Abstract
The purpose of this research is to analyze the perception differences of reputation and word of mouth between educational and non-educational program students in choosing UNIPA Surabaya as their place of study. Using quantitative approach with the survey method, we sample 172 educational program students and 164 non-educational program students. The data is processed using multiple regression by first going through validity, instrument reliability and classical assumption tests. Analysis showed that there are significant differences between educational and non-educational program students in choosing UNIPA Surabaya as their place of study seen from the word of mouth perception, but no significant differences seen from the reputation perspective.
Highlights
Today’s industrial era affects much of the business world’s development and growth, both for production sector or service sector such as education
From the regression analysis we found out that there are significant differences between educational and non-educational students in choosing UNIPA Surabaya as their place of study, shown from the reputation and word-of-mouth perspectives
This means that the perception of Word of mouth communication (WOM) from students of educational study programs and non-educational study programs is different in terms of choosing PGRI Adi Buana University Surabaya as a place of study
Summary
Today’s industrial era affects much of the business world’s development and growth, both for production sector or service sector such as education. A company requires education as part of its human resource development. Education helps in shaping thought and develop better wellbeing. Higher education in society indirectly results in better-equipped young to help push for better economic development. The society as a whole has realized that better knowledge, education and skills are needed to face problems that continue to occur as the information age grows. A certain institution is needed to accommodate and fulfill the society’s need for higher learning, such as universities
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