Pengaruh Word of Mouth (WOM) dan citra merek terhadap keputusan mahasiswa memilih program Strata 1 (S-1) di Universitas Islam Negeri Maulana Malik Ibrahim Malang

INDONESIA:

Keputusan mahasiswa untuk melanjutkan studi pada tempat studi yang diinginkan adalah suatu keputusan dimana mahasiswa melakukan pertimbangan-pertimbangan yang disesuaikan dengan kondisi yang ada. Selama proses menentukan pilihan mahasiswa cenderung mempertimbangkan sebuah universitas dari segi citra merek universitas dan word of mouth dari orang disekitarnya.

Penelitian ini merupakan penelitian dengan pendekatan kuantitatif. Populasi yang digunakan adalah mahasiswa baru UIN Maulana Malik Ibrahim Malang. Teknik pengambilan sampel menggunakan sampling acak berimbang (proportional random sampling) dengan mengambil secara acak 10% wakil dari setiap fakultas. Penelitian ini menggunakan teknik analisis regresi ganda dengan bantuan software SPSS Statistics 16.0. Tujuan dari penelitian ini adalah (1) Mengetahui pengaruh variabel word of mouth terhadap keputusan mahasiswa memilih program S-1 di UIN Maulana Malik Ibrahim Malang, (2) Mengetahui pengaruh variabel citra merek terhadap keputusan mahasiswa memilih program S-1 di UIN Maulana Malik Ibrahim Malang, (3) Mengetahui pengaruh variabel word of mouth dan citra merek terhadap keputusan mahasiswa memilih program S-1 di UIN Maulana Malik Ibrahim Malang, (4) Mengetahui seberapa besar sumbangan variabel word of mouth dan citra merek terhadap keputusan mahasiswa memilih program S-1 di UIN Maulana Malik Ibrahim Malang.

Berdasarkan penelitian ini, diketahui bahwa variabel word of mouth memiliki pengaruh positif dan signifikan dengan keputusan mahasiswa memilih program S-1 di UIN Maulana Malik Ibrahim Malang dengan tingkat pengaruh yang sangat rendah. Variabel citra merek memiliki pengaruh positif dan signifikan dengan keputusan mahasiswa memilih program S-1 di UIN Maulana Malik Ibrahim Malang dengan tingkat pengaruh yang kuat. Variabel word of mouth dan citra merek memiliki pengaruh yang positif dan signifikan dengan keputusan mahasiswa memilih program S-1 di UIN Maulana Malik Ibrahim Malang dengan tingkat pengaruh yang kuat. Sumbangan relatif dari word of mouth terhadap keputusan mahasiswa memilih program S-1 di UIN Maulana Malik Ibrahim Malang adalah 11,30% dan sumbangan relatif citra merek terhadap keputusan mahasiswa memilih program S-1 di UIN Maulana Malik Ibrahim Malang adalah 88,70%. Sumbangan efektif yang diberikan oleh variabel word of mouth terhadap keputusan mahasiswa memilih program S-1 di UIN Maulana Malik Ibrahim Malang adalah 6,28% dan sumbangan efektif dari citra merek terhadap keputusan mahasiswa memilih program S-1 di UIN Maulana Malik Ibrahim Malang sebesar 49,31%.

ENGLISH:

The decision that is made by of university to continue their study at expected university is a decision which they do some considerations that are appropriate with existing condition. During the process of determining options, of university tend to consider a university from side of its brand image and word of mouth from people around them.

This research is research with quantitative approach. The population of this research is new of State Islamic University of Maulana Malik Ibrahim Malang. The sampling technique of this research uses proportional random sampling with taking 10% as representation from each faculty. This research uses double regression analysis analyzed with SPSS statistic software 16.0. The purposes of this research are (1) to find out the influence of word of mouth variable toward decision of university student to choose bachelor degree program at State Islamic University of Maulana Malik Ibrahim Malang, (2) to find out the influence of brand image variable toward decision of university student to choose bachelor degree program at State Islamic University of Maulana Malik Ibrahim Malang, (3) to find out the influence of word of mouth variable and brand image variable toward decision of university student to choose bachelor degree program at State Islamic University of Maulana Malik Ibrahim Malang variable.

Based on this research, it is found that word of mouth variable has influenced decision of university student to choose bachelor degree program at State Islamic University of Maulana Malik Ibrahim Malang positively and significantly with very low grade of influence. brand image variable has positive and significant influence toward decision of university student to choose bachelor degree program at State Islamic University of Maulana Malik Ibrahim Malang with strong influence. word of mouth variable and brand image variable have positive and significant influence toward decision of university student to choose bachelor degree program at State Islamic University of Maulana Malik Ibrahim Malang with high grade of influence. Relative contribution form word of mouth variable toward decision of university student to choose bachelor degree program at State Islamic University of Maulana Malik Ibrahim Malang is 11,30% and relative contribution of brand image variable toward decision of university student to choose bachelor degree program at State Islamic University of Maulana Malik Ibrahim Malang is 88,70%. Effective contribution that is given by word of mouth variable toward decision of university student to choose bachelor degree program at State Islamic University of Maulana Malik Ibrahim Malang is 6, 28% and effective contribution from brand image variable toward decision of university student to choose bachelor degree program at State Islamic University of Maulana Malik Ibrahim Malang is 49,31%.