| dc.description.abstract | The purpose of the study was conducted to examine and analyze the effect of marketing communication
consisting of advertising, sales promotion, personal selling, public relations, direct marketing and word of
mouth variables on the interest in choosing a private university in East Java by mediating Academic Branding
Reputation. The research method uses Structural Equation Modeling (SEM) with testing using AMOS, a
research sample of 186 people with a multi-stage random sampling method. The results of the study that
marketing communication which includes advertising, sales promotion, public relations, personal selling and
direct marketing that has been carried out by Private University in East Java cannot directly encourage interest
in choosing Private University. Only the word of mouth variable has a significant effect on interest in choosing a
private university. Variable advertising, public relations, personal selling and word of mouth have a significant
effect on the Academic Branding Reputation of Higher Education. However, sales promotion and direct
marketing have no significant effect on Academic Branding Reputation. Academic Branding Reputation plays a
role in mediating the influence of Public Relations on the interest in choosing Private University in East Java.
However, it does not play a role in mediating the influence of other communication variables, namely
advertising, sales promotion, personal selling, direct marketing and word of mouth. | en_US |
