Research Paper
Year: 2020 | Month: September | Volume: 7 | Issue: 9 | Pages: 69-74
The Effect of Image and Promotion on the Decision to Choose a University with Attitude as an Intervening Variable in Students of Sekolah Tinggi Ilmu Pertanian Agrobisnis Perkebunan
Muhammad Yahya1, Endang Sulistya Rini2, Beby Karina Fawzeea Sembiring2
1Postgraduate Students, 2Postgraduate Lecturer,
Department of Management, Faculty of Economics and Business at Universitas Sumatera Utara, Indonesia
Corresponding Author: Muhammad Yahya
ABSTRACT
The decision to choose a university is an important decision that must be made because it involves the future. Several studies indicate that image and promotion factors affect people in choosing higher education institutions. Attitude is also an important factor so that students continue to take and complete their studies on time. This study aims to examine the effect of image and promotion on the decision to choose higher education institutions mediated by student attitudes. The data in this study were obtained from the results of filling out the questionnaire by 314 respondents, all of whom were students of the Sekolah Tinggi Ilmu Pertanian Agrobisnis Perkebunan. The data from the research results were then analyzed both descriptively and quantitatively to determine the image, promotion, attitude and decision to choose a university and to determine the effect of image and promotion on the decision to choose a university mediated by student attitudes. Quantitative analysis was performed using SEM with the Smart PLS 3.0 analysis tool. The results showed that directly, image has a positive and significant effect on attitude. Promotion has a positive and significant effect on attitude. Image has a positive and significant effect on decision to choose. Promotion has a positive and significant effect on decision to choose. Indirectly, image has a positive and significant effect on decision to choose mediated by attitude and promotion has a positive and significant effect on decision to choose mediated by attitude.
Keywords: Image, Promotion, Attitude, Decision to Choose
[PDF Full Text]