The Effect of Campus Image and Word of Mouth on Students' Decisions in Choosing a Business Education Study Program at State University Of Medan

This study aims to analyze the influence of campus image and word of mouth on the decision of 2025 cohort students in choosing the Business Education Study Program at Universitas Negeri Medan. This research employed a quantitative approach using an ex post facto method. The population consisted of 111 students, all of whom were selected as the sample through the total sampling technique. Data were collected using a Likert-scale questionnaire and analyzed using multiple linear regression, t-test, F-test, and the coefficient of determination (R²). The results showed that campus image had a positive and significant influence on students' decisions in choosing the Business Education Study Program at Medan State University (t value = 7.322; sig = 0.000 < 0.05). Word of mouth also had a positive and significant influence on students' decisions in choosing the Business Education Study Program at Medan State University (t value = 5.779; sig = 0.000 < 0.05). Simultaneously, both variables had a positive and significant influence on students' decisions in choosing the Business Education Study Program at Medan State University (f value = 40.939; sig = 0.000 < 0.05). The findings indicate that 43.1% of the variation in students' decisions to choose the Business Education Study Program can be explained by campus image and word of mouth, while the remaining 56.9% is influenced by other factors outside the scope of this study.