Penanaman Internal Branding Dalam Membangun Brand Commitment (Studi Pada Universitas Pembangunan Nasional (UPN) “Veteran” Jawa Timur Sebagai Kampus “Bela Negara”)
Abstract
Persaingan di era global menuntut setiap organisasi memiliki keunggulan kompetitif untuk mempertahankan keberadaannya. Solusi strategis dalam mengahadapi persaingan tersebut adalah dengan memperkuat brand sebagai identitas sebuah organisasi. Internal branding merupakan langkah yang tepat dalam memperkuat brand sebuah organisasi. Melihat pertumbuhan perguruan tinggi di Indonesia yang semakin tinggi. Maka diperlukan adanya penguatan branding baik pada perguruan tinggi negeri maupun swasta. Universitas Pembangunan Nasional (UPN) “Veteran” Jawa Timur (UPNVJT) merupakan perguruan tinggi negeri baru, sehingga penguatan brand sebagai identitas sangat diperlukan. UPNVJT mengusung “ Bela Negara” sebagai brand. Hal tersebut didasarkan pada capaian prestasi dan kebutuhan Indonesia, untuk memperkuat kesatuan dan persatuan di era global saat ini. Sehingga penelitian saat ini dilakukan di UPN “Veteran” Jawa Timur dengan sampel pegawai dengan jumlah di atas 267. Variabel yang digunakan terdiri dari bran dorientation, brand knowledge dan brand involvement dengan skala pengukuran yang diadaptasi dari penelitian terdahulu. Kemudian analisis secara deskriptif menggunakan SPSS, dan diperoleh kesimpulan
Kata kunci : Internal Branding, Brand Komitmen , Perguruan Tinggi
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