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PENGARUH DIGITAL MARKETING DAN KUALITAS LAYANAN TERHADAP KEPUASAN MAHASISWA DENGAN ELECTRONIC WORD OF MOUTH (E-WOM) SEBAGAI VARIABEL MODERASI PADA PERGURUAN TINGGI SWASTA DI LEMBAGA LAYANAN PENDIDIKAN TINGGI (LLDIKTI) WILAYAH II

The purpose of this research is to study and analyze empirically, including 1) The Influence of Digital Marketing on Student Satisfaction; 2) The Influence of Service Quality on Student Satisfaction; 3) The role of e-WOM in moderating the relationship between digital marketing and Student Satisfaction; 4) The role of e-WOM is to moderate the relationship between service quality and student satisfaction. This study uses a quantitative descriptive approach with the research respondents being students, with a sample of 383 people in several Private Universities (Universities) LLDIKTI Region II. Data collection uses survey and questionnaire techniques. This research approach combines two main theories, namely Customer Satisfaction Theory (Kano Model) and Social Exchange Theory. The data analysis in this study uses SEM-PLS software analysis (SmartPls.4). The results of the study revealed that 1) Digital marketing has an effect and is significant on Student Satisfaction; 2) Service Quality has an effect and is significant to Satisfaction; 3) The role of e-WOM in moderating does not affect and significantly affect the relationship between digital marketing and Student Satisfaction; 4) The role of e-WOM in moderating has no effect and significantly affects the relationship between service quality and student satisfaction.

Availability
#
Central Library (Reference) T1901032025
T190103
Available but not for loan - Not for Loan
Detail Information
Series Title
-
Call Number
T1901032025
Publisher
Palembang : Prodi Doktor Ilmu Manajemen, Fakultas Ekonomi Universitas Sriwijaya.,
Collation
xii, 648 hlm.; ilus.; tab.; 29 cm
Language
Indonesia
ISBN/ISSN
-
Classification
658.872 07
Content Type
Text
Media Type
-
Carrier Type
-
Edition
-
Subject(s)
Prodi Doktor Ilmu Manajemen
Pemasaran digital
Specific Detail Info
-
Statement of Responsibility
Other version/related
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