The Application of Word of Mouth in Building Community Trust and University Brand Image on Selection Decision for UPBJJ-UT Ternate
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 add...
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| Autores principales: | , , , |
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| Formato: | article |
| Lenguaje: | EN ID |
| Publicado: |
Laboratorium Rekayasa Sosial, Jurusan Sosiologi, FISIP Universitas Bangka Belitung
2021
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| Materias: | |
| Acceso en línea: | https://doaj.org/article/4a12b0f14b1a415db16ed26032bb8495 |
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| Sumario: | 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. |
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