Perspektif mahasiswa terhadap kualitas “branding” perguruan tinggi

Echo Perdana Kusumah; Syamsu Yusuf

doi:10.21831/jamp.v8i1.30132

Perspektif mahasiswa terhadap kualitas “branding” perguruan tinggi

Echo Perdana Kusumah, Pascasarjana, Universitas Pendidikan Indonesia, Indonesia
Syamsu Yusuf, Pascasarjana, Universitas Pendidikan Indonesia, Indonesia

10.21831/jamp.v8i1.30132

Abstract

Konsep branding pada universitas dapat memberikan reputasi yang baik untuk universitas baik dari segi pelayanan maupun fasilitas yang diberikan kepada para calon mahasiswanya. Namun, penelitian mengenai konsep branding tersebut di Indonesia masih relatif terbatas. Melalui aspek sosial, penelitian ini bertujuan untuk menyelidiki dampak nilai-nilai yang dirasakan mahasiswa Universitas Bangka Belitung (nilai utilitas, nilai hedonic dan relasional atau hubungan) terhadap Kualitas Hubungan Merek (KHM) dengan merek institusional Universitas Bangka Belitung (UBB) serta pada akhirnya pada resonansi merek (RM). Sejumlah 250 sampel yang berlokasi di Universitas Bangka Belitung dapat diambil secara online menggunakan teknik convenience sampling dan data tersebut dianaliskan melalui Persamaan Model Struktural (SEM). Hasil menunjukkan bahwa seluruh faktor prediktif dapat mempengaruhi secara positif terhadap KHM dan KHM dapat memediasi hubungan faktor-faktor prediktif dan RM. Dengan roadmap merek yang dirancang dengan baik, universitas dapat menurunkan masalah salah interpretasi oleh calon mahasiswa yang dapat menggagalkan upaya pengembangan citra merek universitas di masa depan.

Abstract

The concept of branding at universities can provide a good reputation for universities both in terms of services and facilities provided to prospective students. However, research on the concept of branding in Indonesia is still relatively limited. Through social aspects, this study aims to investigate the impact of perceived values of Bangka Belitung University students (utility value, hedonic value, and relational value) on Brand Relationship Quality (BRQ) with the institutional brand of Bangka Belitung University (UBB) and finally in Brand Resonance (BR). A total of 250 samples located at Bangka Belitung University can be taken online using convenience sampling techniques and the data is analyzed through Structural Model Equations (SEM). The results show that all predictive factors can positively influence the BRQ and BRQ can mediate the relationship between predictive factors and RM. With a well-designed brand roadmap, universities can reduce the problem of misinterpretation by prospective students that can thwart efforts to develop the university's brand image in the future.

Keywords

Citra Merek; konsep Branding; kualitas; perguruan tinggi; brand image; concept of branding; quality; higher education

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DOI: https://doi.org/10.21831/jamp.v8i1.30132