PENGARUH INTENSITAS PERIKLANAN, CITRA PENDIDIKAN POLITEKNIK TERHADAP SIKAP SISWA SMA DI KOTA AMBON UNTUK MENDAFTAR KULIAH PADA PRODI ADMINISTRASI NIAGA POLITEKNIK NEGERI AMBON YANG DIMEDIASI OLEH TINGKAT MOTIVASI SISWA

Abstract

Education is something that has important priorities now. Education that is good to be the investment capital of the future, education is also beneficial for one's life, good education will determine one's career in the world of work so that it becomes more professional. This study uses the Elaboration Likelihood Model Theory to see how the message delivered by Ambon State Polytechnic through marketing communication and find out how consumers respond to communication messages delivered so that consumers get attention so that they are interested in enrolling in Business Administration Study Programs. The purpose of this study was to determine the intensity of advertising, the image of Polytechnic education on the attitudes of students to enroll in lectures at the Ambon State Polytechnic Business Administration Study Program mediated by the level of student motivation. This research is a quantitative research with explanatory type. The sampling technique in this study was random sampling with a sample of 260 students. After being tested for validity and reality, then Barron-Kenny Path Analysis and Sobel Test were applied to test the significance of the mediation of the data analysis process using linear regression and multiple regression with SPSS assistance (Statistical Package for the Social Sciences). Overall, this study concluded that all variables have a positive effect with a significance value of 0.05. in the hypothesis test it is known that there is a positive relationship between the intensity of the ad with the attitude of the students where t-count is 7.864> t table 1.6524. thus this hypothesis was accepted in this study. then the image of Polytechnic education on student attitudes has a positive relationship where t count 6.725> t-table 1.6524. this hypothesis is accepted while the statistical calculation of the advertising intensity variable has a positive effect on student attitudes which are mediated by the level of student motivation. With the R Square value of 0.048, and the Sobel Test result of (5.36045945)> z-absolute 1.96 at the 0.05 level of significance. this is partial mediation. Then for the image variable Polytechnic education has a positive influence on student attitudes which is mediated by the motivation level of students with the value of R Square 0.099, and the Sobel Test shows the number (5.96931448)> z-absolute 1.96 at the 0.05 significance level and is partial mediation. For variables X1 and X2 simultaneously towards the attitude of students to register there is a positive relationship where the value of f count 51,149 is greater than f-table 3.89. this hypothesis is accepted. Suggestions for Ambon State Polytechnic are expected to improve every advertisement submitted on advertising media so that consumers can be interested in registering at the Business Administration Study Program.