AN ANALYSIS OF ADVERTISING TOWARD STUDENTS' DECISIONS TO JOIN PRESIDENT UNIVERSITY (A CASE STUDY OF STUDENTS BATCH 2010 IN THE STUDENT HOUSING)

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.