The Influence of Institutional Branding and Generation Z Lifestyle on the Decision to Choose a Private University: A Case Study of Generation Z in Greater Tangerang
DOI:
https://doi.org/10.59211/mjpjetl.v4i2.389Keywords:
Institutional branding, Generation Z lifestyle, university selection decision, private universities, higher education marketingAbstract
Private universities face increasing challenges in attracting Generation Z students to pursue higher education. As individuals born between 1997 and 2012, Generation Z is characterized by digital literacy, critical thinking, and dynamic lifestyles. Consequently, their university selection decisions are influenced not only by academic quality but also by institutional image and the extent to which a university aligns with their lifestyle preferences. This study aims to examine the influence of institutional branding and Generation Z lifestyle on the decision to choose private universities in the Greater Tangerang area, including Tangerang City, Tangerang Regency, and South Tangerang City. A quantitative survey approach was employed involving 155 Generation Z respondents. The collected data were analyzed using multiple linear regression following validity, reliability, and classical assumption tests. The results indicate that institutional branding and Generation Z lifestyle simultaneously have a positive and significant effect on university selection decisions (F = 956.753; p < 0.001), with a coefficient of determination (R² = 0.926). Partially, institutional branding exerts a stronger influence (β = 0.589; p < 0.001) than Generation Z lifestyle (β = 0.382; p < 0.001). These findings suggest that a strong institutional reputation and image, supported by marketing strategies that align with Generation Z characteristics, are key factors in enhancing the attractiveness of private universities. The study provides practical implications for university administrators in developing more effective branding and educational marketing strategies to improve competitiveness in attracting prospective students.
Downloads
References
[1] S. Neswardi, I. Yuanita, and J. Jumyetti, “Pengaruh Brand Image dan Lokasi terhadap Keputusan Calon Mahasiswa Melanjutkan Studi di Perguruan Tinggi,” Jurnal Ilmiah Poli Bisnis, vol. 14, no. 2, pp. 272–285, 2022.
[2] A. Alfarizi, J. Alie, and T. Yustini, “Pengaruh brand image, lokasi kampus dan dukungan fasilitas terhadap keputusan mahasiswa dalam memilih perguruan tinggi swasta (PTS) di Kota Palembang,” JUMBIWIRA: Jurnal Manajemen Bisnis Kewirausahaan, vol. 1, no. 2, pp. 31–44, 2022.
[3] C. Seemiller and M. Grace, Generation Z goes to college. John Wiley & Sons, 2016.
[4] F. Fathorrahman, “Generation Z Antecedent to Chooses Private Islamic Universities,” Maharot: Journal of Islamic Education, vol. 8, no. 2, pp. 113–125, 2024.
[5] Nofrizal, U. Juju, and Aznuriyandi, “Finding reasons to choose a campus: the impact of social media and brand strategy,” Higher Education Quarterly, vol. 78, no. 3, pp. 988–1015, 2024.
[6] T. Sukanto, A. S. Nugraha, and M. Briyantoro, “Pengaruh Citra Institusi dan Biaya Pendidikan Terhadap Keputusan Mahasiswa Masuk Institut Teknologi dan Bisnis Trenggalek,” Inisiatif: Jurnal Ekonomi, Akuntansi dan Manajemen, vol. 2, no. 1, pp. 408–418, 2023.
[7] F. S. Tamaa and M. A. S. Widya, “Pengaruh Citra Perguruan Tinggi, Akreditasi Prodi Terhadap Keputusan Mahasiswa Memilih Prodi Pendidikan Ekonomi STKIP PGRI Tulungagung,” Jurnal Pendidikan Ekonomi, vol. 6, no. 1, pp. 39–46, 2021.
[8] D. K. Dewi and Y. Budiwati, “Instagram Sebagai Media Branding Institusi Untuk Mempersuasi Gen Z Dalam Memilih Pendidikan Tinggi,” Briliant: Jurnal Riset dan Konseptual, vol. 9, no. 3, pp. 581–589, 2024.
[9] P. N. Adinda, H. Ali, and S. Supardi, “Model Strategik Pembentukan Brand Trust pada Perguruan Tinggi Swasta: Peran Strategic Branding, Service Quality, Institutional Reputation,” Journal of Management and Creative Business, vol. 4, no. 3, pp. 602–619, 2026.
[10] T. Manishimwe, L. Raimi, and B. N. Babatunde, “Exploring the underlying factors influencing students’ choice of private education providers in Nigeria using PLS-SEM,” Discover Education, vol. 4, no. 1, p. 3, 2025.
[11] M. S. Arifin, “Strategi Komunikasi Branding Perguruan Tinggi,” Al-Ibrah: Jurnal Pendidikan Dan Keilmuan Islam, vol. 6, no. 1, pp. 70–102, 2021.
[12] Y. P. Putra, N. V. Puspita, and B. Heryanto, “Faktor Yang Mempengaruhi Gen Z Dalam Memilih Perguruan Tinggi,” Jurnal Studi Manajemen Dan Bisnis, vol. 9, no. 2, pp. 183–192, 2022.
[13] A. R. Ismail, B. Nguyen, J. Chen, T. C. Melewar, and B. Mohamad, “Brand engagement in self-concept (BESC), value consciousness and brand loyalty: a study of generation Z consumers in Malaysia,” Young Consumers, vol. 22, no. 1, pp. 112–130, 2021.
[14] T. Dimitrios, T. Georgios, and C. Chryssoula, “Branding for Gen Z: Consumer Behavior and Newly Launched Technological Products.,” Journal of Agricultural Informatics/Agrárinformatika Folyóirat, vol. 16, no. 1, 2025.
[15] S. Luckyardi, R. Hurriyati, D. Disman, and P. D. Dirgantari, “Smart University Image: From Branding To Marketing Strategy in Private Universities,” Jurnal Riset Bisnis Dan Manajemen, vol. 16, no. 2, pp. 187–195, 2023.
[16] S. Seyfi, M. Sharifi-Tehrani, C. M. Hall, and T. Vo-Thanh, “Exploring the drivers of Gen Z tourists’ buycott behaviour: A lifestyle politics perspective,” Journal of Sustainable Tourism, vol. 33, no. 6, pp. 1146–1164, 2025.
[17] I. C. Kamenidou, S. A. Mamalis, S. Pavlidis, and E.-Z. G. Bara, “Segmenting the generation Z cohort university students based on sustainable food consumption behavior: A preliminary study,” Sustainability, vol. 11, no. 3, p. 837, 2019.
[18] P. Thangavel, P. Pathak, and B. Chandra, “Millennials and Generation Z: a generational cohort analysis of Indian consumers,” Benchmarking: An International Journal, vol. 28, no. 7, pp. 2157–2177, 2021.
[19] H. Afifah, W. Ulya, and N. B. Wirawan, “Exploring Gen Z’s Preferences Toward Higher Education Institutions’ Promotional Strategies,” International Business Education Journal, vol. 17, no. 2, pp. 127–140, 2024.
[20] K. R. Yin, “Case study research and applications design and methods,” Library of Congress Cataloging-in-Publication Data, 2018.
[21] B. M. Holzer, O. Ramuz, C. E. Minder, and L. Zimmerli, “Motivation and personality factors of Generation Z high school students aspiring to study human medicine,” BMC Med. Educ., vol. 22, no. 1, p. 31, 2022.
[22] P. Harisandi et al., “Personal branding of lecturers and word of mouth: Effective education strategy in increasing the attractiveness of entrepreneurship study program and reputation of pelita bangsa university,” IJORER: International Journal of Recent Educational Research, vol. 6, no. 3, pp. 758–774, 2025.
Downloads
Published
Issue
Section
URN
License
Copyright (c) 2026 Leo Alexander Tambunan, Kevin Mulyono Sudrajat, Chronicha Gracea Tiophilus S, Martha Felista
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Authors grant the journal the right of first publication. which permits unrestricted use, distribution, and reproduction in any medium, provided that the original work is properly cited. Authors are responsible for ensuring that any third-party materials included in their work have proper permissions.
