yang mempengaruhi pengambilan keputusan mahasiswa untuk memilih berkuliah di Program Pendidikan Vokasi UI. Metode penelitian ini adalah kuantitatif dengan teknik pengambilan data dilakukan dengan menggunakan survei. Populasi penelitian ini adalah mahasiswa Program Pendidikan Vokasi Universitas Indonesia. Data tersebut dianalisis dan diinterprestasikan secara univariat dan multivariat. Kesimpulan dari hasil penelitian ini adalah; mahasiswa memilih berkuliah di perguruan tinggi vokasi dipengaruhi oleh seluruh faktor bauran promosi, namun faktor Promotion yang berpengaruh paling kuat, walaupun kekuatannya adalah sedang. Promosi memberikan pengetahuan mengenai kurikulum dan program magang yang mereka jalani di Vokasi UI, maka hal itu yang menjadi alasan utama mereka dalam menentukan keputusan. Generalisasi penelitian ini masih belum sempurna, masih diperlukan untuk melakukan penelitian sejenis ke beberapa perguruan tinggi vokasi lainnya, untuk memvalidasi hasil dari penelitian ini. Saran praktis bagi praktisi Public Relations di perguruan tinggi vokasi adalah; rencanakan program-program sosialisasi yang lebih mengarah pada program sosialisasi kepada sekolah-sekolah yang menjadi target sasaran.

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With an active and engaged citizenry, the picturesque city of Bandung,

Since the development of the Internet (Interconnection Networking) aspects of space and time as if it was not a barrier to communication. In addition to offering the ease of sharing information, the Internet (virtual world) also offers various advantages, such as, the absence of hierarchy (one to many, many to many), there is no filter for the message, Interactive (instant feedback, response, and the debate), efficiency in terms of distance and time, free to participate, saving/low cost, and everything is customized. The users of ICT devices, use their technology (gadgets) to access social media like Instagram, Facebook and Twitter. One of the most prominent behavior of Internet users in conveying information is their tendency to share a link or information to friends and other social media users. This behavior causes the spread of information mass and quickly. The phenomenon of spreading the message in this way is known by the name of Viral Marketing (VM) and the resulting message is called viral message, practically is an electronic Word of Mouth (E-WoM) message. This study aims to determine what factors can influence the attitude of audiences to make a message become viral in the online world through the social media and how to create a successful VM for cyber marketing and Public Relations. The methodology of this research is textual and thematic analysis. A set of guidance to plan and create VM for Marketing and Public Relations is the results of this research. Hopefully, by knowing factors to create VM, efforts to make it succesfully viraled, and spesific VM for PR campaign, the company / institution/ organization / individuals can create the good viral message for their marketing/PR purposes.

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