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All Journal JURNAL AKUNTANSI KEUANGAN DAN MANAJEMEN
Iis Mariam
Politeknik Negeri Jakarta, Jakarta, 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.
Co-Authors Desta Sulaesih Mursyidah Dewi Yolanda Putri Nining Latianingsih Raden Minda Kusumah Yanti Setiowati