PEMILIHAN MEDIA DALAM PENGAMBILAN KEPUTUSAN

Abstract

Information gathering is people activity to search, collect and then use the information they need. People that looking for information as media and non-media user, play an active role in selecting and using the media to satisfy their needs. It makes selection use of media by the user. This study aims to determine: 1) how prospective students looking for information about UNRIYO, 2) to determine the type of media or non-media used by prospective students in finding information about UNRIYO, 3) want to know the factors that influence the selection of media for UNRIYO prospective students, 4) to determine the effect of reference group on decision making by the prospective students in choosing UNRIYO. This is a qualitative research with case studies. The theory used in this research is the theory of information search behavior and theory of Uses and Gratification. Object of this research  students and UNRIYO marketing staff, as well as parents of UNRIYO students. Based on the results of data analysis in this study can be concluded that to search for information about UNRIYO, prospective students only use a part of the media used in UNRIYO marketing promotions. In fact, most of the informants looking for information through non-media communication resources by using the communication Words of Mouth.