A Model for Increasing Intention to Recommend Through Emotional Value, Product Value, and Attitude Toward Service Organization at Pandanaran University, Semarang

Febrian Ryandi Syahputra

Abstract


The increasing competition among private universities in Indonesia requires higher education institutions to improve service quality in order to strengthen student loyalty, particularly through Intention to Recommend (ITR). This study aims to analyze the influence of Product Value and Emotional Value on Intention to Recommend, with Attitude Toward Service Organization acting as an intervening variable among students of Universitas Pandanaran Semarang. The research employs an explanatory design with a quantitative approach. A total of 200 students were selected using a non-probability sampling technique. Data wee analyzed using Partial Least Square (PLS). The findings reveal that Product Value has a positive and significant effect on both Attitude Toward Service Organization and Intention to Recommend. Emotional Value also shows a positive and significant effect on Attitude Toward Service Organization, although its direct effect on Intention to Recommend is not fully significant. Furthermore, Attitude Toward Service Organization has a positive and significant effect on Intention to Recommend and mediates the relationship between Product Value and Emotional Value with Intention to Recommend. These results indicate that students’ perceptions of academic service quality, campus facilities, and positive emotional experiences play a vital role in enhancing their intention to recommend the university to others. This study provides managerial implications for university leaders to improve educational product quality, enhance students’ emotional experiences, and foster positive attitudes through better service management, thereby strengthening student recommendations as an effective promotional strategy.


Keywords


Attitude Toward Service Organization; Emotional Value; Higher Education; Intention to Recommend; Product Value; PLS-SEM.

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References


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DOI: http://dx.doi.org/10.30659/jrbi.v22i2.49021

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