Komunikasi Word-of-Mouth dalam Keputusan Pemilihan Perguruan Tinggi Swasta di Jakarta

F.A Wisnu Wirawan, Elsie Oktivera

Abstract


This study aims to find out how word of mouth occurs and shapes consumer behavior in the decision-making process for choosing further studies in private universities, especially in Sekolah Tinggi Ilmu Komunikasi dan Sekretari (STIKS) Tarakanita. This study uses a qualitative method with in-depth interviews with 10 informants who are first-year students of the Batch 2021. The results of the study found that experiential word of mouth from parents and families provided a stimulus and formed buying decision behavior in choosing STIKS Tarakanita as a place to continue informants’ higher education. In addition, the word of mouth found to have the highest effect on purchasing decisions was intentional word of mouth formed from alumni and users.

Abstrak

Penelitian ini memiliki tujuan untuk mengetahui bagaimana word of mouth terjadi dan membentuk perilaku konsumen pada proses pengambilan keputusan pemilihan studi lanjut perguruan tinggi swasta khususnya Sekolah Tinggi Ilmu Komunikasi dan Sekretari (STIKS) Tarakanita. Penelitian ini menggunakan metode kualitatif dengan wawancara mendalam kepada 10 orang informan yang merupakan mahasiswa tingkat satu Angkatan 2021. Hasil penelitian menemukan bahwa word of mouth jenis experiental yang berasal dari orang tua dan keluarga memberikan stimulus dan membentuk perilaku keputusan pembelian dalam hal ini adalah memilih STIKS Tarakanita sebagai tempat melanjutkan studi perguruan tinggi. Selain itu word of mouth yang ditemukan yang paling memberikan efek tertinggi dalam keputusan pembelian adalah word of mouth intentional yang terbentuk dari alumni dan pengguna lulusan (user).

Keywords


word-of mouth, brand experience, keputusan pembelian, komunikasi pemasaran

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DOI: https://doi.org/10.36914/jikb.v7i2.557

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