The Impact of Educational Quality on Word-of-Mouth about Universitas Pancasila: The Mediating Role of Institutional Image among Senior High School Students in Depok City, West Java

Ade Wahyudi; Setiarini Setiarini; Indra Ade Irawan; Refaldi Bremana Sitepu; Sarah Aini Salsabila

Authors

Ade Wahyudi Faculty of Economics and Business, Pancasila University, Jakarta
Setiarini Setiarini Faculty of Economics and Business, Pancasila University, Jakarta
Indra Ade Irawan Faculty of Economics and Business, Pancasila University, Jakarta
Refaldi Bremana Sitepu Faculty of Economics and Business, Pancasila University, Jakarta
Sarah Aini Salsabila Faculty of Economics and Business, Pancasila University, Jakarta

Keywords:

Educational Quality, Institutional Image, Word-of-Mouth, Higher Education

Abstract

This study examines the impact of educational quality on word-of-mouth (WOM) about Universitas Pancasila, with institutional image serving as a mediating variable among senior high school students in Depok City, West Java. Using a quantitative explanatory approach and data collected from 150 respondents, the study employed Structural Equation Modeling–Partial Least Squares (SEM-PLS) for analysis. The results reveal that educational quality significantly influences institutional image and WOM, while institutional image also exerts a significant positive effect on WOM. Furthermore, institutional image mediates the relationship between educational quality and WOM, indicating that a strong image enhances the effect of perceived educational quality on students’ willingness to share positive recommendations. These findings highlight the importance of maintaining high educational standards and a credible institutional image as key strategies to foster voluntary advocacy and strengthen university competitiveness within Indonesia’s higher education landscape.

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