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All Journal JURNAL AKUNTANSI KEUANGAN DAN MANAJEMEN
Desta Sulaesih Mursyidah
Universitas Nurtanio Bandung, Bandung Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Mathematics

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The Effect of Green Campus Branding and Employability on Private University Choice Desta Sulaesih Mursyidah; Yanti Setiowati; Nining Latianingsih; Dewi Yolanda Putri; Iis Mariam; Raden Minda Kusumah
Jurnal Akuntansi, Keuangan, dan Manajemen Vol 7 No 3 (2026): Juni
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jakman.v7i3.6367

Abstract

Purpose: This study aims to examine the effects of Green Campus Branding and Perceived Green Employability on students’ decisions to choose private universities, with Brand Trust as a mediating variable. Methodology: The study was conducted in Bandung using a quantitative, causal explanatory design. Data were collected through an online questionnaire from 200 prospective and first-year students. Data were analyzed using Structural Equation Modeling (SEM) with Partial Least Squares (PLS) in SmartPLS. Results: Green Campus Branding does not have a significant direct effect on university choice decisions (? = 0.110; p > 0.05), but becomes significant through full mediation by Brand Trust (? = 0.230; p < 0.001). Perceived Green Employability has a significant direct effect (? = 0.210; p < 0.05). Brand Trust also shows a strong direct effect on university choice decisions (? = 0.540; p < 0.001). The model explains 61.5% of the variance in university choice decisions (R² = 0.615). Conclusions: Green marketing strategies are effective only when supported by strong Brand Trust. Limitations: This study is limited to one geographic area and uses self-reported data. Contributions: This study enriches green marketing and higher education research and provides practical insights for university marketing strategies.
The Effect of Green Campus Branding and Employability on Private University Choice Desta Sulaesih Mursyidah; Yanti Setiowati; Nining Latianingsih; Dewi Yolanda Putri; Iis Mariam; Raden Minda Kusumah
Jurnal Akuntansi, Keuangan, dan Manajemen Vol 7 No 3 (2026): Juni
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jakman.v7i3.6367

Abstract

Purpose: This study aims to examine the effects of Green Campus Branding and Perceived Green Employability on students’ decisions to choose private universities, with Brand Trust as a mediating variable. Methodology: The study was conducted in Bandung using a quantitative, causal explanatory design. Data were collected through an online questionnaire from 200 prospective and first-year students. Data were analyzed using Structural Equation Modeling (SEM) with Partial Least Squares (PLS) in SmartPLS. Results: Green Campus Branding does not have a significant direct effect on university choice decisions (? = 0.110; p > 0.05), but becomes significant through full mediation by Brand Trust (? = 0.230; p < 0.001). Perceived Green Employability has a significant direct effect (? = 0.210; p < 0.05). Brand Trust also shows a strong direct effect on university choice decisions (? = 0.540; p < 0.001). The model explains 61.5% of the variance in university choice decisions (R² = 0.615). Conclusions: Green marketing strategies are effective only when supported by strong Brand Trust. Limitations: This study is limited to one geographic area and uses self-reported data. Contributions: This study enriches green marketing and higher education research and provides practical insights for university marketing strategies.
Co-Authors Dewi Yolanda Putri Iis Mariam Nining Latianingsih Raden Minda Kusumah Yanti Setiowati