Effective Communication Strategies for Enhancing Brand Reputation: Insight from “XYZ” an Indonesian University with Global Orientation

Nila Krisnawati (), M. Riyadh Rizky Adam, Ilham Akbar and Gilang Fajar Romadan
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Nila Krisnawati: Swiss German University
M. Riyadh Rizky Adam: Swiss German University
Ilham Akbar: Swiss German University
Gilang Fajar Romadan: Swiss German University

A chapter in Proceedings of the 5th International Conference on Global Innovation and Trends in Economy 2024 (INCOGITE 2024), 2024, pp 22-39 from Springer

Abstract: Abstract In the dynamic landscape of higher education institutions, it is crucial for universities to understand the impact of Integrated Marketing Communication (IMC) on customers’ decision making (CDM) through Brand Reputation (BR). This study aims to examine the indirect relationship between IMC and CDM mediated by brand reputation. Data was collected through surveys from a sample of customers of the university with a sample size of 120 respondents. The analysis revealed a significant indirect relationship between IMC and CDM through BR. The p-value associated with this relationship was found to be smaller than the significance level of 0.05, indicating statistical significance. These findings highlight the importance of maintaining a strong brand reputation as a mechanism for influencing customers’ decision-making behaviours. Effective IMC strategies contribute to enhancing brand reputation, which in turn positively influences customers’ perceptions and decisions regarding the university. As such, private universities with global orientations in Indonesia can leverage IMC initiatives to strengthen their brand reputations and ultimately attract and retain customers. This research contributes to the understanding of the role of IMC in shaping customer decision making within the context of higher education institutions. It provides valuable insights for universities seeking to enhance their marketing strategies and improve their competitive positioning in the global market. Further research could explore specific IMC tactics and their effectiveness in differentiating brands and influencing customer behaviours.

Keywords: Integrated Marketing Communication (IMC); Customers’ Decision Making (CDM); Brand Reputation (BR); Higher Education Institution (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-585-0_3

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