MEDIA EXPOSURE BEHAVIOR AND THE TREND OF DECIDING TO PURSUE A BACHELOR'S DEGREE IN A PRIVATE INSTITUTION OF HIGHER EDUCATION AMONG CAFE AMAZON EMPLOYEES

Abstract

The purpose of this research is to 1) Study the level of media exposure 2) Study the level of decision to study at a bachelor's degree in a higher education institution. 3) Study the relationship between media exposure behavior and the trend of deciding to pursue a bachelor's degree in a private institution of higher education among Cafe Amazon employees. This sample group consisted of 385 Cafe Amazon employees. The instrument used was a questionnaire, data analysis Finding Percentage, Mean, and Standard Deviation and find the relationship by Pearsion’s product correlation coefficient. The research results found that 1) Media exposure behavior Overall, it is at a high level. When considering each aspect, it was found that number 1 was social media, followed by digital media. In order in order 2) Decision to study at the bachelor's degree level the overall picture is at a high level. When considering each aspect, it was found that number 1 was the image of the institution. Next is the personal aspect. Educational expenses and the last ranking is Physical characteristics, respectively 3) The relationship between media exposure behavior and the tendency to decide to pursue a bachelor's degree in a private higher education institution for Cafe Amazon employees. Overall, media exposure behavior has a positive relationship with the tendency to decide to pursue a bachelor's degree in a private higher education institution. Bachelor's degree, it is at a moderate level. Statistically significant at the 0.01 level.