Brand auditing and the development of the brand salience management model of the Statistics Study Program

Deddy A. Suhardi (), Adhi Susilo (), Sony Heru Priyanto () and Antonius Surya Abdi ()
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Deddy A. Suhardi: Open University of Indonesia
Adhi Susilo: Open University of Indonesia
Sony Heru Priyanto: Universitas Agung Podomoro
Antonius Surya Abdi: Satya Wacana Christian University

Journal of Innovation and Entrepreneurship, 2022, vol. 11, issue 1, 1-23

Abstract: Abstract This research contains a novelty in producing a study program brand audit method and developing a brand salience development model in higher education, which has not been widely discussed. A quantitative-explanative research method was used in this study by collecting online survey data on the potential market for the Statistics Study Program with a total of around 1000 people from all over Indonesia, which is related to the understanding, association, perception, experience, brand equity, and consumer brand salience towards the Statistics Study Program. The data were analyzed using structural equation modeling (SEM). The results obtained are the formulation of a brand audit model and a salience brand management model for the Universitas Terbuka Statistics Study Program.

Keywords: Statistics Study Program; Universitas Terbuka; Branding; Brand salience; SEM (search for similar items in EconPapers)
Date: 2022
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DOI: 10.1186/s13731-022-00215-6

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