Abstract:
President University is a new and fast growing university. President University is
located in Cikarang which is not big cities like Jakarta or Bandung. In big cities,
there are also other universities and some of them are similar like President
University which is an international standard university. However, it is proved
that President University has an increasing number of President University
students year by year.
Considering President University characteristics, this research will find out the
dominant factors which made President University students joined President
University. This research is necessary for President University if President
University wants to know what its dominant factors in terms of major media types
of advertising. This research was done with major media types of advertising that
President University used which consists of Television, Newspapers, Direct Mail,
Magazines, Outdoor, and Internet.
The questionnaire method with Likert scale was used in this research. Then, the
respondents are from President University students from batch 2010. There are 75
respondents in this research. The result was analyzed through factor analysis
method. After the analysis, it was found that there are five dominant factors that
make President University students joined President University which are
Effective Newspapers Advertising; Captivating Internet and Compulsive Outdoor
Advertising; Engaging Mail, outdoor, and Newspapers Advertising; Impressive
Internet Advertising; Convincing Direct Mail. These five dominant factors should
be maintained and improved and the least dominant factors which are Television
and Magazines have to be improved a lot. By knowing and realizing the dominant
factors, President University is expected to maintain while improving its
dominant factors in terms of major media types of advertising and improving the
least dominant factors which are Television and Magazines in the future in order
to attract more students in the future and to survive in the long run.
