Title: Predicting the favourable word of mouth of employed class students in university from student experience dimensions

Authors: Moses Limanto Kristanto; Ferdi Antonio; Margaretha Berlianto

Addresses: Department of Economics and Business, Graduate School of Management, Universitas Pelita Harapan, Jl. Garnisun Dalam No. 8, Kec. Setiabudi, Jakarta Selatan 12930, Indonesia ' Department of Economics and Business, Graduate School of Management, Universitas Pelita Harapan, Jl. Garnisun Dalam No. 8, Kec. Setiabudi, Jakarta Selatan 12930, Indonesia ' Department of Economics and Business, Graduate School of Management, Universitas Pelita Harapan, Jl. Garnisun Dalam No. 8, Kec. Setiabudi, Jakarta Selatan 12930, Indonesia

Abstract: This research investigates the relationship between student experience (SX), student engagement (SE), fear of missing out (FOMO), positive word of mouth (WOM), and positive electronic word of mouth (EWOM) in the context of marketing higher education for the employee class in a private university. This research aims to explain and predict positive WOM and EWOM in employee class students, especially those who are still active students. A quantitative survey was conducted in two leading private universities that hold classes whose students are employed. The study involved 163 respondents who completed a Likert scale questionnaire. Analysis was performed using partial least squares structural equation models. The findings of this study indicate that SE has a positive and significant effect on PWOM (β = 0.600; p-value = 0.000) and EWOM (β = 0.457; p-value = 0.000). SE indirectly mediates the effect of SX on PWOM (β = 0.312; p-value = 0.000) and EWOM (β = 0.385; p-value = 0.000). In addition, FOMO affects PEWOM (β = 0.179; p-value 0.039) but does not affect PWOM (β = 0.031; p-value = 0.327). The study emphasises the importance of prioritising student experience and addressing FOMO in educational institutions to engage student employees effectively in higher education. Universities should create a supportive environment, promote student engagement, and embrace FOMO effects to improve positive WOM and EWOM outcomes among student employees.

Keywords: student experience; student engagement; fear of missing out; favourable word of mouth; private university.

DOI: 10.1504/IJEWE.2025.148776

International Journal of Environment, Workplace and Employment, 2025 Vol.9 No.2, pp.91 - 117

Received: 14 Jun 2025
Accepted: 26 Jun 2025
Published online: 23 Sep 2025 *

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