UNIVERSITY BRAND VALUE MODEL DEVELOPMENT IN TELKOM PRIVATE UNIVERSITY

• Main Author: WULANDARI (NIM : 23412004); Pembimbing : Dr. Iwan Inrawan Wiratmaja, SARI
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/17175
• Institution: Institut Teknologi Bandung

The strength of the brand is the key success in the face of increasingly fierce competition. Therefore, the management of a company's brand is a top priority for management. In the service sector, the brand serves as a risk reliever because it provides confidence for consumers in decision making. Higher education is a service that has unique characteristics compared to other services. On the other hand, the challenges facing the education sector arethe lack of applied research in marketing, particularly brand and brand equity. Research on brand equity in commercial organizations have been done before, but only few of them discussed brand equity in the educational services industry. Higher education exposed to competition growth in obtaining student. Government policy played a role in the formation of education services industry competition characteristic. This gives a huge impact on the private universities, due to a less strategic position in the competition for the acquisition of the student. Telkom University is one of private universities in Bandung which has been rebranded as a result of a merger of four institutions under the organizing body Yayasan Pendidikan Telkom (YPT), namely Telkom Institute of Technology (IT Telkom), Telkom Institute of Management (IM Telkom), Telkom Polytechnic, and Telkom Indonesian School of Art and Design (Telkom STISI). Rebranding impacts on the reducing important aspects of the existing brand. Brand equity model with characteristics suitable for private higher education needed to build brand strength, particularly for the Telkom University after rebranding situation. This thesis aims to present a brand equity model for Telkom private university that takes into account its influence on university brand preference and intention to enroll as a branding strategy to acquire new students. Brand equity model in Telkom private university refers to the brand equity base model, customer based brand equity model, brand equity development model at international higher education, and brand equity effect on consumer responses model.This study uses the variable name university brand value as a variable name brand equity, brand preference university variable name as variable name brand preference and intention to enroll the variable name as the name of the variable purchase intention in the higher education services sector. The university brand value model in this study consists of four constructs, namely university quality resources, experience as university student, university identity and university student engagements. Model validation is iv achieved using undergraduate students as research respondents. This validation is done by distributing questionnaires. Data processing is done by using Structural Equation Modeling provided in LISREL software. The results of data processing for measurement model testing resulted founded that each manifest variables namelyuniversity identity, university quality resources, experience as university student, university student engagements, university brand preference, and intention to enroll are valid in measuring each latent variable. Testing structural models resulted in finding that the four dimensions of university brand value which are university quality resources, experience as university student, university identity and university student engagement are respectively valid in measuring latent variables of university brand value.In addition, the results of hypothesis testing found that the four dimensions of university brand value are positively related to the latent variable of university brand value; university brand value latent variable positively influence university brand preference latent variable;university brand preference latent variable positively influence latent variable of intention to enroll. The findings in this study indicate that in Telkom private university, university quality resources is the dominant and vital dimension of university brand value for the Telkom University to build university brand value, because high university brand value would affect university brand preference positively which finally resulted in higher intention to enroll.