Factor identification of higher education choice to enhance brand awareness of state university

Abstract

The commercialization of higher education through the concept of Perguruan Tinggi Negeri Berbadan Hukum (PTN-BH) has led the higher competition among State University and Private University. It becomes a threat and challenge faced by State University in recruiting new students. A clearer understanding of why and how students choose universities is needed to develop the brand awareness enhancement strategies of State University. This paper aims to identify the factors that influence student’s decision of university choice, without regarding the individual aspects. The Deplhi technique is used at the stage of information gathering, in which four experts from higher education were being interviewed. The combination of HEdPERF dimensions and brand awareness indicators were used to develop the variables. The pilot study done through the sample of 1st-year undergraduate students enrolled in the Top 8 State Universities in Indonesia for the validation test using SPSS 16.0. This findings result that there are six factors in choosing higher education, including academics, facilities, campus life, reputation, industry linkage and access. The test and evaluations result that from 28 items proposed, there are 23 items that can be considered as the student’s decision in their choice of State University.

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“…Academics, related to the importance of offering wide-ranging and reputable academic programs and teaching staff (Rachmadhani et al, 2018). These factors are solely the responsibilities of academics (Abdullah, 2006).…”

“…Instructors are a key factor in creating a university reputation and service quality. The teaching staff was the educational backgrounds and achievement of the instructors in various research and community services (Rachmadhani et al, 2018). According to research of Plewa et al (2016), instructor who are competent in the courses they teach, open to feedback to improve my student experience, provide sufficient feedback about my progress, care about my experience as a student, provide support I need to help me succeed academically, encourage interaction with them and understand my student needs.…”

“…Higher education is being driven towards commercial competition as the impact of economic forces caused by the development of global education markets (Rachmadhani et al, 2018). The globalization of business has been embraced by the higher education sector in which education is seen as a service that could be marketed worldwide.…”

“…The study of Rachmadhani et al(2018) indicated the higher competition in the context of the commercialization of higher education among State University and Private University in Indonesia. It becomes a threat and challenges faced by State University in recruiting new students.…”

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“…Image and reputation develop for several years and also indicate before the existing emails and reputation perceived by the consumers. Therefore the right image and reputation come from the historical perspective in the learning process (Rachmadhani, Utami Handayani, Wibowo, Purwaningsih, & Suliantoro, 2018). Excellent image and reputation is an investment related to the performance of the university that could convince the consumers.…”