Is StudentsÃ¢ÂÂ Religiosity Moderating Word of Mouth in Islamic Private Higher Education?Eko Handayanto1*, Tulus Haryono2 and Hunik Sri Runing Sawitri2
- *Corresponding Author:
- Eko Handayanto
University of Muhammadiyah Malang
East Java, Indonesia
E-mail: [email protected]
Received Date: April 07, 2017; Accepted Date: April 18, 2017; Published Date: April 21, 2017
Citation: Handayanto E, Haryono T, Sawitri HSR (2017) Is Students’ Religiosity Moderating Word of Mouth in Islamic Private Higher Education?. Int J Econ Manag Sci 6: 419. doi: 10.4192/2162-6359.1000419
Copyright: © 2017 Handayanto E, et al. This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.
Marketing communications by Word of Mouth or WOM universally important role in business success and is one of the marketing communication strategy, a strong impact on the performance of marketing, as well as playing an important role in influencing the purchasing decision back. WOM can be an alternative marketing communications for a private university based Islamic religion that have had difficulty in promoting the institution. The research aims to analyze the influence of service quality on WOM marketing communications. Another research aim is to analyze the role of satisfaction as a mediator, and the role of religiosity as moderator effect of service quality on WOM marketing communications. Respondents are students of University of Muhammadiyah Malang and University of Islam Malang who had conducted WOM. Data collected by questionnaire and analyzed using SEM PLS. The analysis showed that the service quality has no direct effect on WOM marketing communications. Service quality has direct effect on satisfaction, and satisfaction has direct effect on WOM. Another result is religiosity did not moderate the influence of satisfaction on WOM.