brand image to mediate the effect of word of mouth on the intention of using wicitra wedding salon services in the City of Denpasar. European Journal of Business and Management Research, 7(2), 1-6.

Wei, Y., & Yu, C. (2012). How do reference groups influence self-brand connections among Chinese consumers? Journal of Advertising, 41(2), 39-54.

Wulansari, A. D., & Setiawan, M. B. (2023). Pengaruh Citra Merek, Gaya Hidup Dan Kelompok Referensi Terhadap Keputusan Pembelian Iphone (Studi Pada Pengguna Iphone di Kota Semarang). Economics and Digital Business Review, 4(1), 338-348.

Yohana, N. K. Y., Dewi, K. A. P., & Giantari, I. G. A. K. (2020). The role of brand image mediates the effect of electronic word of mouth (E-WOM) on purchase intention. American Journal of Humanities and Social Sciences Research, 1, 215-220