THE EFFECT OF SERVICE QUALITY, BRAND IMAGE, WOM COMMUNICATION TOWARDS THE CONTINUING STUDY INTEREST

Abstract

This study aims to determine the extent of the relationship between service quality, brand image and word of mouth communication to the interest in continuing study in management department Faculty of Economics, Universitas Bhayangkara Jakarta Raya. The research methodology used is descriptive quantitative research and multiple linear regression analysis. The data obtained from those management students especially the class of 2018 and 2019, then processed using SPSS version 22 which includes several tests like, Validity Test, Reliability Test, Normality Test, Multicollinearity Test, Heteroscedasticity Test, Multiple Linear Regression Test, Hypothesis Test (t test and F test) and Determination Coefficient Test (r2). Based on the research results obtained that Service Quality (X1) and Brand Image (X2) variables have a negative and insignificant effect on Interest on Continuing Study (Y), but the other variable of Word of Mouth Communication (X3) has a positive and significant effect on Interest on Continuing Study (Y) variable.