GUERRILA MARKETING IN HIGHER EDUCATION THE CREATIVE PROMOTION FOR STUDENT PURCHASE INTENTION Mirza Abdi Khairusy (a*), Ratih Hurriyati (b), Puspo Dewi Dirgantari (c), Didit Haryadi (d)
Universitas Pendidikan Indonesia, Bandung, Indonesia
Universitas Banten Jaya, Serang, Indonesia
Universitas Primagraha, Serang, Indonesia
Abstract
The research purpose was to explore guerrila marketing in higher education. The analysis method using the Structure Equation Model (SEM) with SmartPLS 3.0 through a quantitative survey design. The population in this study are new students from 21 private universities spread across the city of Serang. Guerilla marketing is an unconventional methods that focusing on a creativity. This study aims to analyze the influence of Guerilla Marketing (X) on Student Purchase Intention(Y) with Word of Mount (M) as a Moderating. The result of this study found that Guerilla Marketing has a positive and significant effect on Student purchase intention, Word of mount has a positive and significant effect on student purchase intention. The result of this study have also shown that the word of mount can be used as mediating variabel of guerilla marketing on student purchase intention
Keywords: Guerrila Marketing, Word Of Mount, Purchase Intention, Higher Education
