Abstract
This research contains a novelty in producing a study program brand audit method and developing a brand salience development model in higher education, which has not been widely discussed. A quantitative-explanative research method was used in this study by collecting online survey data on the potential market for the Statistics Study Program with a total of around 1000 people from all over Indonesia, which is related to the understanding, association, perception, experience, brand equity, and consumer brand salience towards the Statistics Study Program. The data were analyzed using structural equation modeling (SEM). The results obtained are the formulation of a brand audit model and a salience brand management model for the Universitas Terbuka Statistics Study Program.
Highlights
It is undeniable that the brand of a university will affect students enrolling in the university
The results show that when the product recommended in a blog post is a search item or has high brand awareness, consumers have a very positive attitude towards sponsored recommendation posts, which increases purchase intention
From the results of the analysis using descriptive statistics, it was found that the public perception of the Statistics Study Program at Universitas Terbuka (UT) is still classified as being moderate
Summary
It is undeniable that the brand of a university will affect students enrolling in the university. Having a strong and distinct brand helps the university and builds a unique image in the minds of key stakeholders. This increases students’ willingness to apply to the institution as opposed to others (Curtis et al, 2009; Marrs et al, 2011). Company brand management in higher education is very important, especially the brand management process, corporate identity, and image for various stakeholders. The alignment between corporate branding, which consists of corporate identity, image, corporate reputation, and organizational culture contributes to awareness among all stakeholders of what the university is and what it stands for.
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