The Influence of Word of Mouth as A Mediation to Institution Reputation

Wahyu Handayani, Ucep Suteja, Setyaningsih Setyaningsih, Budi Raharjo, Kevin Oloan Pratama Sinaga

Abstract


This research aims to: 1.analyse emotion experience that directly affects reputation, 2. Emotion experience influence on reputation mediated by word of mouth. Subjects in this research are consumers of two intitution. The sample uses as many as 85 respondents, data analysis technique uses Structural Equational Model (SEM) with PLS 3.0 Program. The results of this research prove; emotion experience that directly affects reputation; Emotion experience influence on reputation mediated by word of mouth. The novelty of this research is that the word of mouth can increase institution reputation. The findings of this study may contribute to consumer behavior models, at the institution.


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