Communication of Advanced Study Innovation for Students of Vocational School 1 Talangpadang
Keywords:
Innovation Diffusion, Higher Education, Student Characteristics, Study DecisionAbstract
This study aims to analyze the influence of student characteristics and advanced study attributes on students' decisions to pursue higher education at SMKN 1 Talangpadang. The background stems from the low gross enrollment rate (GER) in higher education in Tanggamus Regency, which is significantly below the provincial average. Based on Rogers' Diffusion of Innovations theory, this research examines factors such as parental education, number of siblings, family income, and the perceived relative advantage, compatibility, complexity, trialability, and observability of pursuing higher education. Using a quantitative approach and multiple linear regression analysis, data were collected from 100 students through stratified random sampling. The findings indicate that both student characteristics and the attributes of advanced study programs significantly influence students' decisions. Students with higher family support, stronger perceptions of the advantages of further education, and exposure to successful role models were more inclined to pursue higher studies. Meanwhile, perceptions of high complexity and financial constraints were key barriers. This research provides strategic recommendations to improve higher education participation rates by enhancing innovation communication tailored to students' needs and perceptions
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