Determinan Electronic Word Of Mouth pada Perguruan Tinggi Swasta di Kota Medan

Abstract

The extraordinary development of private universities led to tremendous competition among these private universities. The management must have an accurate strategy in getting new students, one of which is through promotion in the form of an electronic word of mouth among students. The purpose of this study is to analyze the determinants of electronic word of mouth in private universities in the city of Medan. For this purpose, a sample of 250 students was taken, representing five private universities on a proportional basis with the condition that students are active, are in strata 1 and have studied for at least 3 (three) semesters. Data analysis using descriptive statistics and infrencial statistics using structural equation modeling (SEM). The results of this study concluded that: (1) the quality of service has a positive and significant effect on the electronic word of mouth; (2) the quality of service has a positive and significant effect on the reputation of the university; (3) the quality of service has a positive and significant effect on student satisfaction; (4) the quality of service has a positive and significant effect on student trust; (5) the reputation of the university has a positive and significant effect on the electronic word of mouth (6) student satisfaction has a positive and significant effect on the electronic word of mouth; (7) student trust has a positive but insignificant effect on the electronic word of mouth; (8) the affective commitment of students has a positive and significant effect on the electronic word of mouth; (9) the reputation of the university is able to mediate between the quality of service and the electronic word of mouth; (10) student satisfaction is able to mediate between the quality of service and the electronic word of mouth; (11) student trust has not succeeded in mediating between the quality of service and the electronic word of mouth; (12) the affective commitment of students to be able to moderate the influence of university reputation on electronic word of mouth at private universities in Medan City