JDM (Jurnal Dinamika Manajemen)
Vol 12, No 2 (2021): September 2021 (DOAJ Indexed)

Antecedent of WOM and Its Implications on The Brand Image of The Higher Education Institution in Bali

Yasa, Ni Nyoman Kerti (Unknown)
Giantari, I G. A. Ketut (Unknown)
Rahmayanti, Putu Laksmita Dewi (Unknown)
Tirtayani, I Gusti Ayu (Unknown)

Article Info

Publish Date
30 Sep 2021

Abstract

The purpose of this study is to explain the Antecedent of WOM and Its Implications on The Brand Image of The Higher Education Institution in Bali. The results showed that the variables tangible, re- sponsiveness, and empathy had a positive and significant effect on satisfaction, while reliability and as- surance had a positive and insignificant effect on satisfaction. Furthermore, satisfaction has a positive and significant effect on WOM and on brand image, and WOM has a positive and significant effect on brand image. In the future higher education institutions in Bali should increase reliability and assurance in order to increase satisfaction..

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Journal Info
JDM (Jurnal Dinamika Manajemen)
Website

Abbrev

jdm

Publisher

Universitas Negeri Semarang

Subject

Decision Sciences, Operations Research & Management

Description

Jurnal Dinamika Manajemen [p-ISSN: 2086-0668 | e-ISSN: 2337-5434] issued by the Department of Management, Faculty of Economics, Universitas Negeri Semarang, Indonesia, periodically (every 6 months) in March and September with the aim of disseminating information about the study of knowledge ...