Digital Reputation of Private Universities Through Google Maps Reviews: An Analysis of Ratings, Sentiment, and User Experience Themes at Matana University and Pradita University

Debora Molina Dyanti; Wijil Nugroho; Siswono Akuan Rokanta; Rachman Mulyandi

doi:10.55681/economina.v5i8.3580

Authors

Debora Molina Dyanti Matana University, Indonesia
Wijil Nugroho Matana University, Indonesia
Siswono Akuan Rokanta Matana University, Indonesia
Rachman Mulyandi Universitas Ciputra, East Java, Indonesia

DOI:

https://doi.org/10.55681/economina.v5i8.3580

Keywords:

Digital Reputation, Google Maps Review, Private University, Electronic Word-of- Mouth, Educational Service Quality

Abstract

This study examines the digital reputation of private higher education institutions through Google Maps reviews by comparing Matana University and Pradita University. The data were obtained from two Outscraper Excel files containing 468 review records, consisting of 218 Matana University reviews and 250 Pradita University reviews. A mixed-method approach was applied, combining descriptive rating analysis, star-rating-based sentiment classification, and thematic content analysis of 166 textual reviews. The findings indicate that both institutions receive highly positive digital perceptions, with an overall average rating of 4.64 and a dominant share of five-star reviews. Positive sentiment accounts for 92.1% of the dataset, while the Mann-Whitney test indicates no statistically significant difference in ratings between the two institutions (p = 0.906). Thematically, Pradita University is more prominent in campus facilities, campus environment, and recommendation-oriented image, whereas Matana University is stronger in academics and lecturers, strategic location, diversity, and industry networks. The study shows that location-based digital reviews can serve as an early evidence source for reputation management, higher education marketing, and internal quality assurance.

Downloads

Download data is not yet available.

References

Braun, V., & Clarke, V. (2022). Thematic analysis: A practical guide. SAGE.

Creswell, J. W., & Creswell, J. D. (2023). Research design: Qualitative, quantitative, and mixed methods approaches (6th ed.). SAGE Publications.

Juhaidi, A., Lathifaturrahmah, L., & Hidayati, N. (2025). Unravelling the impact of consumer personal value on word of mouth in Indonesia's Islamic higher education: The mediating role of emotional attachment. Sustainable Futures, 10, Article 101378. https://doi.org/10.1016/j.sftr.2025.101378

Lin, C.-L., Zhuang, W.-L., Huang, H.-C., Lee, M.-T., & Wu, S.-H. (2025). Do satisfied students generate positive word-of-mouth? Moderating roles of perceived education quality and university brand knowledge. Humanities and Social Sciences Communications, 12, Article 1448. https://doi.org/10.1057/s41599-025-05840-6

Liu, X., Lin, J., Jiang, X., Chang, T., & Lin, H. (2024). eWOM information richness and online user review behavior: Evidence from TripAdvisor. Journal of Theoretical and Applied Electronic Commerce Research, 19(2), 880-898. https://doi.org/10.3390/jtaer19020046

Rabah, H. A., Dandis, A. O., Al Haj Eid, M., Tiu Wright, L., Mansour, A., & Mukattash, I. L. (2024). Factors influencing electronic word of mouth behavior in higher education institutions. Journal of Marketing Communications, 30(8), 988-1012. https://doi.org/10.1080/13527266.2023.2201605

Rani, A., & Shivaprasad, H. N. (2021). Revisiting the antecedent of electronic word-of-mouth (eWOM) during COVID-19 pandemic. Decision, 48, 419-432. https://doi.org/10.1007/s40622-021-00298-2

Rasheed, R., & Rashid, A. (2024). Role of service quality factors in word of mouth through student satisfaction. Kybernetes, 53(9), 2854-2870. https://doi.org/10.1108/K-01-2023-0119

SINTA Kemdiktisaintek. (2026). Management Analysis Journal. Diakses dari https://sinta.kemdiktisaintek.go.id/journals/?page=312

Stribbell, H., & Duangekanong, S. (2022). Satisfaction as a key antecedent for word of mouth and an essential mediator for service quality and brand trust in international education. Humanities and Social Sciences Communications, 9, Article 438. https://doi.org/10.1057/s41599-022-01459-z

Zeqiri, J., Dania, T. R., Lupșa-Tătaru, D. A., Gagica, K., & Gleason, K. (2023). The impact of e-service quality on word of mouth: A higher education context. The International Journal of Management Education, 21(3), Article 100850. https://doi.org/10.1016/j.ijme.2023.100850