Model perilaku calon mahasiswa dalam memilih Universitas Terbuka: Sebuah penerapan dan pengembangan model theory of planned behavior

Hendrian; Shine Pintor Siolemba Patiro; Sakina Nusarifa  Tantri; Diah  Aryani

doi:10.37631/ebisma.v4i2.863

Authors

Hendrian Universitas Terbuka
Shine Pintor Siolemba Patiro Universitas Terbuka
Sakina Nusarifa Tantri Universitas Terbuka
Diah Aryani Universitas Esa Unggul

DOI:

https://doi.org/10.37631/ebisma.v4i2.863

Keywords:

Theory of planned behavior, Universitas Terbuka, SEM, Purposive Sampling

Abstract

Penelitian ini memiliki tujuan untuk mengungkap faktor-faktor apa saja yang menjadi dasar dalam pembentukan niat dari para calon mahasiswa dalam memilih Universitas Terbuka (UT) sebagai tempat yang dipilih untuk kuliah berdasarkan model Theory of Planned Behavior (TPB) yang dikembangkan. Penelitian ini melibatkan sebanyak 873 responden yang merupakan mahasiswa di Unit Program Belajar Jarak Jauh (UPBJJ) UT Ambon, UPBJJ-UT Bandung, UPBJJ-UT Batam, UPBJJ-UT Majene, UPBJJ-UT Serang, dan UPBJJ-UT Jakarta. Teknik pengambilan sampel dalam penelitian ini menggunakan teknik purposive sampling. Sementara itu, analisis data penelitian ini menggunakan alat statistik Structural Equation Modeling (SEM) yang berbasis pendekatan dua tahap. Hasil penelitian ini menunjukkan bahwa model Theory of Planned Behavior (TPB) yang dikembangkan mampu menjelaskan dan memprediksi perilaku calon mahasiswa dalam memilih UT sebagai tempat untuk melanjutkan kuliah. Variabel pengetahuan mampu memoderasi pengaruh sikap, norma subjektif, dan kontrol perilaku yang dirasakan terhadap niat berperilaku. Selain itu, penelitian ini juga mengindikasikan bahwa citra UT memiliki pengaruh pada pembentukan sikap positif dari calon mahasiswa terhadap pemilihan UT.

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