Pengaruh Word Of Mouth dan Experiential Marketing Terhadap Keputusan Mahasiswa Memilih Berkuliah Di Universitas Merdeka Malang. (Indonesian)

Education plays a crucial role in individual development, enabling people to learn and apply various knowledge in life. Universitas Merdeka Malang is one of the leading higher education institutions in Indonesia. This research focuses on the campus's indirect marketing strategies to introduce itself to the broader community. Word of mouth communication and experiential marketing can be effective information sources in influencing prospective students. The research aims to analyze the impact of these two factors on the decision to choose Universitas Merdeka Malang as a study destination. The study uses primary data collected from 97 respondents, students of the Faculty of Economics and Business from the 2022-2023 academic year. Samples were selected using random sampling method, and data were analyzed using multiple regression analysis. Research findings indicate that word of mouth and experiential marketing significantly influence the college selection decision. [ABSTRACT FROM AUTHOR]

Pendidikan memainkan peran kunci dalam pengembangan individu, memungkinkan mereka mempelajari dan menerapkan berbagai pengetahuan dalam kehidupan. Universitas Merdeka Malang merupakan salah satu perguruan tinggi terkemuka di Indonesia. Penelitian ini fokus pada strategi pemasaran tidak langsung kampus untuk memperkenalkan diri kepada masyarakat luas. Komunikasi word of mouth dan experiential marketing dapat menjadi sumber informasi yang efektif dalam mempengaruhi calon mahasiswa. Tujuan penelitian adalah menganalisis pengaruh kedua faktor tersebut terhadap keputusan memilih Universitas Merdeka Malang sebagai tempat studi. Penelitian menggunakan data primer yang dikumpulkan dari 97 responden mahasiswa Fakultas Ekonomi dan Bisnis angkatan 2022-2023. Sampel dipilih menggunakan metode random sampling, dan data dianalisis dengan regresi berganda. Hasil penelitian menunjukkan bahwa word of mouth dan experiential marketing memiliki pengaruh signifikan terhadap keputusan pemilihan perguruan tinggi. [ABSTRACT FROM AUTHOR]

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