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 ad...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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Laboratorium Rekayasa Sosial, Jurusan Sosiologi, FISIP Universitas Bangka Belitung
2021-06-01
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| Series: | Society |
| Subjects: | |
| Online Access: | https://society.fisip.ubb.ac.id/index.php/society/article/view/308 |
| _version_ | 1797630888877490176 |
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| author | Anfas Anfas Ida Hidayanti Mohbir Umasugi Ibnu Sina Hi. Yusuf |
| author_facet | Anfas Anfas Ida Hidayanti Mohbir Umasugi Ibnu Sina Hi. Yusuf |
| author_sort | Anfas Anfas |
| collection | DOAJ |
| description |
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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| first_indexed | 2024-03-11T11:14:19Z |
| format | Article |
| id | doaj.art-4a12b0f14b1a415db16ed26032bb8495 |
| institution | Directory Open Access Journal |
| issn | 2338-6932 2597-4874 |
| language | English |
| last_indexed | 2024-03-11T11:14:19Z |
| publishDate | 2021-06-01 |
| publisher | Laboratorium Rekayasa Sosial, Jurusan Sosiologi, FISIP Universitas Bangka Belitung |
| record_format | Article |
| series | Society |
| spelling | doaj.art-4a12b0f14b1a415db16ed26032bb84952023-11-11T07:02:09ZengLaboratorium Rekayasa Sosial, Jurusan Sosiologi, FISIP Universitas Bangka BelitungSociety2338-69322597-48742021-06-019110.33019/society.v9i1.308308The Application of Word of Mouth in Building Community Trust and University Brand Image on Selection Decision for UPBJJ-UT TernateAnfas Anfas0Ida Hidayanti1Mohbir Umasugi2Ibnu Sina Hi. Yusuf3Open University, IndonesiaUniversitas KhairunOpen University, IndonesiaUniversitas Khairun 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. https://society.fisip.ubb.ac.id/index.php/society/article/view/308Community TrustCustomer Selection DecisionOpen UniversityUniversity ImageWord of Mouth (WoM) |
| spellingShingle | Anfas Anfas Ida Hidayanti Mohbir Umasugi Ibnu Sina Hi. Yusuf The Application of Word of Mouth in Building Community Trust and University Brand Image on Selection Decision for UPBJJ-UT Ternate Society Community Trust Customer Selection Decision Open University University Image Word of Mouth (WoM) |
| title | The Application of Word of Mouth in Building Community Trust and University Brand Image on Selection Decision for UPBJJ-UT Ternate |
| title_full | The Application of Word of Mouth in Building Community Trust and University Brand Image on Selection Decision for UPBJJ-UT Ternate |
| title_fullStr | The Application of Word of Mouth in Building Community Trust and University Brand Image on Selection Decision for UPBJJ-UT Ternate |
| title_full_unstemmed | The Application of Word of Mouth in Building Community Trust and University Brand Image on Selection Decision for UPBJJ-UT Ternate |
| title_short | The Application of Word of Mouth in Building Community Trust and University Brand Image on Selection Decision for UPBJJ-UT Ternate |
| title_sort | application of word of mouth in building community trust and university brand image on selection decision for upbjj ut ternate |
| topic | Community Trust Customer Selection Decision Open University University Image Word of Mouth (WoM) |
| url | https://society.fisip.ubb.ac.id/index.php/society/article/view/308 |
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