PENGARUH MEDIA PERIKLANAN TERHADAP PENGAMBILAN KEPUTUSAN SISWA SMU UNTUK MENDAFTAR DI UNIVERSITAS KRISTEN MARANATHA: SIKAP KONSUMEN SEBAGAI VARIABEL MODERASI (STUDI KASUS SISWA SMU DI BANDUNG)

Abstract

Advertising is one of the indicators to build a brand image in consumers' minds. Advertising
can evolve through feedback or consumer attitudes toward advertising displayed and the brand
image the company itself. Consumer’s acceptance or rejection of advertising will be very
influential on the goods or services offered. Advertising is used as a stimulus to bring the response
from consumers. Response referred in this research is the consumer attitude. In this case can be
seen that the advertising is basically intended to build an customer’s attitude (affective and
cognitive). Purpose of this research is to view the relationship between the effectiveness of
promotions that have been conducted Maranatha Christian University with purchasing decisions
of high school students in Bandung, which is moderated by consumer attitudes. The results
obtained show that high school students' attitudes toward advertising and Maranatha Christian
University itself have a good results as well as feelings of respondents toward advertising shows
that advertising is able to remind, made an impression and encouraging respondents to continue
their education at Maranatha Christian University.
Keywords: advertising attitude, consumer attitude, purchasing decision, marketing mix,
advertising media