Wangi, Sekar Cendana (2023) Pengaruh Word Of Mouth (WOM) dan Experiential Marketing terhadap Keputusan Mahasiswa Memilih Berkuliah di Universitas Merdeka Malang (Studi Kasus terhadap Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang). Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

Education is important for every individual because, through education, an individual can learn about various kinds of things that can later be applied in life. Merdeka University Malang is one of the best higher education institutions in Indonesia. So therefore This research is motivated by marketing activities carried out indirectly by the Merdeka University of Malang to introduce the name of the campus to the wider community. Word of mouth communication and experiential marketing can be a powerful source of information in influencing purchasing decisions. The purpose of this study was to analyze the effect of word of mouth and experiential marketing on the decision to choose to study at Merdeka University Malang. The data used in this study is primary data collected from 97 respondents as students of the Faculty of Economics and Business, Merdeka University Malang, class 2019-2022. The sampling technique used in this study was random sampling method, then the data was processed using multiple regression analysis. The results of this study indicate that word of mouth and experiential marketing have a significant influence on decision making.

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