ABSTRACT
The aim of this research is to test the effect of publication in media, which it can be good and bad news, toward consumer response in higher education. Using experimental design, the news had been manipulated. The good and bad news had been set for institutional and individual domain. Consumer responses measured by trust, brand image and attitude toward university. Using 150 students of Senior High School as participants, it found that news contents have different effects on trust, brand image and attitude toward brand. The higher education needs to create and share their positiveness to media, and intense to cope the negativeness.
