Proceedings of the 2016 Global Conference on Business, Management and Entrepreneurship

Increase Brand Value of Higher Education Institution

Authors
Puspo Dewi Dirgantari, Agus Rahayu, Disman Disman, Ratih Hurriyati
Corresponding Author
Puspo Dewi Dirgantari
Available Online August 2016.
DOI
https://doi.org/10.2991/gcbme-16.2016.93How to use a DOI?
Keywords
Brand Element; Marketing Mix of Education Services; Brand Value
Abstract
Universities in Indonesia are dominantly located in the province of West Java and Banten. However, the number of students in West Java has decreased. Moreover, as competition among universities is getting tighter, ranking universities in West Java have decreased in the world and/or Asia. These show that brand value of higher education in West Java is still not optimal. The assessment processes itself, enrich the organization with a much more comprehensive understanding of their customers, markets and channels, the competitive environment, and operational capabilities. This study uses the science of marketing management approach. The method used in this research is descriptive survey and explanatory survey. The data used are primary data and secondary data collected through questionnaires and documentation media. Structural Equation Modelling was used to measure the impact of brand element and marketing mix of educational services to the brand value of higher-education institutions. This study is part of my dissertation.
Open Access
This is an open access article distributed under the CC BY-NC license.

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Proceedings
2016 Global Conference on Business, Management and Entrepreneurship
Part of series
Advances in Economics, Business and Management Research
Publication Date
August 2016
ISBN
978-94-6252-268-8
ISSN
2352-5428
DOI
https://doi.org/10.2991/gcbme-16.2016.93How to use a DOI?
Open Access
This is an open access article distributed under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Puspo Dewi Dirgantari
AU  - Agus Rahayu
AU  - Disman Disman
AU  - Ratih Hurriyati
PY  - 2016/08
DA  - 2016/08
TI  - Increase Brand Value of Higher Education Institution
BT  - 2016 Global Conference on Business, Management and Entrepreneurship
PB  - Atlantis Press
SN  - 2352-5428
UR  - https://doi.org/10.2991/gcbme-16.2016.93
DO  - https://doi.org/10.2991/gcbme-16.2016.93
ID  - DewiDirgantari2016/08
ER  -