The Role of Brand Image Mediates the Influence of Word of Mouth and Personal Selling on Intention to Enroll at Diamond International Private Job Training Institute

International Journal of Economics and Management Studies

© 2021 by SSRG - IJEMS Journal

Volume 8 Issue 7

Year of Publication : 2021

Authors : Ida Ayu Nyoman Maye Denia Ari, Putu Yudi Setiawan

10.14445/23939125/IJEMS-V8I7P109

How to Cite?

Ida Ayu Nyoman Maye Denia Ari, Putu Yudi Setiawan, "The Role of Brand Image Mediates the Influence of Word of Mouth and Personal Selling on Intention to Enroll at Diamond International Private Job Training Institute," SSRG International Journal of Economics and Management Studies, vol. 8,  no. 7, pp. 77-86, 2021. Crossref, https://doi.org/10.14445/23939125/IJEMS-V8I7P109

Abstract:

The purpose of this study was to examine and explain the effect of word of mouth, personal selling, and brand image on intention to enroll and the mediating role of brand image. The research population is vocational high school graduates from 2018 to 2020 in Bali Province. The number of research samples was 160 respondents through purposive sampling method represented by Denpasar City, Badung Regency, Gianyar, and Tabanan who were graduates of vocational high school majoring in hospitality (Hotel Accommodation and Culinary Art) planned to continue their education and training, had heard of discussions about Private Job Training Institute, and had heard the socialization about Diamond International Private Job Training Institute. There are 16 indicators in the questionnaire, which was filled out by the respondents through the google form. The data analysis method in this study used descriptive and inferential statistical analysis techniques in the form of SEM-PLS analysis techniques. The results showed that word of mouth, personal selling, and brand image were able to have a positive and significant effect on the intention to enroll. Personal selling variable has the highest value than word of mouth and brand image in influencing intention to enroll. Brand image is able to partially mediate the influence of word of mouth and personal selling on intention to enroll.

Keywords:

Brand image, Intention to enroll, Personal selling, Word of mouth.

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