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All Journal EKONOMIS : Journal of Economics and Business
Milde Wahyu
Program Studi Manajemen, Universitas Terbuka, Jambi
Economics, Econometrics & Finance

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Manajemen Merek Strategis pada Perguruan Tinggi: Studi Empirik Bauran Pemasaran di Universitas Terbuka Milde Wahyu; Mellya Embun Baining; Syahmardi Yakop
Ekonomis: Journal of Economics and Business Vol 7, No 2 (2023): September
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/ekonomis.v7i2.1476

Abstract

Intense competition among universities for new student enrollments has created a strong need for significant differentiation. This article introduces the concept of strategic brand management as a way to distinguish open distance education (in this case, Open University) and discusses how they strategically manage their brand through the higher education marketing mix (namely, prominence, prospectus, program, cost, staff, incentives, and promotion). Using a closed-ended survey and PLS-SEM modeling from a sample of management students, the research finds that utilitarian elements (namely, prominence, prospectus, program, and cost) in the higher education marketing mix have a direct positive impact on the university brand. However, hedonic elements (namely, staff, incentives, and promotion) in the higher education marketing mix do not have a significant impact. Implications of these findings for theory, practice, and future research directions are concluded.
Co-Authors Mellya Embun Baining Syahmardi Yakop