eSERVQUAL, eWOM REFERENCE, AND eBRAND EQUITY MODEL: THE EXTENDED THEORY OF PLANNED BEHAVIOUR IN THE PRIVATE HIGHER EDUCATION CHOICE BEHAVIOUR

Abstract

This study aims to empirically examine the electronic service quality (eSERVQUAL), electronic word-of-mouth (eWOM) reference, and university electronic brand equity (eBrand Equity) constructs that extend the theory of planned behavior to the higher education choice behavior of higher education students in Indonesia. Five hundred and five valid data points were collected from Indonesian higher education students using purposive sampling and analyzed using structural equation modeling and the statistical application AMOS 26. The result indicates that eSERVQUAL, eWOM reference, and university eBrand Equity influence students' selection of higher education. This result suggests that higher education website service quality (eSERVQUAL), eWOM, and university eBrand Equity could enhance student candidates' higher education selection behavior. This research extends the theory of planned behavior that concentrates on the influences of eSERVQUAL, which represents an attitude, eWOM reference, which means the subjective norm; and higher education eBrand Equity, which represents perceived behavior control, in selecting private higher education.