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All Journal Hasanuddin Economics and Business Review Value: Jurnal Manajemen dan Akuntansi Jurnal Pembelajaran Pemberdayaan Masyarakat (JP2M) Jurnal Pengabdian kepada Masyarakat Nusantara Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) ProBisnis : Jurnal Manajemen Elektriese: Jurnal Sains dan Teknologi Elektro Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Celebes Journal of Community Services
Iskandar Arifin
Institut Teknologi Dan Bisnis Kalla
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FROM LOYALTY TO ADVOCACY: THE MEDIATING ROLE OF INSTITUTIONAL IDENTIFICATION ON STUDENT CITIZENSHIP BEHAVIOR IN INDONESIAN HIGHER EDUCATION Iskandar Arifin; Mirandha Ariesca Riana
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 6 No. 1 (2026): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/morfai.v6i1.4751

Abstract

This study examines the mediating role of institutional identification between brand loyalty and Student Citizenship Behavior (SCB) in Indonesian higher education. Using a quantitative design with 350 student respondents and PLS-SEM analysis, findings reveal that brand loyalty significantly impacts institutional identification (β=0.750) and SCB (β=0.247). Crucially, institutional identification partially mediates this relationship (VAF=63.8%), effectively amplifying loyalty's impact on SCB. Validating Social Identity Theory, this study establishes institutional identification as the key "psychological bridge" transforming loyalty into voluntary extra-role behavior. Practically, higher education administrators are advised to shift focus from transactional service satisfaction to identity management strategies, fostering a narrative of "us" and symbolic pride to encourage active student advocacy.
Co-Authors Anhar Januar Malik Fitriyani Fitriyani Fitriyani Fitriyani Fitriyani Khaerunnisa Nur Fatimah Syahnur Malik, Anhar Mirandha Ariesca Riana Riana , Mirandha Ariesca Riana, Mirandha Ariesca Sari, Mulyana Syamsul Rijal Syarif , Rahmat Syarif, Rahmat Waspada, Saifullah