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p-Index From 2021 - 2026
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All Journal Smart Society: Community Service and Empowerment Journal
Aulia Nugraheni, Ponti Primastuti
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Humanities Education Languange, Linguistic, Communication & Media Social Sciences Other

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From classroom to market: The role of brand identity and local cultural values in building customer loyalty for vocational teaching factory products Yekti Ambarkahi, Ratih Puspitorini; Ardhi Pratama, Fredy Eka; Aulia Nugraheni, Ponti Primastuti; Universitasari, Pascawati Savitri; Putra, Dhanang Eka
Smart Society Vol. 6 No. 1 (2026): Smart Society
Publisher : FOUNDAE (Foundation of Advanced Education)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58524/smartsociety.v6i1.1119

Abstract

Teaching Factory (TEFA) programs are designed to connect classroom-based vocational education with real market production, positioning polytechnics as hybrid institutional–commercial actors within regional innovation ecosystems. However, sustaining the commercial viability of TEFA products remains a structural challenge. This study investigates the role of brand identity and local cultural values in strengthening customer loyalty toward TEFA products at Politeknik Negeri Jember. Employing a quantitative explanatory design with path analysis on data collected from 215 respondents, the study examines both direct and mediated relationships among brand identity, perceived cultural values, and customer loyalty. The results indicate that brand identity significantly influences customer loyalty directly (β = 0.412, p < 0.01) and indirectly through local cultural values (β = 0.153, p < 0.01), with the model explaining 46.1% of the variance in loyalty. These findings suggest that culturally embedded branding enhances institutional credibility and supports the transition from educational production to sustainable market engagement. The study contributes to the understanding of how branding mechanisms operate within vocational innovation systems and regional knowledge-based economic development contexts.
Co-Authors Ardhi Pratama, Fredy Eka Putra, Dhanang Eka Universitasari, Pascawati Savitri Yekti Ambarkahi, Ratih Puspitorini