The Application of Word of Mouth in Building Community Trust and University Brand Image on Selection Decision for UPBJJ-UT Ternate

Anfas Anfas; Ida Hidayanti; Mohbir Umasugi; Ibnu Sina Hi. Yusuf

doi:10.33019/society.v9i1.308

Vol 9 No 1 (2021), Research Articles

Vol 9 No 1 (2021)

The Application of Word of Mouth in Building Community Trust and University Brand Image on Selection Decision for UPBJJ-UT Ternate

Penerapan Word of Mouth dalam Membangun Kepercayaan Masyarakat dan Brand Image Universitas pada Keputusan Pemilihan UPBJJ-UT Ternate

Research Articles

DOI : https://doi.org/10.33019/society.v9i1.308

Published June 30, 2021

Anfas Anfas⁺⁻
Ida Hidayanti⁺⁻
Mohbir Umasugi⁺⁻
Ibnu Sina Hi. Yusuf⁺⁻

Anfas Anfas

ID

Open University, Indonesia

anfas_st_mm@ecampus.ut.ac.id

https://orcid.org/0000-0002-2797-6287

Ida Hidayanti

ID

Universitas Khairun

http://orcid.org/0000-0003-2141-7713

Mohbir Umasugi

ID

Open University, Indonesia

https://orcid.org/0000-0001-8004-2689

Ibnu Sina Hi. Yusuf

ID

Universitas Khairun

https://orcid.org/0000-0002-5758-8883

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PDF (Bahasa Indonesia)

Keywords

Community Trust;
Customer Selection Decision;
Open University;
University Image;
Word of Mouth (WoM)

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How to Cite

Anfas, A., Hidayanti, I., Umasugi, M., & Yusuf, I. (2021). The Application of Word of Mouth in Building Community Trust and University Brand Image on Selection Decision for UPBJJ-UT Ternate. Society, 9(1), 356-379. https://doi.org/10.33019/society.v9i1.308

Abstract

This study examines the application of word of mouth to build community trust and university brand image on the community selection decision for UPBJJ-UT Ternate. The samples were obtained from eight regencies in North Maluku Province through a survey method aided with Smart PLS 3.8 analysis. In addition to the insignificant effect of university image on community selection decision, the findings indicated that (1) university image has a significant effect on word of mouth, (2) community trust has a significant effect on word of mouth, (3) community trust has a significant effect on selection decision, and (4) word of mouth has a significant effect on community selection decision.

DOI : https://doi.org/10.33019/society.v9i1.308

PDF (English)

PDF (Bahasa Indonesia)

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