Word of mouth marketing berpengaruh terhadap keputusan kuliah

The increasingly fierce competition demands service actors, especially in the field of education, one of which is STTKD Yogyakarta to maximize their performance. One of the challenges is how to make a decision to choose educational products offered by STTKD Yogyakarta. This study aims to determine: word of mouth marketing influences study decisions at STTKD Yogyakarta. This research design is a survey research. The sample in this study were students studying at STTKD Yogyakarta. The sampling technique in this study used purposive sampling with a total sample of 145. The data collection technique used a questionnaire that had been tested for validity and reliability. From the results of the validity test, it can be seen that for the word of mouth marketing variable, all questions are valid. Meanwhile, for the reliability test, Cronbach's Alpha coefficient is 0.857. The value of the reliability coefficient obtained looks quite large so that it shows reliable. From the results of the validity test, it can be seen that for the study decision variables, all questions are valid. Meanwhile, for the reliability test, Cronbach's Alpha coefficient is 0.825. The value of the reliability coefficient obtained looks quite large so that it shows reliable. The data analysis technique used to answer the research hypothesis is a simple regression test. The results of this study indicate that: there is a positive influence of word of mouth marketing on study decisions at STTKD Yogyakarta. This is evidenced by the t count of 5.831 with a significance value of 0.000 less than 0.05, and the regression coefficient has a positive value of 0.550.