ABSTRACT

This research aims to obtain the influence of the institute image, the appeal of study product and the group of reference of on the decision to continue studying in Program Pendidikan 3 Tahun PIKA.

The population of this research was all students of Program Pendidikan 3 Tahun PIKA in 2011-2013 periode of time (3 generations). They were 81 students. This research used cencus method since the amount of population was a few students and was easy to be reached. Therefore, those students were the respondents of this research.

The processing primary data used SmartPLS software. For analyzing the respondents perception on variable used, it made use of the index value. The result of counting the index value showed that the variable of the appeal of study product was the most highly perceived by the respondents. The result of processing SmartPLS was that the institute image had positive and significant influence on the studying decision with coefficient as many as 0.3934. The appeal of study product had positive and significant influence on the studying decision with coefficient as many as 0.4116. However the group of reference did not influence the studying decision. The value of R-square was 0,3684 which meant the decision to continue studying was able to be explained by variable of the institute image, the appeal of study product and the group of reference as many as 36.84 %. The rest which was 63.15% was influenced by other variables outside the model.

Keyword : institute image, appeal of study product, group of reference, decision to continue studying.

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