电子学习品牌形象的作用,通过E-WOM和学生满意度在Covid-19大流行

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摘要

由于新冠肺炎疫情的爆发,最近纷纷转向在线学习,这让大学纷纷争夺声誉。这种现象很有趣,因为电子学习在大流行期间提供了学习系统解决方案,这是一种相当有效的学习工具,不会造成大量学生。高等教育机构之间日益激烈的竞争使得包括三宝垄大学在内的每一所大学都面临着在更广泛的社区中形成积极形象的挑战。许多未来的学生会对拥有积极形象的大学机构有一种特殊的亲和力。因此,一个积极的形象是非常重要的,研究和不断重新评估每一个高等院校。本研究集中在新冠肺炎大流行时代三宝朗卡雅胡萨达大学(UNKAHA)的电子学习,电子口碑,学生满意度与大学品牌形象的关系和作用。本研究采用定量方法,对Unkaha学生进行问卷调查,然后使用SPSS和Excel程序对所得数据进行处理。结果表明:e-learning对e- womm有正向显著影响,学生满意度对Unkaha品牌形象有正向显著影响,e-learning对学生满意度有正向显著影响,e- womm在e- womm对大学形象品牌的影响中起中介作用,学生满意度在e-learning对大学品牌形象的影响中起中介作用。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Peran Pembelajaran Elektronik terhadap Citra Merek Melalui E-WOM dan Kepuasan Mahasiswa di Era Pandemi Covid-19
The recent shift to online learning as a result of the COVID-19 outbreak has left universities vying for reputation. This phenomenon is interesting because e-learning offers learning system solutions during a pandemic, which is a fairly effective learning tool without creating crowds of students. Increased competition among tertiary institutions has made every university, including UNKAHA Semarang, challenged to form a positive image in the wider community. Many prospective students will have a special affinity for a university institution that has a positive image. Therefore, a positive image is very important to be researched and always re-evaluated by each tertiary institution. This research concentrates on the relationship and role of e-learning, e-word of mouth, student satisfaction with university brand image at Karya Husada University (UNKAHA) Semarang in the era of the Covid-19 pandemic. This study used a quantitative method by distributing questionnaires to Unkaha students, the data obtained was then processed using the SPSS and Excel programs. The results showed that e-learning had a positive and significant effect on e-wom, student satisfaction had a positive and significant effect on Unkaha's brand image, e-learning had a positive and significant effect on student satisfaction, e-wom played a role in mediating the influence between e-learning and image university brand, and student satisfaction play a role in mediating the influence between e-learning and university brand image.
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