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All Journal SENTRI: Jurnal Riset Ilmiah International Journal of Educational Qualitative Quantitative Research
Paridah Jakiyah
Universitas Sindang Kasih Majalengka
Aerospace Engineering Humanities Computer Science & IT Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Other

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The Role of Sundanese Culture in Moderating the Effect of Digital Marketing Strategies on Campus Brand Identity: Evidence from Private Universities Fazrian Ramadlan Sumarna; Karim Pamela; Paridah Jakiyah
International Journal of Educational Qualitative Quantitative Research Vol. 5 No. 1 (2026)
Publisher : Qualitative and Quantitative Research Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58418/ijeqqr.v5i1.260

Abstract

In an increasingly competitive digital higher education environment, private universities often struggle with promotional homogenization and weak institutional differentiation. Integrating indigenous cultural values offers a strategic mechanism to enhance brand resonance, yet empirical evidence regarding its moderating role remains scarce. This study investigates the direct effect of digital marketing strategies on private universities' brand identity and evaluates the moderating role of Sundanese cultural orientation. Drawing on the Resource-Based View and Consumer Culture Theory, an associative quantitative research design was conducted using a structured five-point Likert survey administered to 300 prospective and first-year undergraduate students across ten private higher education institutions in eastern West Java, Indonesia (Majalengka, Sumedang, and Kuningan). Data were analyzed using classical linear regression diagnostics and hierarchical Moderated Regression Analysis (MRA). The empirical results demonstrate that digital marketing strategies exert a significant positive direct effect on campus brand identity (β = 0.421, p < 0.001). Furthermore, Sundanese cultural orientation exhibits a significant direct effect (β = 0.298, p < 0.001) and acts as a statistically significant quasi-moderator (β = 0.176, p = 0.004), amplifying the positive impact of digital marketing campaigns on brand identity formation. The regression model accounts for 52.1% of the total variance in campus brand identity (R2 = 0.521). These findings highlight that indigenous culture is an inimitable strategic asset rather than a cosmetic feature, enabling universities to build authentic, human-centric narratives that drive sustainable competitive differentiation in digital higher education marketing.
Integrasi Nilai Islami dan Kearifan Lokal dalam Modul Digital Kepemimpinan untuk Meningkatkan Kinerja Guru SMA Paridah Jakiyah; Novianti Azizah Rahman; Karim Pamela
SENTRI: Jurnal Riset Ilmiah Vol. 4 No. 11 (2025): SENTRI : Jurnal Riset Ilmiah, November 2025
Publisher : LPPM Institut Pendidikan Nusantara Global

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/sentri.v4i11.4892

Abstract

Various facts in the field, supported by empirical findings, indicate that not all school principals have an adequate understanding of the essence, quality, and function of educational leadership, which has implications for suboptimal teacher performance. Therefore, innovation in developing principals' leadership styles is urgently needed to shape leaders with noble character and able to motivate teacher performance. Teachers are valuable school assets, and maintaining their performance is a crucial task for principals to create a conducive learning environment. An approach based on Islamic values (such as amanah and ihsan) and local wisdom offers a solution to forming leaders with integrity and contextualization. The purpose of this study is to develop and test the effectiveness of a digital leadership module based on Islamic values and local wisdom as a strategic effort to improve high school teacher performance. This research is a research and development (R&D) using the ADDIE method. A digital module was developed and implemented with 50 school principals in Majalengka, West Java. The effectiveness of the module was measured through a quantitative pre-test and post-test approach on the performance of 500 teachers in 50 related high schools/Islamic senior high schools. The results showed a statistically significant increase in teacher performance after the module implementation. The average increase in overall teacher performance reached 25% (Pre-Test Score: 69.05 to Post-Test Score: 86.25) with a significance value (P < 0.01). The highest increase occurred in the Character and Work Ethics dimension (27.5%). This finding indicates that principal leadership based on Islamic principles (amanah and ihsan) is able to build trust and respect, which crucially impacts teacher performance improvement. Therefore, this module has proven to be very feasible and effective as a guide to improving principal leadership competency.
Co-Authors Fazrian Ramadlan Sumarna Karim Pamela Novianti Azizah Rahman