| 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 |
