PENGARUH CITRA INSTITUSI, PENGALAMAN, DAN KEPERCAYAAN MAHASISWA TERHADAP PERILAKU WORD OF MOUTH (WOM) PADA SEBUAH PERGURUAN TINGGI SWASTA DI BANDUNG
DOI:
https://doi.org/10.35794/jmbi.v13i2.68436Abstrak
Penelitian ini bertujuan menganalisis pengaruh citra institusi, pengalaman mahasiswa, dan kepercayaan terhadap perilaku word of mouth pada mahasiswa di sebuah Perguruan Tinggi Swasta di Bandung. Pendekatan kuantitatif digunakan melalui survei eksplanatori untuk memperoleh gambaran empiris mengenai hubungan antarkonsep tersebut. Hasil penelitian menunjukkan bahwa citra institusi, pengalaman mahasiswa, dan kepercayaan berperan signifikan dalam membentuk perilaku word of mouth. Citra institusi menjadi faktor yang paling kuat mendorongmahasiswa untuk menyampaikan rekomendasi positif, sementara pengalaman dan kepercayaan memberikan kontribusi penting dalam memperkuat keterikatan dan kesiapan mahasiswa untuk berbagi penilaian positif mengenai universitas. Ketiga variabel tersebut juga terbukti bekerja secara simultan dalam meningkatkan kecenderungan munculnya word of mouth. Penelitian ini menegaskan bahwa penguatan citra institusi, pengelolaan pengalaman mahasiswa yang holistik, serta pembangunan kepercayaan yang berkelanjutan merupakan strategi yang perlu diintegrasikan oleh perguruan tinggi untuk mengoptimalkan peran mahasiswa sebagai agen komunikator organik institusi.
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