PERANAN PROMOSI DALAM PEMBENTUKAN OPINI CALON MAHASISWA STRATA-1 UNIVERSITAS ISLAM INDONESIA

The objectives of study are to determine the effectiveness of three promotional media, i.e. advertising, sales promotion, and personal selling in opinions formation of new undergraduate student of Islamic Indonesia University (UII), to understand its relationship with their opinion formation, and to measure the some factors influence toward the opinion. The descriptive quantitative method was applied. 90 new undergraduate student was selected using a stratified random sampling method into three strata, namely CBT (Computer Based Test), PBT (Paper Based Test), and PSB ( Academics Achievement Record) and was interveiwed using a questionnaire prepared . The results show that there are no significant difference among three promotional media in formating the student opinion on the university images. The more promotional media exposed to the applicant the better their opinion formation on the university. The religious ideology and university ranking priority decided by the student has positive and significant role in their opinion formation