Energizing Value More Powerful Than Emotional Value to Intention to Enroll

Abstract

The novelty of this research, First the Energizing Value is more powerful than Emotional Value in pushing the intention to enroll. Second Traditional WOM has influenced e-service Quality. This study applies the PLS-SEM analysis method using the Smart-PLS with version 3.2.9. The methodology has a multi-equation model, namely Outer Model and Inner Model. In the Outer Model, there are 242 respondents who are students in grades 11 and 12 from private high schools in Indonesia. The finding and contribution from this research is the Energizing Value has a path coefficient 0.245, it is more powerful than the emotional Value that has a value 0.243 to Intention to Enroll, so central marketing from the university has to make an event to increase enthusiastic, motivated, strong or confidence from students in High School, in order to push into the intention to enroll. Second, the traditional WOM has a positive and significant with path coefficient 0.052. So based on this finding than managerial implications are the management has to encourage and motivate in order to increase pride, excitement, activeness, strength, and enthusiasm in the high school students. The Energizing Value has more powerful than the emotional Value in encouraging high school students to make the decision to intention to enroll.