Guerrilla Marketing in Higher Education the Creative Promotion for Student Purchase Intention

DOI

10.2991/978-94-6463-234-7_58How to use a DOI?

Keywords

Guerrilla Marketing; Higher Education; Purchase Intention; Word of Mount

Abstract

The purpose of this study is to explore guerrilla marketing in private universities. Strong and weak advertising theory is the basis of this research. A descriptive survey was used as the research design. The analysis method uses the Structure Equation Model (SEM) with SmartPLS 3.0 through a quantitative survey design. With a sample size of 140 participants, the study’s population consisted of private university students dispersed around Serang, Banten Province. Guerrilla marketing is a novelty strategy that emphasizes originality. The purpose of this study is to examine the impact of guerilla marketing (X) on students’ purchasing intentions (Y), using word of mouth (M) as a moderating factor. According to the findings of this study, word of mouth had a positive and significant impact on students’ purchase intentions with a statistical t value of 2.283 > t table 1.960, and Guerilla Marketing had a positive and significant impact on students’ purchase intentions with a statistical t value of 7359 > t table 1.960. The results of this study also indicate that the word of the mount can be used as a mediating variable with the results of a statistical t value of 4.339 > t table 1.960 for guerrilla marketing on students’ purchase intentions.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Mirza Abdi Khairusy
AU  - Ratih Hurriyati
AU  - Puspo Dirgantari
AU  - Didit Haryadi
PY  - 2023
DA  - 2023/09/29
TI  - Guerrilla Marketing in Higher Education the Creative Promotion for Student Purchase Intention
BT  - Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)
PB  - Atlantis Press
SP  - 569
EP  - 576
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-234-7_58
DO  - 10.2991/978-94-6463-234-7_58
ID  - Khairusy2023
ER  -