The Effects of Perceived Value, Study Program Image, and Word of Mouth (WoM) on Purchasing Decisions of College of Economic Students in Central Java Province, Indonesia
AbstractThis study aimed to prove and analyze the effects of perceived value, study program image, and word of mouth (WoM) on purchasing decisions of College of Economics students (STIE) in Central Java Province, Indonesia. The number of population of this study was 27,781 students. The number of the sample of this study was 316 freshmen students of the College of Economics in Central Java Province. Data were collected using questionnaires and analyzed using multiple linear regression analysis. Results of the data analysis proved that perceived value has a significant positive effect on purchasing decisions; college image has a significant but negative effect on purchasing decisions; word of mouth has a significant and positive effect on purchasing decisions. Perceived value, image, and word of mouth simultaneously have a significant effect on purchasing decisions of College of Economics students (STIE) in Central Java Province, Indonesia.
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