DOI: 10.36347/sjebm.2019.v06i12.002

Pages: 554-561

The decreasing in the number of student intakes is a indicator of whether good or not a University in Tangerang, during 1917/1918 and 1918/1919, there was a decrease in the number of student intakes from most private universities in the Tangerang area. by 64%, while 36% of Private Universities experienced an increase, so in this study researchers took a sample of 229 respondents, from two private universities in the area of tangerang, majoring in economics. In this study, we will examine whether university quality, price and service quality have a positive effect on WOM by using the SEM Method. And the result is that from University Quality, Price, Customer satisfaction and Service quality, what influences WOM according to the sequence is University Quality of 0.433 and Customer satisfaction of 0.392 and Price 0.087 significantly positive effect on WOM, and University Quality and Customer Satisfaction and Service quality have an effect positive amounting to R2 is 0.742 or 74.2% of WOM. Whereas University Quality, Price and Serive Quality have a positive effect on customer satisfaction at University Quality 0.259 and Price 0.374 and Service Quality 0.340, so that of the three variables the most influential on customer satisfaction is the second price is service quality and the third is university quality. And University Quality, Price and Service Quality have a positive effect of 0.78 or 78% of customer satisfaction. While Price is not significant because only 0.01 affects WOM and Service Quality is also insignificant because only 0.087 affects WOM.