Abstract
This research aimed to identify and analyze the the phenomenon of the perspective of student towards the university branding, especially in private university in Indonesia. There are 376 students in Indonesia tested as the participant of this study. Path analysis and Sobel tests were used to test the proposed hypothesis and the intervening variable which mediate the influence of independent variable towards the dependent variable. The results of the research show that partially utilitarian value has a significant effect towards brand relationship quality, hedonic value has a significant effect towards brand relationship quality, and relational value has a significant effect towards brand relationship quality. Then in other side, the utilitarian value has a significant effect towards brand resonance, relational value has a significant effect towards brand resonance, brand relationship quality has a significant effect towards brand resonance. On contrary, brand relationship quality had no significant influence as intervening variable in mediating utilitarian value, hedonic value, and relational value towards brand resonance.
Highlights
Associated with a value in college, the most important thing is the quality of the college itself
This study aimed to investigate the impact of the values felt by students at Indonesia on brand resonance (BR) with brand relationship quality (BRQ) as intervention variables
According to data that is displayed from table 17, partially, the independent variable which are consist utilitarian value, hedonic value, and relational value had the significant influence to brand relationship quality with each value 0,000
Summary
Associated with a value in college, the most important thing is the quality of the college itself. Understanding the process of creating shared value in the type of mental stimulus from services such as higher education is very important, because its success can only be achieved through the involvement and relationships of students to participate in creating services (Waeraas & Solbakk, 2009). According to Harvey (2018), university branding is very important, because it makes the concept of higher education more real, promising a certain quality of experience. With the right university branding campaign, it will be able to reaffirm the student/prospective student's decision to apply to the colleges that we offer. A university must remain aware that students are advocates who create genuine value in the delivery of educational services (Robinson & Celuch, 2016), and students play an active participatory role to interact and work collaboratively with educators (Dollinger, et al, 2018). In terms of brand awareness or sensitivity to a brand (in this case the name of a college), it is closely related to how the university's efforts are in developing brand relationships with students in particular and society in general
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