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All Journal WIDYAKALA JOURNAL Journal of Economic, Bussines and Accounting (COSTING) Pendas : Jurnah Ilmiah Pendidikan Dasar J-MAS (Jurnal Manajemen dan Sains) Jurnal Pendidikan Sejarah dan Riset Sosial Humaniora (KAGANGA) Jurnal Kreativitas PKM Gema Wiralodra Journal of Tourism Destination and Attraction Jurnal Hospitality dan Pariwisata RESLAJ: RELIGION EDUCATION SOCIAL LAA ROIBA JOURNAL Jurnal Bisnis dan Kewirausahaan (Journal of Business and Entrepreneurship) Kepariwisataan: Jurnal Ilmiah Jurnal Manajemen Perhotelan dan Pariwisata Journal FAME (Journal Food and Beverage, Product and Services, Accomodation Industry, Entertainment Services Jurnal Abdimas Ilmiah Citra Bakti (JAICB) Sadar Wisata: Jurnal Pariwisata Aptekmas : Jurnal Pengabdian Kepada Masyarakat Destinesia : Jurnal Hospitaliti dan Pariwisata Journal of Innovation Research and Knowledge Jurnal Ilmiah Hospitality Management INJURITY: Journal of Interdisciplinary Studies Jurnal Sains Terapan Pariwisata Bogor Hospitality Journal E-Amal: Jurnal Pengabdian Kepada Masyarakat TRJ (Tourism Research Journal) Jurnal Ilmiah Pariwisata Sadar Wisata: Jurnal Pariwisata
Dewantara, Yudhiet Fajar
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Journal : widyakala journal

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Beyond City Image: Affective Drivers of Student Relationships in a Metropolitan Education Context Yudhiet Fajar Dewantara; Michael Christian; Eko Retno Indriyarti
WIDYAKALA JOURNAL : JOURNAL OF PEMBANGUNAN JAYA UNIVERSITY Vol 13, No 1 (2026): Urban Lifestyle and Urban Development
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat UPJ

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36262/widyakala.v13i1.1568

Abstract

This study aims to examine how Generation Z students perceive Jakarta as an urban education city and how these perceptions influence students’ relationship outcomes. The research is grounded in the growing competition among education cities and the shifting ways students interpret cities as academic, social, and identity-forming ecosystems. A quantitative survey method was employed, involving Generation Z students studying in Jakarta, with constructs including city image, city attributes, city love, and university city brand personality. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The findings reveal that emotional attachment to the city and the personality of the city as an educational brand play a more decisive role in shaping student satisfaction, loyalty, and recommendation intentions than cognitive city image and functional urban attributes. These results suggest that in a complex metropolitan context such as Jakarta, affective and symbolic factors serve as key differentiators in strengthening student–city–university relationships. This study contributes to the literature on city branding and higher education marketing and offers practical insights for universities and city policymakers in developing education city strategies that resonate with Generation Z students.
Co-Authors Alfian, Renata Alfredo Mikhael Immanuel Angela graziela Anom, Rahmat Indra Pratama Antonius Rizki Krisnadi Antonius Rizki Krisnadi Brigitta Trianita Budiarto, Samuel Felix Chandra, Carine Christian, Michael Christofer Celino Cicilia Iswidyamarsha Clara Augustin Chang Dea Fernanda DESSY NATALIA Dewanta Facrureza Dewianti Surya Pratiwi Djunaid, Ika Suryono Eko Retno Indriyarti Facrureza, Dewanta Handoko, Syheravi Hema, Lamtiar Imam Ardiansyah Iskandar, Hari Iswidyamarsha, Cicilia Janice Papin Makawowor, Cindy Classia Michelle Lie Aulia Michi, Aprilia Andora Muhammad Sutiyadi Nurbaeti Nurbaeti Praditio Hanif Putra Prayogo Susanto Prayogo Susanto Purwanti Dyah Pramanik Purwanti Dyah Pramanik, Purwanti Dyah Rahmat Indra Pratama Anom Rahmat Ingkadijaya Rosanto, Stephanie Santika Santika Sherly Meiliana Siona, Jennifer Sofiani, Sofiani Sundring Pantja Djati Supina, Supina Susanto, Prayogo Vishnuvardhana, Vishnuvardhana Vivian Octariana Wardanah, Iga Dwi Willy Arafah Willy Arafah, Willy Yhulia Ckristin