摘要：This study aims to analyze the influence of word of mouth and university reputation on student
decision to study at faculty of economics at the Universitas Islam Sumatera Utara (UISU), Indonesia.
This research uses quantitative approach with explanatory research type. The sample size
includes all 177 new university students of academic year 2015-2016 and processed statistically
with multiple linier regression method. Results show that word of mouth does not positively influence
on students’ decision to study. Otherwise, university reputation partially had a positive and
significant effect on students’ decision to study. In addition, word of mouth and university reputation
influence on students’ decision to study. This shows that prospective students do not consider
word-of-mouth good and bad information of the UISU, but rather consider the university's reputation
in choosing a place to study. UISU should do more professionally in fulfilling facilities and
infrastructure and improving the quality of lecturers. Tight competition requires universities to
always build a good reputation through new breakthroughs that can be a mainstay and have a high
selling value. UISU is required to be more professional by prioritizing user satisfaction.
关键词：Word of Mouth;University Reputation;Student Decision;UISU
