MENUMBUHKAN BRAND CULTURE DALAM ORGANISASI PERGURUAN TINGGI DARI PERSPEKTIF CORPORATE BRANDING

  • Nurul Azizah UPN “Veteran” Jawa Timur
  • Siti Ning Farida UPN “Veteran” Jawa Timur
  • Erindah Dimisyqiyani Universitas Airlangga
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Abstract

The purpose of this study was to determine the influence of factors in strengthening brand cuture from a corporate branding perspective. Brand is an invisible asset whose value can exceed the visible assets in an organization. The level of awareness of the organization, especially universities, about brands is still not high, especially at the UPN "Veteran" Jawa Timur (UPNVJT) University, as a "Bela Negara" campus. In an effort to determine the level of brand behavior at UPNVJT, this study focuses on brand culture at the student level. Brand culture becomes the dependent variable, which is a construct that is used to measure organizational behavior. The research method used is a quantitative approach with a questionnaire instrument that is distributed online and offline. All variables were measured using a Likert scale which was adapted from previous research. The data were taken from UPNVJT students who were still active, using convenient random sampling technique of 411. The data obtained were tested use smart PLS 3. Based on the data, the results it can be concluded that brand image and brand reputation have been running well in UPNVJT, but brand association needs to be improved. That way the brand culture will become a character of UPNVJT students as the output of higher education.


Tujuan penelitian ini adalah menegtahui pengaruh faktor-faktor dalam memperkuat brand cuture dari perspektif corporate branding. Brand adalah aset tak terlihat yang nilainya dapat melebihi aset yang terlihat dalam suatu organisasi. Tingkat kepedulian organisasi khususnya perguruan tinggi terhadap brand masih kurang tinggi, terutama di Universitas UPN "Veteran" Jawa Timur (UPNVJT) sebagai kampus "Bela Negara". Dalam upaya untuk mengetahui tingkat perilaku merek di UPNVJT, penelitian ini difokuskan pada brand culture di tingkat mahasiswa. Brand culture menjadi variabel dependen, yang merupakan konstruk yang digunakan untuk mengukur perilaku organisasi. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan instrumen kuesioner yang disebarkan secara online dan offline. Semua variabel diukur dengan menggunakan skala likert yang diadaptasi dari penelitian sebelumnya. Data diambil dari mahasiswa UPNVJT yang masih aktif, dengan menggunakan teknik sampling random sederhana sejumlah   411 responden dari jumlah populasi lebih dari 1000 mahasiswa aktif UPNVJT. Data yang diperoleh diuji menggunakan smart PLS 3. Berdasarkan data tersebut dapat disimpulkan bahwa brand image dan reputasi merek sudah berjalan baik di UPNVJT, tetapi asosiasi merek perlu ditingkatkan. Dengan begitu brand culture akan menjadi karakter mahasiswa UPNVJT sebagai output pendidikan tinggi.

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Published
2021-09-30
How to Cite
AZIZAH, Nurul; FARIDA, Siti Ning; DIMISYQIYANI, Erindah. MENUMBUHKAN BRAND CULTURE DALAM ORGANISASI PERGURUAN TINGGI DARI PERSPEKTIF CORPORATE BRANDING. Procuratio : Jurnal Ilmiah Manajemen, [S.l.], v. 9, n. 3, p. 310-318, sep. 2021. ISSN 2580-3743. Available at: <http://www.ejournal.pelitaindonesia.ac.id/ojs32/index.php/PROCURATIO/article/view/1014>. Date accessed: 04 dec. 2021. doi: https://doi.org/10.35145/procuratio.v9i3.1014.

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