Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 11 (2026): Musytari: Neraca Manajemen, Akuntansi, dan Ekonomi, ISSN 3025-9495
Articles

PENGARUH WORD OF MOUTH, BRAND IMAGE, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PENDAFTARAN (STUDI PADA MAHASISWA LP3I COLLEGE BANTEN)

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  • Siva Fauziah,
  • Hasan Basri,
  • Susiana Dewi Ratih
Siva Fauziah
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Mohammad Husni Thamrin
Hasan Basri
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Mohammad Husni Thamrin
Susiana Dewi Ratih
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Mohammad Husni Thamrin

Published 2026-10-24

Keywords

  • Brand Image,
  • Keputusan Pendaftaran,
  • LP3I College Banten,
  • Persepsi Harga,
  • Word of Mouth

How to Cite

PENGARUH WORD OF MOUTH, BRAND IMAGE, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PENDAFTARAN (STUDI PADA MAHASISWA LP3I COLLEGE BANTEN). (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(11). https://journal.cib.institute/index.php/musytari/article/view/5693

Abstract

Persaingan antar lembaga pendidikan tinggi yang semakin meningkat mendorong institusi untuk memahami faktor-faktor yang memengaruhi keputusan mahasiswa dalam melakukan pendaftaran. Penelitian ini bertujuan untuk menganalisis pengaruh Word of Mouth, Brand Image, dan persepsi harga terhadap keputusan pendaftaran mahasiswa di LP3I College Banten. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Data dikumpulkan melalui penyebaran kuesioner kepada 170 responden yang merupakan mahasiswa LP3I College Banten. Analisis data dilakukan menggunakan metode Structural Equation Modeling–Partial Least Squares (SEM-PLS) dengan bantuan aplikasi SmartPLS, sedangkan pengujian hipotesis dilakukan melalui analisis bootstrapping berdasarkan nilai koefisien jalur, T-statistic, dan P-value. Hasil penelitian menunjukkan bahwa Word of Mouth, Brand Image, dan persepsi harga berpengaruh positif dan signifikan terhadap keputusan pendaftaran. Nilai R-Square sebesar 0,534 menunjukkan bahwa ketiga variabel tersebut mampu menjelaskan 53,4% variasi keputusan pendaftaran, sedangkan 46,6% sisanya dipengaruhi oleh faktor lain di luar model penelitian. Hasil penelitian ini menunjukkan pentingnya komunikasi dari mulut ke mulut, penguatan citra institusi, dan persepsi kesesuaian antara biaya pendidikan dengan manfaat yang diperoleh dalam mendukung keputusan mahasiswa untuk mendaftar.
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