Proceedings of the 2016 Global Conference on Business, Management and Entrepreneurship

Influence of Image And Trust Of Intention To Choosing A University By Word Of Mouth As Moderating Variables

Authors
Nugraha Saefudin
Corresponding Author
Nugraha Saefudin
Available Online August 2016.
DOI
10.2991/gcbme-16.2016.88How to use a DOI?
Keywords
Image; Trust; Intention; and WOM
Abstract

Public demand on formal education has increased, especially on universities. This has caused universities as strategic sectors that are expected to create a quality human resource. The completion amongst universities tends to increase year to year. This condition demands universities to improve the quality of its education and institution to be excellent in the tight competition. Therefore, this study aims to find out the effect of the trust and the image of universities on student intention using word-of-mouth (wom) as moderating variables. The population of this study is prospective students in Bandung. This study uses deductive quantitative and survey methods. The analytical tool that is used is structural equation modeling (SEM) based on component or a variance that is known as partial least square (PLS) with 135 prospective students in Bandung as respondents . The result of the study shows the positive and significant effect of trust and the image of institutions on students intention. WOM is proved to give a positive and significant effect as a variable that strengthens the relations between the image of universities and student intention and also strengthens the relations between Trust and student intention. This empirical evidence explains that trust and the image of universities are other important factors that can build student intention because students rely on word-of-mouth (WOM) which has a persuasive role in influencing students' decision.

Copyright
© 2016, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 2016 Global Conference on Business, Management and Entrepreneurship
Series
Advances in Economics, Business and Management Research
Publication Date
August 2016
ISBN
10.2991/gcbme-16.2016.88
ISSN
2352-5428
DOI
10.2991/gcbme-16.2016.88How to use a DOI?
Copyright
© 2016, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Nugraha Saefudin
PY  - 2016/08
DA  - 2016/08
TI  - Influence of Image And Trust Of Intention To Choosing A University By Word Of Mouth As Moderating Variables
BT  - Proceedings of the 2016 Global Conference on Business, Management and Entrepreneurship
PB  - Atlantis Press
SP  - 479
EP  - 485
SN  - 2352-5428
UR  - https://doi.org/10.2991/gcbme-16.2016.88
DO  - 10.2991/gcbme-16.2016.88
ID  - Saefudin2016/08
ER  -