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

In: Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)

Author

Listed:
  • Mirza Abdi Khairusy

    (Universitas Pendidikan Indonesia
    Universitas Banten Jaya, Faculty of Economic and Business Education)

  • Ratih Hurriyati

    (Universitas Pendidikan Indonesia)

  • Puspo Dirgantari

    (Universitas Pendidikan Indonesia)

  • Didit Haryadi

    (Universitas Primagraha, Faculty of Economic and Business Education)

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.

Suggested Citation

  • Mirza Abdi Khairusy & Ratih Hurriyati & Puspo Dirgantari & Didit Haryadi, 2024. "Guerrilla Marketing in Higher Education the Creative Promotion for Student Purchase Intention," Advances in Economics, Business and Management Research, in: Ratih Hurriyati & Lili Adi Wibowo & Ade Gafar Abdullah & Sulastri & Lisnawati & Yusuf Murtadlo (ed.), Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022), pages 569-576, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-234-7_58
    DOI: 10.2991/978-94-6463-234-7_58
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