THE INFLUENCE OF E- WOM ( Electronic Word of Mouth) and Brand Image TOWARD THE DECISION OF TAKING AN ENGLISH COURSE
M D Ruhamak1, P Vitasmoro1*, A N Rahmadi1, Soewarno1, Djunaedi1, Nurlaely1, I G G H Marwanto1, Susmiati1, T Pramono1, E Winarti1, E H Syaidah1, B Dewandaru1, M N Hudha2

1 Universitas Kadiri, Jalan selomangleng no. 1 Kota Kediri 64155, Indonesia
*corresponding author: pamadyavitasmoro[at]unik-kediri.ac.id
2 Physics Education Study Program, Universitas Kanjuruhan Malang, Jalan S.Supriadi No.48 Malang, 65148 Indonesia

Abstract

The purpose of the study is to find out the influence of electronic word of mouth and brand image toward the decision of taking an English Course in Kampung Inggris Pare of SDIT Al Azhar Kediri in 2018/2019. This research was quantitative research. In conducting this research, the researcher used pretest and posttest design. In this research, the students were given pretest before treatments and in the end of the research the students were also given posttest after giving treatments. The treatment is the explanation about electronic word of mouth and brand image. The result shows that the students total score of pretest 1608, the mean is 50,25 and posttest is 2344, the mean is 73,25. It means that the students score increased after giving electronic word of mouth and brand image before giving decision of taking an English Course. From the data analysis, it can be concluded that electronic word of mouth and brand image has influence toward the decision of taking an English course in Kampung Inggris Pare of SDIT Al Azhar Kediri in 2018/2019

Keywords: electronic word of mouth; brand image; english course

Topic: Teaching and Learning in Science, Technology, Engineering, and Mathematics