Track: Master Thesis Competition

Abstract

The objective of this research aimed to analyze the influence of intention factors including attitudes towards social media advertising, celebrity endorsements, the reputation of tutoring, and E-WOM on students' intentions to take tutoring in Palembang City. The method used in this study was quantitative research with a total of 100 respondents. Data was obtained by the online questionnaire method and the analytical technique used was SEM analysis with the Lisrel 8.80 program. The results of this study indicated that attitudes towards social media advertising and E-WOM had a positive effect on students' intentions. Further results also concluded that endorsing celebrities and the reputation of courses had no effect on students’ intentions. It was expected for the future, businessmen of courses could use social media advertising and EWOM on TikTok to increase students’ intention to join courses.