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All Journal Jurnal Riset Bisnis dan Manajemen
Yuda Prameswari
Universitas Sultan Ageng Tirtayasa, Indonesia
Economics, Econometrics & Finance

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FROM RECRUITMENT TO VALUE CREATION: A SUSTAINABLE VALUE-BASED DIFFERENTIATION MODEL FOR PRIVATE UNIVERSITY Mirza Khairusy; Didit Haryadi; Alfian Putra; Yuda Prameswari; Reni Febriani
Jurnal Riset Bisnis dan Manajemen Vol. 19 No. 2 (2026): August Edition
Publisher : Faculty of Economic and Business, University of Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jrbm.v19i2.47028

Abstract

This study examines how Sustainable Value-Based Differentiation (SVBD) enhances Sustainable Marketing Outcomes (SMO) in private universities operating within spatially concentrated higher education markets. Specifically, it investigates the mediating roles of Perceived University Distinctiveness (PUD) and Student Trust (ST). A quantitative explanatory approach was employed using data collected from 140 students across five private universities in Kota Serang, Indonesia. The findings reveal that SVBD significantly strengthens institutional distinctiveness and student trust, which subsequently improve students’ loyalty intention, positive word-of-mouth, and engagement. The study demonstrates that sustainable competitive advantage is achieved through a multi-stage value creation process in which cognitive (PUD) and relational (ST) mechanisms translate value-based differentiation into sustainable marketing outcomes, extending conventional recruitment- and attribute-based approaches in higher education marketing.
Co-Authors Alfian Putra Didit Haryadi Mirza Khairusy Reni Febriani