Human Capital and Institutional Sustainability in Regional Development: Brand Equity and Communication Strategies for Sustainable Higher Education Recruitment

Umar Umar; Ria Amelinda; Shofi Yogi Fajriyah

doi:10.61255/jeemba.v4i5.1712

Authors

Umar Universitas Islam Negeri Palopo, Indonesia
Ria Amelinda Universitas Islam Negeri Palopo, Indonesia
Shofi Yogi Fajriyah Universitas Islam Negeri Palopo, Indonesia

DOI:

https://doi.org/10.61255/jeemba.v4i5.1712

Keywords:

Brand Equity, Communication Strategy, Human Capital, Institutional Sustainability

Abstract

Purpose – This study aims to analyze the effect of Brand Equity—consisting of Brand Awareness, Brand Image, Perceived Relevance, and Promotional Effectiveness on prospective students’ enrollment intention in selecting a study program.

Design/methodology/approach – This research employs a mixed-method approach with data analysis techniques including multiple regression analysis, Focus Group Discussion (FGD), and interview analysis.

Finding/Results The findings show that brand image and promotional effectiveness are the main drivers of prospective students’ enrollment decisions. Effective recruitment requires integrated digital and offline promotion, program-level branding, student and alumni involvement, authentic storytelling, school partnerships, and interactive digital communication to strengthen public trust and sustain student recruitment.

Originality/Value – This study integrates quantitative brand equity analysis with qualitative communication strategies to develop sustainable student recruitment strategies in a regional Islamic higher education context.

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