The Influence of Facilities, Study Program Image and Word of Mouth on Students' Decisions in Choosing a Management Study Program (S2) Faculty of Economics and Business Halu Oleo University Kendari
Year: 2024
Type: article
Study design: Observational Study
Abstract: The purpose of this study was to examine and explain the effect of facilities, study program image and word of mouth on student decisions to choose the Management Study Program (S2), Faculty of Economics and Business, Halu Oleo University. The research opted for a quantitative study with explanatory research approach. The data was collected using a survey method using an instrument in the form of a questionnaire. The population of this study were all active students of the Master of Management Study Program, Faculty of Economics and Business UHO, totaling 219 people. Determination of the sample using the Slovin formula with a precision of 10%, in order to obtain a total sample of 69 people. Analysis equipment used for testing the hypothesis was Multivariate Regression Analysis. The results showed that simultaneously facilities, image of the study program and word of mouth simultaneously had a significant effect on student decisions. Furthermore, facility partially has a positive and significant effect on student decisions. Then the image of the study program partially has a positive and significant effect on student decisions. Finally, word of mouth has a positive and partially significant effect on student decisions. Thus it can be concluded that changes in the improvement of facilities, the image of the study program and word of mouth that are described through equipment, symbolic images and recommendations have a positive and significant contribution to increasing student decisions is reflected in the quick decision, self-selection, excellence of the study program and the conviction of selection.
Authors: Muh.Sariep Hidayat, Yusuf Yusuf
Institution: Universitas Halu Oleo
Language: English
Subfield: Marketing
Domain: Social Sciences
SDG: Quality education
Open Access status: bronze
OpenAlex ID: W4405153675