Anteseden Word Of Mouth pada Konteks Perguruan Tinggi Swasta: Studi Empiris Di Universitas Pelita Harapan

 The number of Private Universities (PT) in Indonesia which reached 3,136 in 2018 and the downward trend in the number of student registrations since 2015-2019, as well as the ongoing covid pandemic situation, have potential for competition. PT is important to fight for and maintain competitive advantage by collaborating with stakeholders for the sustainability of PT. The purpose of this study was to see the effect of brand image, customer satisfaction, and consumer loyalty on word of mouth (WOM) behavior. This research is a quantitative research with data collection through questionnaires from respondents who are active students of Pelita Harapan University (UPH). Respondents in this study amounted to 180 respondents. Data processing in the study using PLS-SEM. The results of this study indicate that brand image has a positive effect on consumer loyalty, consumer satisfaction has a positive effect on consumer loyalty, consumer loyalty has a positive effect on WOM, brand image has a positive effect on WOM, and consumer satisfaction has a positive effect on WOM. Contributions to this research provide information and knowledge for service company managers, especially universities to make sustainable marketing decision-making strategies through brand strengthening and innovation improvement in increasing student satisfaction and loyalty.Abstrak:  Jumlah Perguruan Tinggi (PT) Swasta di Indonesia yang mencapai 3.136 di tahun 2018 dan tren jumlah pendaftaran mahasiswa yang menurun sejak tahun 2015-2019, serta situasi pandemic covid yang sedang berlangsung, berpotensi pada persaingan. PT penting untuk memperjuangkan dan mempertahankan keunggulan kompetitif dengan berkolaborasi dengan para stakeholder untuk keberlanjutan PT. Tujuan dari penelitian ini ingin melihat pengaruh citra merek, kepuasan konsumen, dan loyalitas konsumen terhadap perilaku word of mouth (WOM). Penelitian ini merupakan penelitian kuantitaif dengan pengumpulan data melalui kuesioner dari responden yang adalah mahasiswa aktif Universitas ...