Higher Education Branding In Private University In Electronic Word-Of-Mouth At Medan City

dc.contributor.authorBulan, Tapi Rondang Ni
dc.date.accessioned2021-12-07
dc.date.available2021-12-07
dc.date.issued2021
dc.identifier.uri https://repositori.unhar.ac.id/handle/515/higher-education-branding-in-private-university-in-electronic-word-of-mouth-at-medan-city
dc.description.abstract This study aims to determine the effect of brand understanding, brand influence and brand credibility on the selection of private universities in electronic word of mouth, either partially or simultaneously. The population in this study was 100 with a sample of 100 respondents using a sampling technique, namely probability sampling. The analysis technique used is multiple linear regression. The results showed that brand understanding had no effect on the selection of private universities in electronic word of mouth, brand influence had no effect on the selection of private universities in electronic word of mouth, brand credibility had a positive and significant effect on the selection of private universities in electronic word of mouth. , brand understanding, brand influence and brand credibility have a positive and significant effect on the selection of private universities in electronic word of mouth and the selection of private universities in electronic word of mouth (y) is influenced by X1 (brand understanding), X2 (brand influence), and X3 (brand credibility) of 10.7%en_US
dc.language.isoenen_US
dc.publisherUniversitas Harapan Medanen_US
dc.subjectHigher Education Branding In Private Universityen_US
dc.titleHigher Education Branding In Private University In Electronic Word-Of-Mouth At Medan Cityen_US
dc.typeKarya Ilmiahen_US


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