{"title":"大学形象调节地理位置和口碑营销对选择大学决定的影响","authors":"Warnadi Warnadi, Agustedi Agustedi","doi":"10.24034/icobuss.v3i1.375","DOIUrl":null,"url":null,"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.","PeriodicalId":511596,"journal":{"name":"International Conference of Business and Social Sciences","volume":"40 1","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2024-01-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"UNIVERSITY’S IMAGE MODERATES THE INFLUENCE OF LOCATION AND WORD OF MOUTH MARKETING ON THE DECISION TO CHOSE A COLLEGE\",\"authors\":\"Warnadi Warnadi, Agustedi Agustedi\",\"doi\":\"10.24034/icobuss.v3i1.375\",\"DOIUrl\":null,\"url\":null,\"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.\",\"PeriodicalId\":511596,\"journal\":{\"name\":\"International Conference of Business and Social Sciences\",\"volume\":\"40 1\",\"pages\":\"\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2024-01-08\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"International Conference of Business and Social Sciences\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.24034/icobuss.v3i1.375\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Conference of Business and Social Sciences","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.24034/icobuss.v3i1.375","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0
摘要
本研究的目的是在廖内省 LLDIKTI 地区 X 的大学管理研究项目中，建立一个大学形象调节地理位置和口碑营销对大学选择决策影响的概念模型。数据采用偏最小二乘法（PLS）进行处理，样本量为廖内省大学管理专业的 197 名学生。研究的主要发现是，地理位置和口碑营销影响了学生选择大学的决策，而大学形象则调节了地理位置和口碑营销对学生选择大学决策的影响。研究结果加强了计划行为理论，即学生选择大学的意向是由地理位置、口碑营销和大学形象引起的。
UNIVERSITY’S IMAGE MODERATES THE INFLUENCE OF LOCATION AND WORD OF MOUTH MARKETING ON THE DECISION TO CHOSE A COLLEGE
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.
求助内容：
应助结果提醒方式：
京公网安备 11010802042870号
