Pengaruh Word of Mouth dan Brand Awareness Terhadap Minat Mahasiswa Baru pada Program Studi Manajemen di Universitas Muhammadiyah Makassar

Authors

  • A. Ade Wahyudi Asdar Universitas Muhammadiyah Makassar

DOI:

https://doi.org/10.55606/jumbiku.v6i1.6907

Keywords:

Brand Awareness, Campus Reputation, New Student Interest, Student Recruitment, Word of Mouth

Abstract

This study aims to analyze the influence Word of MouthAnd Brand Awarenesson the interest of new students in choosing the Management Study Program at Muhammadiyah University of Makassar. The phenomenon of low utilization of credible information and the less than optimal image of the institution is an important basis for this research, considering that the decision to choose a higher education institution involves reputation, perceived quality, and information received by prospective students. The study used a quantitative method with a survey approach. The study population was all 272 new students of the Management Study Program class of 2025, and the sample was determined using the Slovin formula to obtain 73 respondents. Primary data was obtained through a Likert scale questionnaire, while secondary data was collected from literature, documents, and relevant publications. The research instrument included three variables, namely Word of Mouth,Brand Awareness, and New Student Interest, which is measured based on established operational indicators. The results of the study show thatBrand Awarenessbecome the most dominant factor in increasing the interest of new students, whileWord of Mouthhad no significant effect. This finding underscores the need to strengthen the institution's image and optimize promotional strategies to increase campus visibility.

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Published

2026-02-19

How to Cite

A. Ade Wahyudi Asdar. (2026). Pengaruh Word of Mouth dan Brand Awareness Terhadap Minat Mahasiswa Baru pada Program Studi Manajemen di Universitas Muhammadiyah Makassar. Jurnal Manajemen, Bisnis Dan Kewirausahaan, 6(1), 686–712. https://doi.org/10.55606/jumbiku.v6i1.6907

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Vol. 6 No. 1 (2026): April: Jurnal Manajemen, Bisnis dan Kewirausahaan (JUMBIKU)

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