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The Influence of Attitude And Subjective Norms On Student’s (Future) Intention and Future Decision Of Higher Level Studies: A Case Study of Five Universities with BHMN Status in Indonesia

ASEAN Marketing Journal

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Title The Influence of Attitude And Subjective Norms On Student’s (Future) Intention and Future Decision Of Higher Level Studies: A Case Study of Five Universities with BHMN Status in Indonesia
 
Creator Gita Gayatri; Department of Management, Faculty of Economics Universitas Indonesia
Yeshika Alversia; Department of Management, Faculty of Economics Universitas Indonesia
Rifelly Dewi Astuti; Department of Management, Faculty of Economics Universitas Indonesia
 
Description Since government regulation (PP) Nu 61/1999 came into effect, competitions were heating up among state-owned universities (PTN) in attracting high school graduates. This research aims to understand students’ attitudes toward tertiary education institutions, their promotion activities and other external factors such as family, and the impact of those attitudes in choosing tertiary education institution if they were to take further study and in recommending certain tertiary education institution to other people. The sample chosen was approximately 500 first-year tertiary students from UI, ITB, IPB, UGM dan Unair.The result of this study found that students are strongly influenced by their positive attitude toward tertiary education institution, being shaped mainly by the perception on lecturers’ quality and education facility, as well as external influence that motivates them to acquire similar characteristics with that of a certain reference group exists in the respective tertiary education institution.Keywords: attitudes, subjective norms, promotion activities, tertiary education institution
 
Publisher Management Research Center, Department of Management, Faculty of Economics and Business, U
 
Contributor —
 
Date 2013-10-16
 
Type Peer-reviewed Article
 
Format application/pdf
 
Identifier http://journal.ui.ac.id/index.php/amj/article/view/1991
 
Source ASEAN Marketing Journal; Vol 2, No 1 (2010): JUNE 2010
 
Language en