Marketing innovation: Development strategy of private university in Indonesia

Authors

  • Mirza Abdi Khairusy Universitas Pendidikan Indonesia https://orcid.org/0000-0003-4105-9634
  • Ratih Hurriyati Universitas Pendidikan Indonesia
  • Suwatno Suwatno Universitas Pendidikan Indonesia
  • Vanessa Gaffar Universitas Pendidikan Indonesia
  • Puspo Dewi Dirgantari Universitas Pendidikan Indonesia https://orcid.org/0000-0002-4414-8395
  • Soni Mulyawan Setiana Universitas Komputer Indonesia

DOI:

https://doi.org/10.15549/jeecar.v9i5.1073

Keywords:

marketing innovation, brand image, competitive advantage, purchase intention

Abstract

This research aims to determine the role of marketing innovation in developing the private university using the Structure Equation Model (SEM) analysis technique SmartPLS 3.0 through a quantitative survey design. The population in this study is new students from 21 private universities spread across the city of Serang. The sampling technique used purposive with a sample determination of 180. This study found that marketing innovation and brand image provided a competitive advantage and were used for student purchase intention considerations. This research contributes to steps that organizations can use in obtaining purchase intention. The COVID-19 pandemic has significantly impacted the economy and the field of higher education, especially private universities. The pandemic resulted in the closure of universities. It increased competition within the education sector in private universities through various approaches by academic institutions to provide higher-quality education during the COVID-19 restrictions.

Author Biographies

Mirza Abdi Khairusy, Universitas Pendidikan Indonesia

Program Studi Doktor Manajemen

Ratih Hurriyati, Universitas Pendidikan Indonesia

Program Studi Doktor Manajemen

Suwatno Suwatno, Universitas Pendidikan Indonesia

Program Studi Doktor Manajemen

Vanessa Gaffar, Universitas Pendidikan Indonesia

Program Studi Doktor Manajemen

Puspo Dewi Dirgantari, Universitas Pendidikan Indonesia

Program Studi Doktor Manajemen

Soni Mulyawan Setiana, Universitas Komputer Indonesia

Program Sudi Bahasa Jepang

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Published

2022-11-05

How to Cite

Khairusy, M. A. ., Hurriyati, R. ., Suwatno, S., Gaffar, V. ., Dirgantari, P. D. ., & Setiana, S. M. . (2022). Marketing innovation: Development strategy of private university in Indonesia. Journal of Eastern European and Central Asian Research (JEECAR), 9(5), 776–788. https://doi.org/10.15549/jeecar.v9i5.1073

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