Antecedents of Private University Brand Image and Reputation: An Examination of Social Media Content, Influencers, Student Interactions, and Social Impact

Abstract

The higher education sector in Indonesia faces intense competition, compelling private universities to strategically enhance their brand reputation to attract prospective students. This research aims to examine the influence of shared content, social media influencers, consumer-brand interaction, social impact actions, and brand image to brand reputation of private universities. A quantitative methodology was employed for this study. Primary data were collected using a structured questionnaire, designed with a 5-point Likert scale, administered online via Google Forms. Data collection was conducted between January 12 and February 25, 2025. The sample comprised 400 respondents from various private universities in Indonesia. The conceptual model was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM 4). The empirical findings provide robust support for all five hypothesized relationships. Specifically, shared content, social media influencers, consumer-brand interaction, and social impact actions were found to positively and significantly influence the brand image of private universities. Crucially, the study confirmed that brand image positively and significantly impacts the brand reputation of these institutions. The findings offer valuable theoretical contributions to higher education branding literature and provide actionable managerial insights for private university administrators seeking to enhance their competitiveness and appeal in the dynamic educational market.