Komunikasi Word-of-Mouth dalam Keputusan Pemilihan Perguruan Tinggi Swasta di Jakarta

This study aims to find out how word of mouth occurs and shapes consumer behavior in the decision-making
process for choosing further studies in private universities, especially in Sekolah Tinggi Ilmu Komunikasi dan
Sekretari (STIKS) Tarakanita. This study uses a qualitative method with in-depth interviews with 10 informants
who are first-year students of the Batch 2021. The results of the study found that experiential word of mouth
from parents and families provided a stimulus and formed buying decision behavior in choosing STIKS
Tarakanita as a place to continue informants’ higher education. In addition, the word of mouth found to have
the highest effect on purchasing decisions was intentional word of mouth formed from alumni and users.
Keywords: word-of mouth, brand experience, purchase decision, marketing communication