Guerrilla Marketing in Higher Education the Creative Promotion for Student Purchase Intention

Mirza Abdi Khairusy (), Ratih Hurriyati, Puspo Dirgantari and Didit Haryadi
Additional contact information
Mirza Abdi Khairusy: Universitas Pendidikan Indonesia
Ratih Hurriyati: Universitas Pendidikan Indonesia
Puspo Dirgantari: Universitas Pendidikan Indonesia
Didit Haryadi: Universitas Primagraha, Faculty of Economic and Business Education

A chapter in Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022), 2024, pp 569-576 from Springer

Abstract: Abstract The purpose of this study is to explore guerrilla marketing in private universities. Strong and weak advertising theory is the basis of this research. A descriptive survey was used as the research design. The analysis method uses the Structure Equation Model (SEM) with SmartPLS 3.0 through a quantitative survey design. With a sample size of 140 participants, the study’s population consisted of private university students dispersed around Serang, Banten Province. Guerrilla marketing is a novelty strategy that emphasizes originality. The purpose of this study is to examine the impact of guerilla marketing (X) on students’ purchasing intentions (Y), using word of mouth (M) as a moderating factor. According to the findings of this study, word of mouth had a positive and significant impact on students’ purchase intentions with a statistical t value of 2.283 > t table 1.960, and Guerilla Marketing had a positive and significant impact on students’ purchase intentions with a statistical t value of 7359 > t table 1.960. The results of this study also indicate that the word of the mount can be used as a mediating variable with the results of a statistical t value of 4.339 > t table 1.960 for guerrilla marketing on students’ purchase intentions.

Keywords: Guerrilla Marketing; Higher Education; Purchase Intention; Word of Mount (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-234-7_58

Ordering information: This item can be ordered from
http://www.springer.com/9789464632347

DOI: 10.2991/978-94-6463-234-7_58

Access Statistics for this chapter

More chapters in Advances in Economics, Business and Management Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().