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All Journal Edukasi Islami: Jurnal Pendidikan Islam
Syaifuddin Syaifuddin
Antasari State Islamic University Banjarmasin
Education

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Counting Brand Equity of Islamic Higher Education in Indonesia : A High School and Islamic High School Students’ Perspective Ahmad Juhaidi; Syaifuddin Syaifuddin
Edukasi Islami : Jurnal Pendidikan Islam Vol 12, No 001 (2023): Edukasi Islami: Jurnal Pendidikan Islam (Article In Progress Special Issue 20
Publisher : Sekolah Tinggi Agama Islam Al Hidayah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30868/ei.v12i001.4636

Abstract

The objectives of this study is to explore brand equity of Islamic higher education (IHE) in Indonesia. This research is field research with descriptive quantitative approach. The Brand equity is measured using Customer Based Brand Equity - Islamic Higher Education (CBE-IHE) : brand awareness, brand association, perceived quality, and brand loyalty. CBE-IHE is the average score of each brand equity asset from 0 to 4. Data were collected by questionnaire and distributed to 1100 students of high school (HS) and Islamic high school (IHS) and 1373 Lecturers/ staffs/ students of State Islamic University Antasari Banjarmasin. The finding are CBE-IHE’s  brand equity index is 2. 15 out of the highest index 4. Brand Awareness of IHE is mayor problem of IHE brand. This study shows IHE is not in top of mind of HS and HIS students
Co-Authors Ahmad Juhaidi