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All Journal JURNAL SIMBOLIKA: Research and Learning in Communication Study Jurnal Ilmiah Universitas Batanghari Jambi IJEBA (International Journal of Economic, Business & Applications) JURNAL MANAJEMEN INDUSTRI DAN LOGISTIK AMALIAH: JURNAL PENGABDIAN KEPADA MASYARAKAT Business Management Analysis Journal (BMAJ) JURNAL MUTIARA MANAJEMEN Ecobisma (Jurnal Ekonomi, Bisnis dan Manajemen) Enrichment : Journal of Management JURNAL PENELITIAN PENDIDIKAN SOSIAL HUMANIORA Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Jurnal Manajemen Bisnis dan Keuangan Jurnal Simki Economic ABDI SABHA (Jurnal Pengabdian kepada Masyarakat) Jurnal Ekonomi Jurnal Bisnis Mahasiswa Jurnal SALMAN : Sosial dan Manajemen Jurnal Ilmiah Ilmu Terapan Universitas Jambi Journal Liaison Academia and Society IKHLAS: Jurnal Pengabdian Dosen dan Mahasiswa Innovative: Journal Of Social Science Research Jurnal Pendekar Nusantara Jurnal Ekonomi Manajemen Dan Bisnis (JEMB) Harmony Management: International Journal of Management Science and Business JIMEK
Muhammad Hilman Fikri
Universitas Muslim Nusantara Al-Washliyah
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Journal : JIMEK

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Analisis Positioning Institutional dan Saluran Komunikasi dalam meningkatkan Keunggulan Basing Perguruan Tinggi Swasta di Kota Medan: Studi Analisis PTS Kota Medan di Universitas Muslim Nusantara Al-Washliyah Hardi Mulyono; Muhammad Hilman Fikri
Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan Vol. 6 No. 1 (2026): Maret: Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan (JIMEK)
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jimek.v6i1.9047

Abstract

This study examines the strategic mechanisms for building competitive advantage in higher education institutions through a holistic approach that includes institutional positioning, communication channels, and value perception formation at the Universitas Muslim Nusantara Al-Washliyah. Using Structural Equation Modeling (SEM) with Partial Least Square (PLS) method, the study involved 361 respondents from various stakeholder groups. The results show that institutional positioning (coefficient 0.372) and communication channels (coefficient 0.411) have a significant impact on value perception formation. These two variables directly influence the university's competitiveness, with contributions of 0.287 and 0.245, respectively. Additionally, value perception proved to play a strong mediating role with an influence coefficient of 0.386. These findings emphasize the importance of an integrated and comprehensive marketing strategy in facing the contemporary higher education competition, highlighting institutional differentiation, responsive communication, and the creation of a positive value perception. This study provides both theoretical contributions and practical implications for higher education managers to improve their competitive position in the education market.
Co-Authors Abd. Rasyid Syamsuri Abd. Rasyid Syamsuri Abd.Rasyid Syamsuri Adrial Falahi Ananda, Fitria Andi Rahman Ardhansyah Putra Hrp AYU WULANDARI Bahri, Saiful Bambang Hermanto Darwis, Ahmad Dedi Iskandar Batubara Dedi Juliandri Panjaitan Devi, Nabila Dwi Febriyanti Fadratul Sharly Fahrezi, Citra Dwi Ginting, Ayu Taniya Hadian, Arief Handayani, Uci Harahap, Laila Handayani Harahap, Nur’ain Hardi Mulyono Hardi Mulyono Hasibuan, Melisa Zuriani Ihsan, Ahmad Zendi Indrawan, Muhammad Gita Julianto Hutasuhut Mahyani Mahyani Mhd Zulkifli Hasibuan Muhammad Rahmat Muhammad Rizaldy Wibowo Muhdiawati Mulyono , Hardi Mulyono, Hardi Nadila, Shinta Nainggolan, Solawati Nirmala, Devi Pranata Pardede, Joshua Prayogi Siregar, Aldian Pristiwati, Pristiwati Purba, Nelvitia Putra, Haditiya Risna Dewi Ritonga, Lumayanti Rodiatun Rodiatun Rukmini Rukmini Rukmini Safina, Wan Dian Sahdandi, Shendy Samosir, Nazly Maza Utama Samsul Bahri Sarinah Br Hasibuan Sarmini Silvia Mona Solawati Nainggolan Solawati Nainggolan Syafrin Ananda Harahap Syahfitri, Dinda Wulan Tazmi, Ayustia Toni Hidayat Utama, Indra Wan Dian Safina Winda Oriza Safira Yanti Hasibuan Hasibuan Yogi, Sulastri Zainuddin Nur Zamaluddin Sembiring