Author(s): Mesra B, Arlina Nurbaity Lubis, Endang Sulistya Rini, Amlys Syahputra Silalahi
Electronic Word of Mouth (EWM) mainly represents how consumers and former consumers perceive particular products or companies. The related information could be easily accessed by people through the media of the internet. Similarly, EWM in universities conducted by students is still not effective, it is evident that there is still low acceptance of new students at the institution. Thus, the present study attempts to investigate the direct and indirect influence of service quality on student EWM and student satisfaction. The AMOS Program was used to identify the influence between the aforementioned variables. A sample of 150 active student samples from five universities in Medan, Indonesia were sampled. The results showed the direct influence of service quality on EWM of 0.224 and the indirect influence of service quality on EWM through the satisfaction of 0.367. So that the indirect influence through satisfaction is greater than the direct influence between the service quality on EWM.