THE INFLUENCE OF DIGITAL MARKETING AND E-WOM ON THE DECISION TO CHOOSE A UNIVERSITY

Abstract

Time and cost limitations are the main obstacles when looking for information related to universities no longer need to be done offline or directly, in the digital age that is now taking place social media is one of the main methods of finding news and information. This study aims to determine the effect of digital marketing and E-WOM on the decision to choose a university (UMKT). The Subject are the students of undergraduated program of Management UMKT. This research uses quantitative analysis. The sample used in this study was 130 respondents who were taken by non- probability sampling method using purposive sampling. The data collection technique was carried out using a questionnaire in the form of a google form link. The results of this study indicate that digital marketing has a positive and significant effect on the decision to choose a university, and E- WOM has a positive and significant effect on the decision to choose a university.