 THE SATISFACTION AS MEDIATION TO INCREASE ELECTRONIC WORD OF MOUTH AT PRIVATE HIGHER EDUCATIONArlina Nurbaity Lubis and
Endang Sulistya Rini
International Journal of Entrepreneurship, 2021, vol. 25, issue 4 Abstract: Electronic Word of Mouth (EWM) mainly represents how consumers and former consumers perceive particular products or companies. The related information could be easily accessed by people through the media of the internet. Similarly, EWM in universities conducted by students is still not effective, it is evident that there is still low acceptance of new students at the institution. Thus, the present study attempts to investigate the direct and indirect influence of service quality on student EWM and student satisfaction. The AMOS Program was used to identify the influence between the aforementioned variables. A sample of 150 active student samples from five universities in Medan, Indonesia were sampled. The results showed the direct influence of service quality on EWM of 0.224 and the indirect influence of service quality on EWM through the satisfaction of 0.367. So that the indirect influence through satisfaction is greater than the direct influence between the service quality on EWM. Keywords: Satisfaction as Mediation; Electronic Word of Mouth; Private Higher Education (search for similar items in EconPapers) There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:ris:ijentr:0204 Access Statistics for this article International Journal of Entrepreneurship is currently edited by Nicolaj Hannesbo Petersen More articles in International Journal of Entrepreneurship from Allied Business Academies |
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