Memahami Dampak Terpaan Informasi pada Pengambilan Keputusan:(Survei pada Siswa SMP di Wilayah Purwokerto dalam Memilih Studi Lanjut)

Hastuti Widianingsih, Kuskridho Ambardi

2017 | Tesis | Ilmu Komunikasi

Abstract The unprecedented correlation between exposure to information and middle school students’ decision making in opting for higher education has brought about a gap. This study, guided by Elaboration Likelihood Model (ELM), aspires to comprise middle school students’ decision making following the exposure to information; and factors that presumably affect the respective decision making. The utilization of ELM in this study is based on the contribution of the theory toward persuasive communication and its after-effect. Four variables employed, independent variables act as central-cues consist of measurement of recall of information, assesment of quality and quantity of information, another independent variables act as peripheral-cues consist of parents’authority, social proof peer-groups, social media affinity and teacher’s authority, the third variabel is moderator variable indicated by brand involvement and the last variable is measuring intention on account of decision making acts as dependent variable. The overall measurement constructs, fullfilled the criterion-related validity, content-related validity, internal consistency and the reliability accordance with alpha coefficient. Survey data from 161 middle school students, comfirms that there is a positive and significant correlation between exposure to information based on recall of information measurement and middle school students’s decision making. Result also shows positive and significant correlation between assessment of quality and quantity of information and middle school students’s decision making, as well as brand involvement and middle school students’s decision making. This study elicits salient finding on cognitive response toward exposure to information and would provide facts of correlation between exposure to information and middle school students’ decision making in opting for higher education. Keywords: exposure to information, Elaboration Likelihood Model, decision making.

Kata Kunci : Pengambilan Keputusan