PENGARUH DIGITAL BRAND PERSONALITY KAMPUS TERHADAP PERILAKU KEWARGAAN MAHASISWA : SUDUT PANDANG TEORI IDENTITAS SOSIAL
Abstract
Kampus swasta di Indonesia semakin menghadapi persaingan yang ketat untuk menarik mahasiswa. Dalam menghadapi tantangan tersebut, kampus perlu membangun citra yang kuat, salah satunya melalui digital brand personality (DBP). Penelitian ini berfokus pada pengaruh DBP terhadap perilaku kewargaan mahasiswa (campus citizenship behavior/CCB) melalui peran mediasi dari campus identification (CI). Meski pengaruh brand personality pada perilaku konsumen telah banyak diteliti, keterkaitannya dengan perilaku kewargaan mahasiswa dan pengaruh DBP dalam konteks kampus masih terbatas. Penelitian ini penting untuk memahami bagaimana DBP dapat meningkatkan partisipasi mahasiswa dalam kegiatan kampus dan memperkuat komunitas kampus melalui identifikasi yang tinggi dengan kampus. Penelitian ini menggunakan pendekatan kuantitatif eksplanatori dengan survei sebagai metode pengumpulan data. Kuesioner digunakan untuk mengukur tiga variabel: DBP, CCB, dan CI. Sampel terdiri dari 341 responden mahasiswa dari perguruan tinggi swasta di bawah LLDIKTI wilayah IX. Analisis data dilakukan menggunakan teknik uji hipotesis melalui model struktural. Hasil analisis menunjukkan bahwa DBP berpengaruh positif dan signifikan terhadap CCB, serta memiliki pengaruh positif terhadap CI. Selain itu, CI terbukti memediasi hubungan antara DBP dan CCB, yang menegaskan pentingnya identifikasi mahasiswa dengan kampus dalam mendorong perilaku kewargaan. Temuan ini memberikan wawasan bagi pengelola kampus untuk mengembangkan strategi branding digital yang dapat meningkatkan identifikasi mahasiswa dan mendorong partisipasi aktif mereka dalam kegiatan kampus. Penelitian ini mengungkapkan bahwa digital brand personality kampus berperan penting dalam meningkatkan campus citizenship behavior mahasiswa, baik secara langsung maupun melalui identifikasi mahasiswa terhadap kampus. Kampus perlu mengelola DBP secara efektif untuk membangun hubungan yang lebih kuat dengan mahasiswa, memperkuat komitmen mereka, dan meningkatkan keterlibatan dalam kegiatan kampus.
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