Model Empiris Student Based University Reputation Terintegrasi Sebagai Strategi Mencapai Keunggulan Kompetitif Perguruan Tinggi Swasta

Abstract

The search for source of superior and sustainable competitive advantage often lead to intangible resources. There are many kind of intangible resources and one of them is reputation. The highly competitive business environment, increased different stakeholder expectations and pressure to the importance of examining and managing reputation. The main objective of this research is to develop a student-based university reputation model by examine the antecedents and consequent of university reputation. Data were obtained from 175 students from several private universities in Central Java Province. Structural Euation Modelling was used in order to test the proposed hypotheses. The result indicate that the outcome of student-university relationship, service quality and university culture effect university reputation. Then, university reputation has an effect on student supportive behavior. Because of the positive influence on reputation, university should focus on reputation-building activities, especially on those three antecedents.