Main Content
Lembaga Kita Journal Portal

Abstract

Online reviews are important information in promoting universities digitally to prospective students by using the concept of the Elaboration Likelihood Model (ELM) through the central route and the peripheral route to produce the desired goal, namely to analyze the extent to which online reviews influence prospective students' decisions in choosing and registering to a university, and to distinguish the mechanisms of influence based on the information processing path through these two routes. The method used is quantitative with a sampling technique using purposive sampling that has attributes that lead to the characteristics of the subject to obtain primary data through an online survey that will be distributed through a questionnaire using Google Forms, where the data obtained will be processed using Smart-PLS 4.0. The results obtained are an influence between the consistency of information on the decision to choose a university and there is an influence of source credibility on the decision to choose a university so that the formation of a central route from the results of the influence of information consistency on the decision to choose a university and a peripheral route is obtained from the influence of credibility on the decision to choose a university.

Keywords

Central Route Peripheral Route Information Consistency Source Credibility Choice Decision

How to Cite

Citation Format
Asnusa, S., Herlina, H., & Bandarsyah, B. (2026). Mekanisme Pengambilan Keputusan Calon Mahasiswa melalui Ulasan Online: Peran Rute Sentral dan Rute Periferal. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 12(4), 3586-3597. https://doi.org/10.35870/jemsi.v12i4.6664

References

28 References
  • Abdullah, A., Siamsa, S., Fernando Richard, Y., & Florentina Blandina, P. (2020). Peningkatan daya saing usaha micro kecil dan menengah melalui jaringan usaha. Coopetition: Jurnal Ilmiah Manajemen, 11(2), 103–116.
  • Aghakhani, N., Oh, O., Gregg, D. G., & Karimi, J. (2021). Online review consistency matters: An elaboration likelihood model perspective. Information Systems Frontiers, 23(5), 1287–1301. https://doi.org/10.1007/s10796-020-10030-7.
  • Alfred, K., Cho Hichang, & Bart P. Knijnenburg. (2016). The effect of personalization provider characteristics on privacy attitudes and behaviors: An elaboration likelihood model approach. Journal of the Association for Information Science and Technology, 64(July), 1852–1863. https://doi.org/10.1002/asi.
  • Cahyono, T. D. (2022). Review literatur akademik tentang pengaruh strategi komunikasi pemasaran digital terhadap pilihan mahasiswa. Jurnal Ilmiah Ilmu Pendidikan, 5(11), 4869–4878. https://doi.org/10.54371/jiip.v5i11.1132.
  • Chang, H. H., Lu, Y. Y., & Lin, S. C. (2019). An elaboration likelihood model of consumer response action to Facebook second-hand marketplace: Impulsiveness as a moderator. Information and Management, 57(2). https://doi.org/10.1016/j.im.2019.103171.
  • Chiou, J. S., Hsu, A. C. F., & Hsieh, C. H. (2012). How negative online information affects consumers’ brand evaluation: The moderating effects of brand attachment and source credibility. Online Information Review, 37(6), 910–926. https://doi.org/10.1108/OIR-02-2012-0014.
  • Chou, Y. C., Chuang, H. H. C., & Liang, T. P. (2022). Elaboration likelihood model, endogenous quality indicators, and online review helpfulness. Decision Support Systems, 153(September 2021), 113683–113683. https://doi.org/10.1016/j.dss.2021.113683.
  • Cyr, D., Head, M., Lim, E., & Stibe, A. (2018). Using the elaboration likelihood model to examine online persuasion through website design. Information and Management, 55(7), 807–821. https://doi.org/10.1016/j.im.2018.03.009.
  • Erwin Sahat Mora Pardede, Paham Ginting, & Endang Sulistya Rini. (2023). The influence of online customer review and online customer rating on purchase decisions: Consumer trust in Fore Coffee products at SUN Plaza Medan. International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS), 3(4), 1005–1010. https://doi.org/10.54443/ijebas.v3i4.964.
  • Febiola, I., Safitri, R., & Kriyantono, R. (2025). Pengaruh rute sentral dan rute periferal terhadap sikap konsumen pada iklan billboard Gojek. Ranah Research: Journal of Multidisciplinary Research and Development, 7(3), 2002–2014. https://doi.org/10.38035/rrj.v7i3.1383.
  • Filieri, R., & McLeay, F. (2014). E-WOM and accommodation: An analysis of the factors that influence travelers’ adoption of information from online reviews. Journal of Travel Research, 53(1), 44–57. https://doi.org/10.1177/0047287513481274.
  • Gallagher, D., Ting, L., & Palmer, A. (2008). A journey into the unknown; taking the fear out of structural equation modeling with AMOS for the first-time user. The Marketing Review, 8(3), 255–275. https://doi.org/10.1362/146934708X337672.
  • Ghasemaghaei, M., Eslami, S. P., Deal, K., & Hassanein, K. (2017). Reviews’ length and sentiment as correlates of online reviews’ ratings. Internet Research, 28(3), 544–563. https://doi.org/10.1108/IntR-12-2016-0394.
  • Hajatina, H. (2024). Strategi promosi media sosial dan pengaruhnya terhadap keputusan mahasiswa dalam memilih institusi pendidikan tinggi. JURNAL MANAJEMEN DAN BISNIS, 2(3), 136–146. https://doi.org/10.36490/jmdb.v2i3.1143.
  • Indriansyah, A., Purwanto, M. B., & Herawati, N. (2025). Digital marketing management: Efektivitas media sosial sebagai strategi promosi kampus swasta. Jurnal Ilmu Pengetahuan Sosial, 5(1), 541–558.
  • Irwan, M., & Misidawati, D. N. (2025). Peran media sosial dalam meningkatkan efektivitas public relations institusi pendidikan tinggi. Nusantara: Jurnal Ilmu Pengetahuan Sosial, 12(6), 2344–2360.
  • Kelman, H. C., & Hovland, C. I. (1953). “Reinstatement” of the communicator in delayed measurement of opinion change. Psychological Review, 48(3).
  • Khoi, B., & Ngan, N. (2019). Factors impacting to smart city in Vietnam with SmartPLS 3.0 software application. IOA3 Journal, 10(6), 1–8.
  • Kock, N. (2015). Common method bias in PLS-SEM: A full collinearity assessment approach. International Journal of E-Collaboration, 11(4), 1–10. https://doi.org/10.4018/ijec.2015100101.
  • Labrador, B., Ramón, N., Alaiz-Moretón, H., & Sanjurjo-González, H. (2014). Rhetorical structure and persuasive language in the subgenre of online advertisements. English for Specific Purposes, 34(1), 38–47. https://doi.org/10.1016/j.esp.2013.10.002.
  • Luo, Y., & Ye, Q. (2019). The effects of online reviews, perceived value, and gender on continuance intention to use international online outshopping website: An elaboration likelihood model perspective. Journal of International Consumer Marketing, 31(3), 250–269. https://doi.org/10.1080/08961530.2018.1503987.
  • Maryani, R., Wening Ken Widodasih, R. R., & Sbr, K. (2023). Pengaruh promosi online, harga dan kualitas produk terhadap keputusan pembelian produk Scarlett menggunakan aplikasi TikTok (Studi pada mahasiswa angkatan 2019 Prodi Manajemen Universitas Pelita Bangsa). JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi), 9(4), 1304–1316. https://doi.org/10.35870/jemsi.v9i4.1289.
  • Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model of persuasion. In Communication and persuasion. Springer Series in Social Psychology.
  • Sarwono, J. (2011). Mengenal path analysis: Sejarah, pengertian dan aplikasi. Jurnal Ilmiah, 11(2), 285–296.
  • Sekaran, U., & Wiley, J. (2013). Research methods for business.
  • Susmann, M. W., Xu, M., Clark, J. K., Wallace, L. E., Blankenship, K. L., Philipp-Muller, A. Z., Luttrell, A., Wegener, D. T., & Petty, R. E. (2022). Persuasion amidst a pandemic: Insights from the elaboration likelihood model. European Review of Social Psychology, 33(2), 323–359. https://doi.org/10.1080/10463283.2021.1964744.
  • Wijaya, B. S. (2013). Dimensions of brand image: A conceptual review from the perspective of brand communication. European Journal of Business and Management, 5(31), 55–65. https://doi.org/10.13140/ejbm.2013.55.65.
  • Zhu, L., Yin, G., & He, W. (2014). Is this opinion leader’s review useful? Peripheral cues for online review helpfulness. Journal of Electronic Commerce Research, 15(4), 267–280.

Author Biographies

Soraya Asnusa, Informatics and Business Institute Darmajaya

Fakultas Ekonomi dan Bisnis, Institut Informatika Dan Bisnis Darmajaya, Indonesia.

Herlina Herlina, Informatics and Business Institute Darmajaya

Fakultas Ekonomi dan Bisnis, Institut Informatika Dan Bisnis Darmajaya, Indonesia.

Bandarsyah Bandarsyah, Informatics and Business Institute Darmajaya

Fakultas Desain, Hukum Dan Pariwisata, Institut Informatika Dan Bisnis Darmajaya, Indonesia.

License

Copyright (c) 2026 Soraya Asnusa, Herlina Herlina, Bandarsyah Bandarsyah

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

This is an open-access journal distributed under the Creative Commons Attribution 4.0 International License (CC BY 4.0), which permits unrestricted use, distribution, reproduction, and adaptation in any medium (even commercially), provided appropriate credit is given to the original author(s), a link to the license is provided, and any changes made are indicated. Authors retain copyright without restrictions and grant the journal the right of first publication as well as non-exclusive publishing rights for archiving, indexing, and scholarly dissemination.

Downloads

OJS UsageStats Plugin
Download data is not yet available.
Contrimetric

Recommended Articles

Journal Transparency

Additional Information

Learn more about how this journal ensures quality, ethics, and transparency.