Strategies for Recognizing University Brand of Current Students

Abstract

          The objective of the research article were 1) to study the factors that influence the university brand recognition of current students, 2) to study the satisfaction received from university studies, 3) to find suitable strategies for satisfying and the university brand recognition Is a survey research tool that uses the method of data collection as a questionnaire The sample questionnaire consisted of 400 current students. The instruments using in this study included the questionnaire. The statistic using in this study included the frequency, percentage, mean and standard deviation. 

         The results showed that : 1. The current students there is a high level of perception towards the university seal in 3 areas, which are 1) the perception of the university before enrollment, 2) the decision to enter university, 3) Experience gained from studying in the university and perceived the university brand at a moderate level in 1 aspect, namely acquiring the university before studying. 2. As for the satisfaction students are satisfied with the university seal. At a high level, all factors are 1) able to produce graduates with quality as expected, 2) able to deliver value for services, 3) providing value for education, 4) able to create a positive attitude with all stakeholders and 5) Overall satisfaction of the university 3. Strategy formulation for influencing university brand awareness of current students. The name AKID-SS consists of 2 strategies. The first strategy is to build awareness of the university brand. In the aspect of information recognition and decision making, consisting of 1) the strategy for knowing and acknowledging information(Acknowledge) 2) Strategies for providing targeted information(Know) 3) Strategies for providing information (Information) and 4) Decision-making strategies (Decision). Second strategy Is a strategy to build awareness of the university brand. The experience from admission consisted of 1) services strategy and 2) satisfaction strategies (Satisfaction).