Exploring Intention to Enroll University using an Extended Stimulus-Organism-Response Model

The relationship between quality, university image, and intention to enroll a university has been studied in previous research. However, there is little knowledge about the role of cognitive and affective attitude towards the intention to enroll a university based on a Stimulus-Organism-Response (S-O-R) framework. The purpose of this study is to explore the intrinsic relationship between stimulus (university quality and university image) and organism (cognitive attitude and affective attitude) as a process in influencing the intention to enroll a university. Online surveys are used to collect data. The hypothesis was tested empirically using SmartPLS. The results of this study indicate that intention to enroll is influenced by the affective attitude stimulus. University quality has a positive and significant effect on cognitive attitude, affective attitude, and university image. Then, university image has a positive and significant effect on cognitive attitude and affective attitude. The results of this study are very useful in theoretical and practical applications in relation to the intention to enroll a university. This new research model study reveals an understanding of how the process of intention to enroll universities with an S-O-R framework