The Influence of Electronic Word of Mouth (E-WOM) on Campus Selection Decisions Mediated by Brand Green Campus: A Study at Telkom University
DOI:
https://doi.org/10.24256/kharaj.v8i3.11652Keywords:
Electronic word of mouth, Branding green campus, Purchase decision, Campus selection decisionAbstract
This study examines how Electronic Word of Mouth (E-WOM) influences prospective students' decisions to enroll at Telkom University, specifically exploring whether a "Brand Green Campus" image mediates this relationship. Using a quantitative approach with purposive sampling, data was collected from 125 active Telkom University students who actively use social media and have encountered E-WOM regarding the campus. The data was then analyzed using Structural Equation Modeling (SEM) via SmartPLS. The findings reveal that E-WOM has a strong, significant direct impact on both the Green Campus brand (coefficient 0.657) and the final enrollment decision (coefficient 0.420). While the Green Campus brand itself also positively affects the enrollment decision (coefficient 0.288), it does not act as a statistically significant mediator between E-WOM and the decision to enroll (p-value 0.053). This suggests that E-WOM is a powerful, standalone driver of student enrollment. Consequently, to remain competitive, university management and public relations teams should focus on amplifying digital E-WOM and framing Green Campus initiatives around tangible student benefits.
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Copyright (c) 2026 Afnan Mufarih, Rahmat Hidayat, Riska Aprilina
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