Enhance Strategy Promotion University of Medan Area to Increasing the Number of New Students during the COVID-19 Pandemic

Abstract

Private and State Universities are still faced with competition between universities to increase the number of students especially during the Covid 19 period. This research aims to analyze the effect of each of the variables of e-service quality, e-satisfaction, positive Word of Mouth / WoM, either directly or indirectly. Data were collected from 200 students from one of the best private universities in North Sumatra (Medan), and processed using Structural Equation Modeling / SEM. From the results of data processing, all tested hypotheses can be accepted, and research found that to encourage positive WoM, PTS must be sensitive to the creation of student satisfaction. Positive WoM can be an effective advertising promotion tool for PTS to get new student candidates through existing student recommendations. In addition, to increase e-customer satisfaction, PTS is required to always improve service quality that is delivered through online services. Keywords: e-service quality, e-customer satisfaction, positive WoM, private universities.