PENGARUH KUALITAS PELAYANAN DAN HARGA TERHADAP KEPUTUSAN MAHASISWA MEMILIH STIESIA SURABAYA YANG DIMODERASI ELECTRONIC WORD OF MOUTH

Sheila  Berylivia; Marsudi  Lestariningsih

Sheila Berylivia Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya
Marsudi Lestariningsih Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya

Keywords: service quality, price, electronic word of mouth, student decisions

Abstract

This study analyzes the Influence of Service Quality and Price on Students' Decisions to Choose STIESIA Surabaya with Electronic Word of Mouth (EWOM) as a Moderating Variable. The type of research used is quantitative. The subjects of this study were all STIESIA Surabaya undergraduate students. The sampling technique used was purposive sampling. The sample size used was 95 respondents. Questionnaire data collection was carried out through indirect distribution of questionnaires using Google Form. The analysis method used was the Moderation Regression Method through SPSS 26.0 Software. The results obtained were: Service Quality Has a Significant Influence on Student Decisions; Price Has a Significant Influence on Student Decisions; EWOM Has a Significant Influence Moderating the Influence of Product Quality on Student Decisions; and EWOM Has a Significant Influence Moderating the Influence of Price on Student Decisions. Based on these four results, it can be concluded that the four hypotheses are correct and acceptable.