Tuberculosis (TB) patients suffer physically and bear the economic burden as many patients cannot work or generate income when ill. Concerning this issue, health communication plays a role in addressing the economic impact through advocacy strategies. This study aims to analyze how the economic impact and health communication advocacy conducted by Aisyiyah and Terjang NGOs contribute to TB patients' economic recovery in Bandung. This research adopts a cross-sectional approach involving data collection at a specific point in time. The findings indicate that the average percentage of patients who are the primary breadwinners of the family is 44.33%, patients who have lost their jobs is 82.33%, patients with loans is 38.67%, patients selling property is 55.67%, patients receiving government assistance is 68.33%, patients receiving assistance from private institutions is 21%, patients receiving assistance from family is 78%, and the median value of aid in the last three months is 21.83 USD. Aisyiyah and Terjang provide information on treatment costs, skills training, access to social support programs, and awareness of stigma and discrimination among TB patients. Terjang also provides legal assistance to patients who experience discrimination. This health communication advocacy can enhance social and economic support for TB patients and their families.
{"title":"The economic impact and role of health communication in the economic recovery of tuberculosis (TB) patients in Indonesia","authors":"Olih Solihin, Djuara Lubis, Pudji Muljono, Siti Amanah","doi":"10.15549/jeecar.v10i6.1510","DOIUrl":"https://doi.org/10.15549/jeecar.v10i6.1510","url":null,"abstract":"Tuberculosis (TB) patients suffer physically and bear the economic burden as many patients cannot work or generate income when ill. Concerning this issue, health communication plays a role in addressing the economic impact through advocacy strategies. This study aims to analyze how the economic impact and health communication advocacy conducted by Aisyiyah and Terjang NGOs contribute to TB patients' economic recovery in Bandung. This research adopts a cross-sectional approach involving data collection at a specific point in time. The findings indicate that the average percentage of patients who are the primary breadwinners of the family is 44.33%, patients who have lost their jobs is 82.33%, patients with loans is 38.67%, patients selling property is 55.67%, patients receiving government assistance is 68.33%, patients receiving assistance from private institutions is 21%, patients receiving assistance from family is 78%, and the median value of aid in the last three months is 21.83 USD. Aisyiyah and Terjang provide information on treatment costs, skills training, access to social support programs, and awareness of stigma and discrimination among TB patients. Terjang also provides legal assistance to patients who experience discrimination. This health communication advocacy can enhance social and economic support for TB patients and their families.","PeriodicalId":37422,"journal":{"name":"Journal of Eastern European and Central Asian Research","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-11-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135724920","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-11-05DOI: 10.15549/jeecar.v10i6.1502
Raeni Dwi Santy, Reggina Andriani
This study examined how Generation Z consumers decide whether or not to buy skincare products based on Marketing Content and Electronic Word-of-Mouth (e-WOM) on Instagram. The study was conducted quantitatively, employing descriptive and verification research techniques. The study employed analytical techniques such as multiple linear regression analysis to discover that, while e-WOM had no influence on purchase decisions, marketing content had a moderate influence. However, a simultaneous examination of marketing content and electronic word-of-mouth revealed a significant influence on purchasing decisions. As a result, when viewing skincare products online, potential customers' perceptions of content marketing and e-WOM would influence their decision-making process, potentially leading to a purchase decision.
{"title":"Purchase decision in terms of content marketing and e-WOM on social media","authors":"Raeni Dwi Santy, Reggina Andriani","doi":"10.15549/jeecar.v10i6.1502","DOIUrl":"https://doi.org/10.15549/jeecar.v10i6.1502","url":null,"abstract":"This study examined how Generation Z consumers decide whether or not to buy skincare products based on Marketing Content and Electronic Word-of-Mouth (e-WOM) on Instagram. The study was conducted quantitatively, employing descriptive and verification research techniques. The study employed analytical techniques such as multiple linear regression analysis to discover that, while e-WOM had no influence on purchase decisions, marketing content had a moderate influence. However, a simultaneous examination of marketing content and electronic word-of-mouth revealed a significant influence on purchasing decisions. As a result, when viewing skincare products online, potential customers' perceptions of content marketing and e-WOM would influence their decision-making process, potentially leading to a purchase decision.","PeriodicalId":37422,"journal":{"name":"Journal of Eastern European and Central Asian Research","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-11-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135726071","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-11-05DOI: 10.15549/jeecar.v10i6.1512
Nizar Alam Hamdani, Noviearti Widiasih, Irfan Rizki Gumilar, Anggun Oktavia Herlianti, Soni Mulyawan Setiana
This study aimed to determine the effect of promotion and experiential marketing on buying decisions mediated by electronic Word-of-Mouth (e-WOM) in coffee SMEs. This research is quantitative research by distributing questionnaires. The research sample is 100 respondents with the Cochran formula. Data collection in this study used an ordinal and was measured using a Likert scale. Data analysis was carried out using SEM-PLS with the help of smart PLS. The results of the study indicate that purchasing decisions are significantly impacted by experiential marketing. It demonstrates how experiential marketing's sense, feeling, thinking, acting, and relating components are frequently used by marketers to influence consumer decisions. e-WOM marketing is significantly impacted by experiential marketing. It demonstrates that experience marketing impacts coffee SMEs' use of e-WOM marketing.
{"title":"Promotion and experiential marketing on purchasing decisions mediated by e-WOM in coffee SMEs","authors":"Nizar Alam Hamdani, Noviearti Widiasih, Irfan Rizki Gumilar, Anggun Oktavia Herlianti, Soni Mulyawan Setiana","doi":"10.15549/jeecar.v10i6.1512","DOIUrl":"https://doi.org/10.15549/jeecar.v10i6.1512","url":null,"abstract":"This study aimed to determine the effect of promotion and experiential marketing on buying decisions mediated by electronic Word-of-Mouth (e-WOM) in coffee SMEs. This research is quantitative research by distributing questionnaires. The research sample is 100 respondents with the Cochran formula. Data collection in this study used an ordinal and was measured using a Likert scale. Data analysis was carried out using SEM-PLS with the help of smart PLS. The results of the study indicate that purchasing decisions are significantly impacted by experiential marketing. It demonstrates how experiential marketing's sense, feeling, thinking, acting, and relating components are frequently used by marketers to influence consumer decisions. e-WOM marketing is significantly impacted by experiential marketing. It demonstrates that experience marketing impacts coffee SMEs' use of e-WOM marketing.","PeriodicalId":37422,"journal":{"name":"Journal of Eastern European and Central Asian Research","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-11-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135724918","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This study aimed to investigate and comprehend the effects of knowledge management adoption, information technology utilization, and community service programs on university branding and their subsequent impact on the overall quality of education in private tertiary institutions (PTS) in the West Java and Banten region. The research design was quantitative, using a survey approach and a simple random sampling method to gather data from 226 lecturers from private tertiary institutions in West Java and Banten. PLS software version 3.0, based on the Partial Least Squares (PLS) approach, was used to analyze the data. The results showed that knowledge management implementation had no discernible impact on university branding, as shown by a t-statistic value of 1.594 and a P-value of 0.112.
{"title":"Impact of knowladge management, IT, community service, and university brading on educational quality","authors":"Umi Narimawati, Marliana Budhiningtias Winanti, Syahrul Mauluddin, Dadang Munandar, Denok Sunarsi","doi":"10.15549/jeecar.v10i6.1505","DOIUrl":"https://doi.org/10.15549/jeecar.v10i6.1505","url":null,"abstract":"This study aimed to investigate and comprehend the effects of knowledge management adoption, information technology utilization, and community service programs on university branding and their subsequent impact on the overall quality of education in private tertiary institutions (PTS) in the West Java and Banten region. The research design was quantitative, using a survey approach and a simple random sampling method to gather data from 226 lecturers from private tertiary institutions in West Java and Banten. PLS software version 3.0, based on the Partial Least Squares (PLS) approach, was used to analyze the data. The results showed that knowledge management implementation had no discernible impact on university branding, as shown by a t-statistic value of 1.594 and a P-value of 0.112.","PeriodicalId":37422,"journal":{"name":"Journal of Eastern European and Central Asian Research","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-11-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135726074","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-11-05DOI: 10.15549/jeecar.v10i6.1504
Lisnawati Lisnawati, Ratih Hurriyati, Disman Disman, Vanessa Gaffar, Edi Firdaus
The challenge for the new normal era lies in the changing habits of fashion retail consumers after the COVID-19 pandemic. This study investigates how omnichannel service quality influences consumer purchase intention for fashion products in the post-pandemic era. The research method used was verification, with 400 retail fashion SME consumers in Indonesia as respondents during the pandemic. Path analysis was employed as the data analysis technique. The results indicate that the level of omnichannel service quality has a significant impact on purchase intention among fashion retail consumers. Additionally, this study contributes to understanding the dimensions of omnichannel retailing service quality that positively influence purchase intention.
{"title":"Omnichannel quality: the new imperative of purchase intention among fashion retail market","authors":"Lisnawati Lisnawati, Ratih Hurriyati, Disman Disman, Vanessa Gaffar, Edi Firdaus","doi":"10.15549/jeecar.v10i6.1504","DOIUrl":"https://doi.org/10.15549/jeecar.v10i6.1504","url":null,"abstract":"The challenge for the new normal era lies in the changing habits of fashion retail consumers after the COVID-19 pandemic. This study investigates how omnichannel service quality influences consumer purchase intention for fashion products in the post-pandemic era. The research method used was verification, with 400 retail fashion SME consumers in Indonesia as respondents during the pandemic. Path analysis was employed as the data analysis technique. The results indicate that the level of omnichannel service quality has a significant impact on purchase intention among fashion retail consumers. Additionally, this study contributes to understanding the dimensions of omnichannel retailing service quality that positively influence purchase intention.","PeriodicalId":37422,"journal":{"name":"Journal of Eastern European and Central Asian Research","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-11-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135724915","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-11-05DOI: 10.15549/jeecar.v10i6.1511
Intan Permana, Tomas Chochole, Nizar Alam Hamdani, Retno Purwani Sari
This study examines the factors influencing innovation development in small businesses in Indonesia across various sectors. Innovation is widely recognized as a critical factor in the competitiveness of businesses. This development potential is essential for the entrepreneurs who participated in the questionnaire survey. In fact, out of a total of 85.50% of them are already currently running a business, and they also consider innovation very important. A sample of 400 small business owners was analyzed using descriptive analysis to identify eight factors related to innovation development, including knowledge exploitation, interactive processes, knowledge-intensive business process improvement, new technology-based firms, go-to-market strategies, stricter regulation, and stimulation. The results revealed that three factors were particularly dominant in innovation development. Specifically, knowledge exploitation was strongly correlated with knowledge-intensive, while interactive processes were strongly correlated with knowledge exploitation. Finally, knowledge-intensive was strongly related to knowledge exploitation. These findings underscore the importance of knowledge and interaction in driving innovation among small businesses in Indonesia. By prioritizing these dominant factors, small businesses can develop strategies to remain competitive in a rapidly evolving business environment.
{"title":"Innovation development of small business in Indonesia","authors":"Intan Permana, Tomas Chochole, Nizar Alam Hamdani, Retno Purwani Sari","doi":"10.15549/jeecar.v10i6.1511","DOIUrl":"https://doi.org/10.15549/jeecar.v10i6.1511","url":null,"abstract":"This study examines the factors influencing innovation development in small businesses in Indonesia across various sectors. Innovation is widely recognized as a critical factor in the competitiveness of businesses. This development potential is essential for the entrepreneurs who participated in the questionnaire survey. In fact, out of a total of 85.50% of them are already currently running a business, and they also consider innovation very important. A sample of 400 small business owners was analyzed using descriptive analysis to identify eight factors related to innovation development, including knowledge exploitation, interactive processes, knowledge-intensive business process improvement, new technology-based firms, go-to-market strategies, stricter regulation, and stimulation. The results revealed that three factors were particularly dominant in innovation development. Specifically, knowledge exploitation was strongly correlated with knowledge-intensive, while interactive processes were strongly correlated with knowledge exploitation. Finally, knowledge-intensive was strongly related to knowledge exploitation. These findings underscore the importance of knowledge and interaction in driving innovation among small businesses in Indonesia. By prioritizing these dominant factors, small businesses can develop strategies to remain competitive in a rapidly evolving business environment.","PeriodicalId":37422,"journal":{"name":"Journal of Eastern European and Central Asian Research","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-11-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135724916","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-11-05DOI: 10.15549/jeecar.v10i6.1498
Lia Warlina, Kankan Kasmana, Selfa Septiani Aulia, Muhammad Iffan, Winy Noer Widiashanty
This study aims to identify an investment promotion strategy for the agriculture and tourism sector with the case study of Sumedang Regency in West Java Province, Indonesia. A literature review and a focus group discussion with the stakeholders were used to identify the promotion had been conducted and to formulate investment promotion strategies. The result from Vosviewer shows that studies in investment promotion strategy in agriculture and tourism were relatively low. Promotion in the agricultural sector is less than in the tourism sector, and the current promotion in agriculture is tied to tourism, such as agrotourism. The formulated investment promotion strategy for agriculture and tourism was brand activation, consisting of experiential and digital marketing and personal selling. Success in executing this investment promotion plan must consider a favorable investment environment, such as the facilities and incentives, to encourage regional competitive advantage.
{"title":"Investment promotion strategy of tourism and agriculture sector to promote regional competitiveness","authors":"Lia Warlina, Kankan Kasmana, Selfa Septiani Aulia, Muhammad Iffan, Winy Noer Widiashanty","doi":"10.15549/jeecar.v10i6.1498","DOIUrl":"https://doi.org/10.15549/jeecar.v10i6.1498","url":null,"abstract":"This study aims to identify an investment promotion strategy for the agriculture and tourism sector with the case study of Sumedang Regency in West Java Province, Indonesia. A literature review and a focus group discussion with the stakeholders were used to identify the promotion had been conducted and to formulate investment promotion strategies. The result from Vosviewer shows that studies in investment promotion strategy in agriculture and tourism were relatively low. Promotion in the agricultural sector is less than in the tourism sector, and the current promotion in agriculture is tied to tourism, such as agrotourism. The formulated investment promotion strategy for agriculture and tourism was brand activation, consisting of experiential and digital marketing and personal selling. Success in executing this investment promotion plan must consider a favorable investment environment, such as the facilities and incentives, to encourage regional competitive advantage.","PeriodicalId":37422,"journal":{"name":"Journal of Eastern European and Central Asian Research","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-11-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135726072","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-11-05DOI: 10.15549/jeecar.v10i6.1503
Poni Sukaesih Kurniati, Suryanto Suryanto
This research analyzes digital entrepreneurship strategies by tourism industry players in Tourism 4.0. The research method used in this research is descriptive with a qualitative approach. Primary data sources come from the results of in-depth interviews with informants. In comparison, the secondary data sources are obtained from the search results of research results and statements of informants published in the media. The data that has been obtained is triangulated before being analyzed. The study results stated that digital entrepreneurship in the Indonesian tourism industry is multiplying. Several factors that support the growth of digital entrepreneurship include internet penetration, large population demographics, and digitization in the tourism industry. Digital entrepreneurship actors in the tourism industry are implementing several strategies to survive during and after the Covid-19 pandemic and entering the era of Tourism 4.0. This strategy successfully attracts tourists to continue to carry out tourism activities.
{"title":"Digital entrepreneurship strategy in the tourism business of the tourism 4.0 era","authors":"Poni Sukaesih Kurniati, Suryanto Suryanto","doi":"10.15549/jeecar.v10i6.1503","DOIUrl":"https://doi.org/10.15549/jeecar.v10i6.1503","url":null,"abstract":"This research analyzes digital entrepreneurship strategies by tourism industry players in Tourism 4.0. The research method used in this research is descriptive with a qualitative approach. Primary data sources come from the results of in-depth interviews with informants. In comparison, the secondary data sources are obtained from the search results of research results and statements of informants published in the media. The data that has been obtained is triangulated before being analyzed. The study results stated that digital entrepreneurship in the Indonesian tourism industry is multiplying. Several factors that support the growth of digital entrepreneurship include internet penetration, large population demographics, and digitization in the tourism industry. Digital entrepreneurship actors in the tourism industry are implementing several strategies to survive during and after the Covid-19 pandemic and entering the era of Tourism 4.0. This strategy successfully attracts tourists to continue to carry out tourism activities.","PeriodicalId":37422,"journal":{"name":"Journal of Eastern European and Central Asian Research","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-11-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135726076","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-11-05DOI: 10.15549/jeecar.v10i6.1509
Tuti Anggraeni, Vanessa Gaffar, Disman Disman, Puspo Dewi Dirgantari, Trustorini Handayani
This research aims to develop a marketing strategy for the Society 5.0 era by increasing tourist satisfaction in the lodging industry's business sector. Utilizing a quantitative approach with online data distribution, the sample in this study is 128 respondents. The PLS-SEM data analysis technique was used to analyze the questionnaire data. The study's results indicate that technological innovation services and tourist engagement influenced tourist satisfaction. In contrast, human innovation services, which have no direct impact on tourist satisfaction, must first be filtered through the variable measuring tourist engagement. The engagement of tourists is a moderating variable that influences tourist satisfaction. As technological and human innovation services directly experienced by tourists, they will affect tourist satisfaction. This research allows business actors in the lodging establishment industry to develop marketing strategies that increase tourist satisfaction, thereby increasing tourist trust and repeated visits in the future.
{"title":"Tourist satisfaction in era Society 5.0 as a marketing strategy","authors":"Tuti Anggraeni, Vanessa Gaffar, Disman Disman, Puspo Dewi Dirgantari, Trustorini Handayani","doi":"10.15549/jeecar.v10i6.1509","DOIUrl":"https://doi.org/10.15549/jeecar.v10i6.1509","url":null,"abstract":"This research aims to develop a marketing strategy for the Society 5.0 era by increasing tourist satisfaction in the lodging industry's business sector. Utilizing a quantitative approach with online data distribution, the sample in this study is 128 respondents. The PLS-SEM data analysis technique was used to analyze the questionnaire data. The study's results indicate that technological innovation services and tourist engagement influenced tourist satisfaction. In contrast, human innovation services, which have no direct impact on tourist satisfaction, must first be filtered through the variable measuring tourist engagement. The engagement of tourists is a moderating variable that influences tourist satisfaction. As technological and human innovation services directly experienced by tourists, they will affect tourist satisfaction. This research allows business actors in the lodging establishment industry to develop marketing strategies that increase tourist satisfaction, thereby increasing tourist trust and repeated visits in the future.","PeriodicalId":37422,"journal":{"name":"Journal of Eastern European and Central Asian Research","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-11-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135726077","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-11-05DOI: 10.15549/jeecar.v10i6.1508
Senny Luckyardi, Ratih Hurriyati, Disman Disman, Puspo Dewi Dirgantari
ABSTRACT This study aims to develop a new construct, Smart University Image (SUI), as a branding strategy in private universities. It is necessary due to the limitations of brand image theory in the context of a Smart University (SU), which is considered inconsistent and insufficient semantically or functionally. The research was analyzed by using Structural Equation Modeling (SEM). The respondents were 215 students from private universities, including in the SU category in West Java Province, one of the provinces with the highest number of private universities in Indonesia. The results showed that Technology Readiness (TR), E-Service Quality (ESQ), and E-Information Quality (EIQ) were significantly influenced by Value Co-Creation (VCC) and SUI at private universities in West Java. VCC is able to mediate the relationship between ESQ, EIQ, and SUI. It is concluded that SUI is an important value of branding strategy through VCC between students and the university.
{"title":"Smart university image: Branding strategy in private universities","authors":"Senny Luckyardi, Ratih Hurriyati, Disman Disman, Puspo Dewi Dirgantari","doi":"10.15549/jeecar.v10i6.1508","DOIUrl":"https://doi.org/10.15549/jeecar.v10i6.1508","url":null,"abstract":"ABSTRACT This study aims to develop a new construct, Smart University Image (SUI), as a branding strategy in private universities. It is necessary due to the limitations of brand image theory in the context of a Smart University (SU), which is considered inconsistent and insufficient semantically or functionally. The research was analyzed by using Structural Equation Modeling (SEM). The respondents were 215 students from private universities, including in the SU category in West Java Province, one of the provinces with the highest number of private universities in Indonesia. The results showed that Technology Readiness (TR), E-Service Quality (ESQ), and E-Information Quality (EIQ) were significantly influenced by Value Co-Creation (VCC) and SUI at private universities in West Java. VCC is able to mediate the relationship between ESQ, EIQ, and SUI. It is concluded that SUI is an important value of branding strategy through VCC between students and the university.","PeriodicalId":37422,"journal":{"name":"Journal of Eastern European and Central Asian Research","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-11-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135724917","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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