PERAN IKLAN PENDIDIKAN DI MEDIA CETAK SEBAGAI REFERENSI PENGAMBILAN KEPUTUSAN PEMILIHAN LEMBAGA PENDIDIKAN BAGI KELUARGA

Abstract

Advertising media has been widespread in various fields, not only used for the marketing of products and services, but also on the institutions that are non-commercial. One of them is the use of advertising by higher education institutions. This study was interested to see the use of print media advertising as a reference in the decision-making process to choose higher education institutions at the family level. A qualitative approach is used to data collection through focus group discussions (FGD) to parents of students and prospective students Widya Mandala Catholic University of Surabaya. The results showed that print advertising get high portions as a medium of information and as a reference for decision making to select colleges in the family.

Keywords

• print ads
• purchase decision-making