UNIVERSITY’S IMAGE MODERATES THE INFLUENCE OF LOCATION AND WORD OF MOUTH MARKETING ON THE DECISION TO CHOSE A COLLEGE

Abstract

The aim of this research is to develop a conceptual model of university’s image moderating the influence of location and word of mouth marketing on the decision to choose a university at University Management Study Program at LLDIKTI Region X in Riau Province. The data was processed using Partial Least Square (PLS), the sample size was 197 students of management study programs at universities in Riau Province. The main finding in the research is that location and word of mouth marketing influence the decision to choose a college, college image moderates the influence of location and word of mouth marketing on the decision to choose a college. The research results strengthen the theory of planned behavior where students' intentions to choose a university are caused by location, word of mouth marketing and the image of the university.