THE INFLUENCE OF VIRAL MARKETING AND WORD OF MOUTH (WOM) ON THE DECISION OF CHOOSING A CAMPUS AMONG MAJENE OPEN UNIVERSITY STUDENTS

Abstract

This research aims to determine the influence of viral marketing and word of mouth (WoM) on the choice decisions of Majene Open University students. The method used is causal research. The data analysis technique used is multiple linear regression analysis with a significance level of 0.05 with the SPSS 25 program. This research method uses the multiple linear regression method. The sampling technique in this research used non-probability sampling using the Slovin formula, obtaining a total of 155 respondents from a population of 251 people, and the data collection technique used the snow ball technique. The results of this research show that viral marketing and word of mouth (WoM) have a positive and significant effect on the choice decisions of Majene Open University students.