Pengaruh Electronic Word of Mouth Terhadap Keputusan Mahasiswa Dalam Memilih Kost Di Kota Surakarta
DOI:
https://doi.org/10.58192/ebismen.v5i3.4662Keywords:
Electronic Word of Mouth, Consumer Decision, Information Search, Online ReviewsAbstract
The rapid development of digital technology has encouraged students to utilize online reviews and recommendations as sources of information when selecting boarding houses. This study aims to analyze the influence of Electronic Word of Mouth (e-WOM) on students’ decisions in choosing boarding houses in Surakarta City. This research employed a quantitative approach using a survey method involving 100 student boarders selected through purposive sampling. Data were analyzed using simple linear regression, t-test, and coefficient of determination (R²). The results indicate that e-WOM has a positive and significant effect on students’ boarding house selection decisions. The coefficient of determination value of 27.6% shows that students’ decisions can be explained by e-WOM, while the remaining percentage is influenced by other factors outside the scope of this study. These findings highlight the important role of digital information in supporting students’ decision-making processes when choosing boarding houses.
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