THE INFLUENCE OF PROMOTION MEDIA AND COLLEGE FACILITIES TO NEW MASTER STUDENT UNIVERSITI TEKNOLOGI MARA (UiTM) INTEREST

Abstract

Universiti Teknologi Mara (UiTM) is one of the largest universities in the country and has branches in various states in Malaysia. This university offers various study programs ranging from diploma level, bachelor's level, Master's level, and doctor of philosophy level. Promotional Media and College Facilities have a significant role in becoming a consideration for the public in continuing their studies, especially for prospective Master's students. There are two theories used in this research, namely Technology Acceptance Theory (TAT): This theory was first developed by Fred Davis in 1986 and focuses on the acceptance of technology by individuals and Innovation Adoption Theory: This theory was first developed by Everett Rogers in 1962 and explains how innovations or new ideas are received and accepted by society. This research aims to determine and analyze the influence of Promotional Media and Campus Facilities on the Interest of Students who wish to continue their Master's studies at Universiti Teknologi Mara Malaysia (UiTM). This research was conducted at Universiti Teknologi Mara Malaysia. This research sample was taken using a random sampling technique. This research aims to determine the partial and simultaneous influence of Promotional Media and College Facilities variables carried out by Universiti Teknologi Mara (UiTM) on the interest of prospective new Masters students. The analytical method used is quantitative analysis consisting of the t-test (partial test), F-test (simultaneous test), and analysis of the coefficient of determination using a data collection instrument in the form of a questionnaire. Based on the research results, it was found that the variables Promotional Media (X1) and College Facilities (X2) simultaneously (together) had a significant influence on the interest of prospective Masters Students at UiTM Shah Alam. Also has a partial effect. This means that if the value of one of the variables, Promotional Media (X1) or College Facilities (X2), increases, then the value of the Interest of Prospective Student (Y) variable will also increase