The purpose of this study is to analyze the effect image, service quality and opinion leadership on students’ decision of choosing study programs through word of mouth (WOM) and customer value. The population in 13 undergraduate students in the Management Study Program with a "B" accreditation in Surabaya, with sample is 192 respondents. The model used in this study was tested with a research instrument using the Structural Equation Model. Based on the results of testing using SEM analysis, the following conclusions can be drawn: The image has a significant effect on student decisions in choosing a management study program through Word of Mouth. The image has significant effect on student decisions in choosing a management study program through customer value. Service quality has a significant effect on student decisions in choosing a management study program through Word of Mouth. Service quality has a significant effect on student decisions in choosing management study programs through customer value. Opinion leadership has a significant effect on student decisions in choosing management study programs through Word of Mouth. Opinion leadership affects student decisions in choosing management study programs through customer value. Opinion leadership affects student decisions in choosing management study programs through customer value.
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