12 / 2015-08-28 09:37:53

Analysis of Expectation Disconfirmation, Students Satisfaction and University Image Toward E-WOM Intention through Social Media: A Case Study of an Entrepreneurial University in Jakarta

Expectation Disconfirmation Theory,Students satisfaction ,University Image ,E-WOM ,Entrepreneurial University

Since the number of entrepreneurs is still 1,65% from the total population in Indonesia, several universities in Jakarta begins to boost entrepreneurial spirit to young people through implementing entrepreneurial-based university. The research contributes to service recovery and improvement of marketing strategy to grab upcoming students. Thus, this research aims to analyze expectation disconformation (EDT), students satisfaction and University image toward WOM intention on social media in an entrepreneurial university in Jakarta. To answer research aims, the researchers use Structural Equation Model (SEM) analysis with Partial Least Square (PLS) technique. The questionnaires were distributed to 121 students who has joined the university at least for a year by using purposive sampling technique. The result of this research indicates that all variables tested are related to each other, yet the lowest loading factor was on EDT. Thus, the entrepreneurial university should improve the promotional strategy to avoid over promising.