The Effect of Study Program Image, Service Quality and Opinion Leadership on Students’ Decision to Choose Study Program through Word of Mouth and Customer Value

Abstract

The purpose of this study is to examine and analyze the effect of the image of the study program on student decisions in choosing a management study program at a private university in Surabaya through WOM, the image of the study program on student decisions in choosing a management study program at a private university in Surabaya through customer value, service quality on student decisions in choosing a management study program at a private university in Surabaya through WOM, service quality towards student decisions in choosing a management study program at a private university in Surabaya through customer value, opinion leadership on student decisions in choosing a management study program at a private university in Surabaya through WOM, opinion leadership on student decisions in choosing management study programs at private universities in Surabaya through customer value, customer value towards student decisions in choosing management study programs at the uni versity private sector in Surabaya through WOM. This study emphasizes theory testing, using numbers and analyzing data with statistical procedures. The population in this study were students of the Undergraduate Program (S1) in the Management Study Program with a B accreditation rating at private universities in the city of Surabaya as many as 13 universities. In taking the sample, the researcher used the stratified random sampling technique. The model used in this study was tested using the Structural Equation Model. Based on the results of testing using SEM analysis, the following conclusions can be drawn: The image of the study program has a significant effect on student decisions in choosing a management study program at a private university in Surabaya through WOM. The image of the study program has a significant effect on student decisions in choosing a management study program at a private university in Surabaya through customer value. Service quality has a significant effect on student decisions in choosing management study programs at private universities in Surabaya through WOM. Service quality has a significant effect on student decisions in choosing management study programs at private universities in Surabaya through customer value. Opinion leadership has a significant effect on student decisions in choosing management study programs at private universities in Surabaya through WOM. Opinion leadership affects student decisions in choosing management study programs at private universities in Surabaya through customer value. Opinion leadership affects student decisions in choosing management study programs at private universities in Surabaya through customer value.