Analisis faktor-faktor yang memengaruhi tindakan word of mouth mahasiswa di Universitas Pelita Harapan

Muktar, Inggrid Minarni (2023) Analisis faktor-faktor yang memengaruhi tindakan word of mouth mahasiswa di Universitas Pelita Harapan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Sejak Pandemi COVID 19 jumlah mahasiswa baru pada perguruan tinggi mengalami penurunan termasuk jumlah mahasiswa pada Universitas Pelita Harapan. Salah satu cara yang dapat dilakukan untuk meningkatkan jumlah mahasiswa baru yang mendaftar dapat dilakukan dengan tindakan WOM. Maka dari itu, penelitian ini dilakukan untuk melihat faktor yang mempengaruhi tindakan WOM mahasiswa sebagai salah satu cara dalam melakukan tindakan marketing. Penelitian ini menggunakan pendekatan kuantitatif dan mengumpulkan data yang diperlukan dengan kuesioner. Kuesioner dibagikan dengan teknik random sampling kepada 210 responden mahasiswa angkatan 2019, 2020 dan 2021 Universitas Pelita Harapan yang terletak di Karawaci, Tangerang. Analisis data menggunakan structural equation modelling (SEM) menggunakan pemodelan jalur partial least square (PLS). Berdasarkan hasil yang didapatkan, diketahui bahwa Service quality berpengaruh positif dan signifikan terhadap Trust sebesar 50,6%. Perceived value juga memiliki pengaruh yang positif dan signifikan terhadap Trust 38,4%. Variabel Trust setelah dilakukan pengolahan data juga memiliki pengaruh hubungan yang positif dan juga signifikan pada variabel dependen penelitian yaitu WOM sebesar 18,5%. Selanjutnya, didapatkan juga hasil dari penelitian bahwa kedua variabel independen penelitian ini yaitu Service quality dan Perceived value memiliki hubungan yang berpengaruh langsung secara positif terhadap tindakan WOM secara berturut sebesar 21,1% dan 46,6%. Trust memiliki efek mediasi partial yang berpengaruh positif dan signifikan terhadap variabel independen yaitu Service quality dan perceive value dengan variabel dependen yaitu Word of Mouth. / Since the COVID-19 pandemic, the number of new students in institutions has decreased, including the number of students at Pelita Harapan University. One of the method that can be used to increase the student enrollment by doing WOM actions. Therefore, this research was conducted to look at the factors that influence student WOM actions as a way of carrying out marketing actions. This study uses a quantitative approach and collects the necessary data with a questionnaire. Questionnaires were distributed using a random sampling technique to 210 student respondents for the 2019, 2020 and 2021 batches of Pelita Harapan University located in Karawaci, Tangerang. Data analysis used structural equation modeling (SEM) using partial least square (PLS) path modeling. Based on the results obtained, it is known that Service quality has a positive and significant effect on Trust by 50.6%. Perceived value also has a positive and significant influence on Trust 38.4%. The Trust variable after data processing also has a positive and significant influence on the dependent variable of the study, namely WOM by18.5%. Furthermore, it was also found from the results of the study that the two independent variables of this study, namely Service quality and Perceived value, had a relationship that had a direct positive effect on WOM actions respectively by 21.1% and 46.6%. Trust has a partially mediating effect that has a positive and significant effect on the independent variables, namely Service quality and Perceived value with the dependent variable, namely Word of Mouth.

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