Efek e-word of mouth terhadap upaya marketing dalam mempengaruhi keputusan mahasiswa baru memilih perguruan tinggi
Abstract
Penelitian ini bertujuan untuk menggali efek dari electronic word of mouth (e-WOM) terhadap 7P bauran pemasaran jasa dalam upaya mempengaruhi keputusan calon mahasiswa dalam memilih perguruan tinggi. Metode survei digunakan untuk menjaring informasi dari 119 responden mahasiswa baru Institut Bisnis dan Informatika (IBI) Kosgoro 1957 tahun akademik 2022/2023 yang didistribusikan melalui Google Form. Data dianalisis dengan menggunakan structural equation modeling partial least squares. Hasil penelitian menemukan bahwa hanya elemen proses yang memberikan pengaruh langsung signifikan terhadap keputusan calon mahasiswa memilih perguruan tinggi, sedangkan product, price, place, promotion, people, dan physical evidence tidak berpengaruh signifikan. Elemen promosi dapat mempengaruhi keputusan calon mahasiswa memilih perguruan tinggi setelah diperkuat oleh e-WOM. Bahkan e-WOM sangat memperkuat elemen proses dan e-WOM sendiri mempengaruhi langsung dengan signifikan keputusan calon mahasiswa memilih perguruan tinggi. Simpulannya yaitu e-WOM memiliki efek yang signifikan terhadap elemen promosi dan memperkuat efek elemen proses dalam mempengaruhi keputusan calon mahasiswa memilih perguruan tinggi. Implikasi hasil penelitian ini terhadap keilmuan, khususnya bidang marketing jasa adalah e-WOM merupakan salah satu teknik marketing yang memiliki kekuatan yang luar biasa dalam mempengaruhi calon konsumen. Oleh karena itu, Perguruan Tinggi harus memiliki Tim Marketing yang khusus mengelola dan memonitor e-WOM agar dapat mengendalikan e-WOM ke arah yang positif dan dapat meng-counter e-WOM yang bersifat negatif terhadap Perguruan Tingginya.
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