Word of Mouth Marketing atau Social Media Marketing yang Lebih Efektif dalam Keputusan Memilih Program Studi S1 Manajemen Di Universitas Pendidikan Ganesha

Abstract

The research was conducted as an effort to find out the comparison between the most effective marketing methods in students decission to join the Manajemen Bachelor Degree, Universitas Pendidikan Ganesha. The quantitative approach is used as a research method. The total sample of 400 respondents spread into 33 classes. The results showed there were differences between word of mouth marketing methods and social media marketing in students decission to join the Manajemen Bachelor Degree, Universitas Pendidikan Ganesha. The method of word of mouth marketing is 1.85 times more effective than social media marketing. In the use of word of mouth marketing methods, the most dominant intermediaries in influencing student choice are friends, followed by neighbors and family. In the use of social media, Instagram, Facebook and websites are the top three social media that play the most role in social media marketing. In statistical testing appears that there is a difference between the word of mouth marketing method and the social media marketing method in students decission to join the Manajemen Bachelor Degree, Universitas Pendidikan Ganesha.

Keywords : marketing; word of mouth marketing; social media marketing