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All Journal MIX : Jurnal Ilmiah Manajemen JURNAL EDUCATION AND DEVELOPMENT Dialektika: Jurnal Ekonomi dan Ilmu Sosial IDEI: Jurnal Ekonomi & Bisnis Jurnal Manajemen Bisnis Eka Prasetya Jurnal Akuntansi, Manajemen dan Ilmu Ekonomi (JASMIEN) Jurnal Akutansi Manajemen Ekonomi Kewirausahaan (JAMEK) JURNAL TEKNOLOGI INFORMASI & KOMUNIKASI DALAM PENDIDIKAN Jurnal Ilman: Jurnal Ilmu Manajemen Journal Boas : Business, Economics, Accounting And Management
Tapi Rondang Ni Bulan
Universitas Harapan Medan
Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences

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Journal : Jurnal Akutansi Manajemen Ekonomi Kewirausahaan (JAMEK)

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Higher Education Branding In Private University In Electronic Word-Of-Mouth At Medan City Annisha Suvero Suyar; Tapi Rondang Ni Bulan
Jurnal Akutansi Manajemen Ekonomi Kewirausahaan (JAMEK) Vol 1 No 3 (2021): Edisi September
Publisher : Forum Kerjasama Pendidikan Tinggi (FKPT)

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Abstract

This study aims to determine the effect of brand understanding, brand influence and brand credibility on the selection of private universities in electronic word of mouth, either partially or simultaneously. The population in this study was 100 with a sample of 100 respondents using a sampling technique, namely probability sampling. The analysis technique used is multiple linear regression. The results showed that brand understanding had no effect on the selection of private universities in electronic word of mouth, brand influence had no effect on the selection of private universities in electronic word of mouth, brand credibility had a positive and significant effect on the selection of private universities in electronic word of mouth. , brand understanding, brand influence and brand credibility have a positive and significant effect on the selection of private universities in electronic word of mouth and the selection of private universities in electronic word of mouth (y) is influenced by X1 (brand understanding), X2 (brand influence), and X3 (brand credibility) of 10.7% Abstract This study aims to determine the effect of brand understanding, brand influence and brand credibility on the selection of private universities in electronic word of mouth, either partially or simultaneously. The population in this study was 100 with a sample of 100 respondents using a sampling technique, namely probability sampling. The analysis technique used is multiple linear regression. The results showed that brand understanding had no effect on the selection of private universities in electronic word of mouth, brand influence had no effect on the selection of private universities in electronic word of mouth, brand credibility had a positive and significant effect on the selection of private universities in electronic word of mouth. , brand understanding, brand influence and brand credibility have a positive and significant effect on the selection of private universities in electronic word of mouth and the selection of private universities in electronic word of mouth (y) is influenced by X1 (brand understanding), X2 (brand influence), and X3 (brand credibility) of 10.7% Keywords: Brand Understanding, Brand Influence, Brand Credibility, Pemilihan Perguruan Tinggi Swasta Dalam Electronic Word Of Mouth
Co-Authors Ade Ira Alfaridho Sibarani Ani Murwani Muhar Annisa Suvero Suhyar Audia Junita Bunga Aditi Bunga Aditi Dear Sucy Rahmadhany Hafriz Rifki Hafas, Hafriz Rifki Herliza Syafiana M. Al Hafis Lubis Muhammad Fauzan Azhmy Ridayati Fadillah Rizky Ananda Sarah Imelda Sriadhi . Tika Nurjanah Try Firmansyah Ginting Try Firmansyah Ginting Vira Sherina Winda Ardiani