Article Per Year (5 Year)
p-Index From 2021 - 2026
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This Author published in this journals
All Journal Journal of Economics, Entrepreneurship, Management Business and Accounting
Ria Amelinda
Universitas Islam Negeri Palopo, Indonesia
Economics, Econometrics & Finance

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Human Capital and Institutional Sustainability in Regional Development: Brand Equity and Communication Strategies for Sustainable Higher Education Recruitment Umar Umar; Ria Amelinda; Shofi Yogi Fajriyah
Journal of Economics, Entrepreneurship, Management Business and Accounting Vol 4 No 5 (2026): Volume 4, Issue 5, September 2026
Publisher : CV. Sakura Digital Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61255/jeemba.v4i5.1712

Abstract

Purpose – This study aims to analyze the effect of Brand Equity—consisting of Brand Awareness, Brand Image, Perceived Relevance, and Promotional Effectiveness on prospective students’ enrollment intention in selecting a study program. Design/methodology/approach – This research employs a mixed-method approach with data analysis techniques including multiple regression analysis, Focus Group Discussion (FGD), and interview analysis. Finding/Results The findings show that brand image and promotional effectiveness are the main drivers of prospective students’ enrollment decisions. Effective recruitment requires integrated digital and offline promotion, program-level branding, student and alumni involvement, authentic storytelling, school partnerships, and interactive digital communication to strengthen public trust and sustain student recruitment. Originality/Value – This study integrates quantitative brand equity analysis with qualitative communication strategies to develop sustainable student recruitment strategies in a regional Islamic higher education context.
Co-Authors Shofi Yogi Fajriyah Umar Umar