PENGARUH BRAND IMAGE, PERSONAL SELLING DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PENDAFTARAN MAHASISWA BARU UNIVERSITAS MERCU BUANA JAKARTA

KURNIAWATI, ASIH (2024) PENGARUH BRAND IMAGE, PERSONAL SELLING DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PENDAFTARAN MAHASISWA BARU UNIVERSITAS MERCU BUANA JAKARTA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the influence of Brand Image, Personal Selling, and Electronic Word of Mouth on new student enrollment decisions at Mercu Buana University Jakarta. The research subjects are active students at Mercu Buana University Jakarta. The study was conducted with 370 respondents using a conclusive design with a quantitative method. Data collection was done through a survey method, with the research instrument being a questionnaire. The approach used in this study is Structural Equation Modeling (SEM) with Smart-PLS as the analysis tool. The results of the study show that the Brand image variable has a positive but not significant influence on enrollment decisions, while Personal Selling and Electronic Word of Mouth have a positive and significant influence on enrollment decisions. Keywords: Brand Image, Personal Selling, Electronic Word of Mouth, Enrollment Decision. Penelitian ini untuk menganalisis pengaruh Brand Image, Personal Selling, dan Electronic Word of Mouth terhadap keputusan pendaftaran mahasiswa baru Universitas Mercu Buana Jakarta. Objek penelitian ini adalah kalangan mahasiswa aktif Universitas Mercu Buana Jakarta. Penelitian ini dilakukan terhadap 370 responden dengan menggunakan desain konklusif dengan metode kuantitatif. Metode pengumpulan data menggunakan metode survey, dengan instrument penelitian adalah kuesioner. Pendekatan yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan alat analisis Smart- PLS. Hasil penelitian menunjukkan bahwa variabel brand image berpengaruh positif dan tidak signifikan terhadap keputusan pendaftaran, sedangkan Personal Selling dan Electronic Word of Mouth berpengaruh positif dan signifikan terhadap keputusan pendaftaran. Kata Kunci: Brand Image, Personal Selling, Electronic Word of Mouth, Keputusan Pendaftaran.

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 24 434
NIM/NIDN Creators:	43119120071
Uncontrolled Keywords:	Brand Image, Personal Selling, Electronic Word of Mouth, Keputusan Pendaftaran.
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 004 Data Processing, Computer Science/Pemrosesan Data, Ilmu Komputer, Teknik Informatika > 004.6 Interfacing and Communications/Tampilan Antar Muka (Interface) dan Jaringan Komunikasi Komputer > 004.61 Interfacing and Communications for Specific Types of Electronic Computers/Antarmuka dan Komunikasi untuk Jenis Komputer Elektronik Tertentu 200 Religion/Agama > 290 Other Religions/Agama Selain Kristen > 297 Agama Islam/Islam > 297.4 Islamic law/Hukum Islam > 297.43 Muamalat/Muamalat > 297.431 Buy Sell/Jual Beli 900 Geography and History/Sejarah, Geografi dan Disiplin Ilmu yang Berkaitan > 920 Biography, Obituary/Biografi, Obituari > 929 Genealogy, names, insignia > 929.9 Forms of Identifications/Bentuk-bentuk Identifikasi > 929.95 Service arks and Trademarks/Tanda Layanan dan Merk
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	08 Oct 2024 07:47
Last Modified:	08 Oct 2024 07:47
URI:	http://repository.mercubuana.ac.id/id/eprint/92330

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