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Word-of-mouth vs traditional marketing : case study in Kolej Universiti Islam Antarabangsa Selangor (KUIS) / Nur Aifa Samberi

Higher Education Institutions (HEI) are places where students of Sijil Pelajaran Malaysia (SPM), Sijil Tinggi Pelajaran Malaysia (STPM), Sijil Tinggi Agama Malaysia (STAM) and on a par choose to continue their study. These institutions offer a chance for students to gain extra knowledge based on the...

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Main Author: Samberi, Nur Aifa
Format: Student Project
Language:English
Published: 2017
Subjects:
Marketing
Online Access:https://ir.uitm.edu.my/id/eprint/88988/3/88988.pdf
https://ir.uitm.edu.my/id/eprint/88988/
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spelling my.uitm.ir.889882024-01-18T09:37:09Z https://ir.uitm.edu.my/id/eprint/88988/ Word-of-mouth vs traditional marketing : case study in Kolej Universiti Islam Antarabangsa Selangor (KUIS) / Nur Aifa Samberi Samberi, Nur Aifa Marketing Higher Education Institutions (HEI) are places where students of Sijil Pelajaran Malaysia (SPM), Sijil Tinggi Pelajaran Malaysia (STPM), Sijil Tinggi Agama Malaysia (STAM) and on a par choose to continue their study. These institutions offer a chance for students to gain extra knowledge based on the program that they have chosen. Marketing strategies implemented by these institutions can influence students on their choice of HEI. The strategies here are word of mouth and traditional marketing. This study was run in order to determine which marketing strategies between word of mouth and traditional marketing that most influence the choice of students to higher education institutions. Both strategies are very usual among marketers to attract their customers/students. This research was done in Kolej Universiti Islam Antarabangsa Selangor (KIJIS). Questionnaires were distributed to students of KIJIS. The collected data was analyzed using SPSS. By using mean, standard deviation, correlation analysis and regression analysis, the result showed that both word-of-mouth (WOM) and traditional marketing variables were significant and positively related to the dependent variable. However, WOM created better result than traditional marketing and it was suggested strategy to use in HEI. 2017 Student Project NonPeerReviewed text en https://ir.uitm.edu.my/id/eprint/88988/3/88988.pdf Word-of-mouth vs traditional marketing : case study in Kolej Universiti Islam Antarabangsa Selangor (KUIS) / Nur Aifa Samberi. (2017) [Student Project] (Unpublished)
institution Universiti Teknologi Mara
building Tun Abdul Razak Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Mara
content_source UiTM Institutional Repository
url_provider http://ir.uitm.edu.my/
language English
topic Marketing
spellingShingle Marketing
Samberi, Nur Aifa
Word-of-mouth vs traditional marketing : case study in Kolej Universiti Islam Antarabangsa Selangor (KUIS) / Nur Aifa Samberi
description Higher Education Institutions (HEI) are places where students of Sijil Pelajaran Malaysia (SPM), Sijil Tinggi Pelajaran Malaysia (STPM), Sijil Tinggi Agama Malaysia (STAM) and on a par choose to continue their study. These institutions offer a chance for students to gain extra knowledge based on the program that they have chosen. Marketing strategies implemented by these institutions can influence students on their choice of HEI. The strategies here are word of mouth and traditional marketing. This study was run in order to determine which marketing strategies between word of mouth and traditional marketing that most influence the choice of students to higher education institutions. Both strategies are very usual among marketers to attract their customers/students. This research was done in Kolej Universiti Islam Antarabangsa Selangor (KIJIS). Questionnaires were distributed to students of KIJIS. The collected data was analyzed using SPSS. By using mean, standard deviation, correlation analysis and regression analysis, the result showed that both word-of-mouth (WOM) and traditional marketing variables were significant and positively related to the dependent variable. However, WOM created better result than traditional marketing and it was suggested strategy to use in HEI.
format Student Project
author Samberi, Nur Aifa
author_facet Samberi, Nur Aifa
author_sort Samberi, Nur Aifa
title Word-of-mouth vs traditional marketing : case study in Kolej Universiti Islam Antarabangsa Selangor (KUIS) / Nur Aifa Samberi
title_short Word-of-mouth vs traditional marketing : case study in Kolej Universiti Islam Antarabangsa Selangor (KUIS) / Nur Aifa Samberi
title_full Word-of-mouth vs traditional marketing : case study in Kolej Universiti Islam Antarabangsa Selangor (KUIS) / Nur Aifa Samberi
title_fullStr Word-of-mouth vs traditional marketing : case study in Kolej Universiti Islam Antarabangsa Selangor (KUIS) / Nur Aifa Samberi
title_full_unstemmed Word-of-mouth vs traditional marketing : case study in Kolej Universiti Islam Antarabangsa Selangor (KUIS) / Nur Aifa Samberi
title_sort word-of-mouth vs traditional marketing : case study in kolej universiti islam antarabangsa selangor (kuis) / nur aifa samberi
publishDate 2017
url https://ir.uitm.edu.my/id/eprint/88988/3/88988.pdf
https://ir.uitm.edu.my/id/eprint/88988/
_version_ 1789429247145672704
score 13.211869

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