Reconstruction of Branding and Promotion Strategies to En-hance the Attractiveness of New Student Enrollment at Pri-vate Polytechnics in the City of Medan

##plugins.themes.academic_pro.article.sidebar##

Published Apr 7, 2026
https://doi.org/10.64276/jobic.v2i2.79
Download
PDF
Statistic

Downloads

Download data is not yet available.
Vol. 2 No. 2 (2026): Journal of Business Integration Competitive

##plugins.themes.academic_pro.article.main##

Ratih Amelia
Politeknik Unggul LP3M
Satria Tirtayasa
Universitas Muhammadiyah Sumatera Utara
Zakia Fadila
Politeknik Ganesha Medan
Ahmad Fadli
Universitas Mahkota Tricom Unggul
Yochi Elanda
Universitas Pembinaan Masyarakat Indonesia

Abstract

This study aims to analyze the influence of promotion, accreditation, and brand image on student attractiveness in private polytechnics in Medan City. The background of this study is driven by the declining number of student enrollments, which is associated with less effective promotional strategies, suboptimal accreditation quality, and weak institutional branding. This research employs a quantitative approach with an associative method. Data were collected through questionnaires using a Likert scale, supported by documentation and literature review. The data were analyzed using validity and reliability tests, descriptive analysis, classical assumption tests, and multiple linear regression analysis, followed by hypothesis testing through t-test and F-test. The results indicate that promotion, accreditation, and brand image partially have a positive and significant effect on student attractiveness. Simultaneously, these three variables also show a significant influence on student attractiveness. Among the variables, brand image is identified as the most dominant factor affecting student attractiveness. These findings suggest that increasing student enrollment cannot rely on a single factor, but requires an integrated approach involving effective promotional strategies, improvement of institutional quality through accreditation, and strengthening of institutional brand image. This study contributes to the development of marketing strategies in higher education institutions and provides practical insights for improving institutional competitiveness in an increasingly competitive educational environment

##plugins.themes.academic_pro.article.details##

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

How to Cite
Ratih Amelia, Satria Tirtayasa, Zakia Fadila, Ahmad Fadli, & Yochi Elanda. (2026). Reconstruction of Branding and Promotion Strategies to En-hance the Attractiveness of New Student Enrollment at Pri-vate Polytechnics in the City of Medan. Journal of Business Integration Competitive, 2(2), 26–35. https://doi.org/10.64276/jobic.v2i2.79

References

  1. Acevedo-De-los-Ríos, A., & Rondinel-Oviedo, D. R. (2022). Impact, added value and relevance of an accreditation process on quality assurance in architectural higher education. Quality in Higher Education, 28(2). https://doi.org/10.1080/13538322.2021.1977482
  2. Amelia, R. (2024). The Influence of Brand Image and Ethnic Identity on Decision to Study at Politeknik Unggul LP3M. Journal of Business Integration and Competitive (JoBIC), 1(1), 31–37.
  3. Amelia, R., Ayuni, T. W., & Nasib. (2024). Branding Dan Labeling Sebagai Upaya Strategi Pemasaran Produk Umkm Binaan Di Kota Medan. Jurnal Bina Bangsa Ekonomika, 17(2), 1724–1734. https://doi.org/10.46306/jbbe.v17i2.609
  4. Amelia, R., Hou, A., Budiman, I., Tambunan, D., & Novisari, E. (2023). The Effect of Online Customer Reviews and Affiliate Marketing On Impulsive Buying Of Product In The Shopee Marketplace. ProBisnis: Jurnal Manajemen, 14(1), 1–8.
  5. BAN-PT. (2023). Panduan akreditasi perguruan tinggi 4.0. BAN-PT.
  6. Chacon, L., Mitchell, G., & Golder, S. (2024). The commercial promotion of electronic cigarettes on social media and its influence on positive perceptions of vaping and vaping behaviours in Anglophone countries: A scoping review. PLOS Global Public Health, 4(1), 1–4. https://doi.org/10.1371/journal.pgph.0002736
  7. Chantarungsri, C., Popichit, N., Rugthangam, S., Wattana, N., Chuanchom, J., & Sukmak, M. (2024). Mapping the landscape of halal tourism: a bibliometric analysis. Cogent Social Sciences, 10(1), 1–17. https://doi.org/10.1080/23311886.2024.2365507
  8. Cingillioglu, I., Gal, U., & Prokhorov, A. (2024). Social media marketing for student recruitment: an algorithmically sequenced literature review. Journal of Marketing for Higher Education, 34(2). https://doi.org//10.1080/08841241.2023.2177789
  9. Cummings, L. F. M. (2022). The AOA/ACGME Single Accreditation System and Its Immediate and Future Impact on Family Medicine. Family Medicine, 54(2), 91–96. https://doi.org/10.22454/FamMed.2022.266260
  10. Daulay, N. S. Z. R. (2021). Memaksimumkan Brand Loyalty , Brand Trust Dan Brand Image Melalui Satisfaction. Ekuivalensi, 7(1), 38–47.
  11. Eryc, Nasib, Fahrurrozi, M., Ikhsan, R. Z., & Parker, J. (2026). Strategic Business Forecasting and Market Trends Analysis Using Machine Learning Techniques. Journal of Computer Science and Technology Application (CORISINTA), 3(1), 11–20.
  12. Fadlilani, L., Nugraha, R. S., & Kurniawan, F. A. (2025). Penerapan Digital Branding Politeknik Caltex Riau Dalam Meningkatkan Reputasi Kampus Di Era Digital. Bersinergi Mewujudkan Kampus Yang Inovatif, Responsif, Dan Kreatif Di Bidang Teknologi, Kesehatan, Hukum, Dan Komunikasi, 2.
  13. Fernandes, J. O., & Singh, B. (2022). Accreditation and ranking of higher education institutions (HEIs): review, observations and recommendations for the Indian higher education system. The TQM Journal, 34(5).https://doi.org/10.1108/TQM-04-2021-0115
  14. Fitra, R. F. Al, Junaidi, & Yusnaidi, R. I. (2025). Branding Perguruan Tinggi : Positioning, Akreditasi, Dankompetisi Global. Jurnal Teori Dan Pengembangan Pendidikan Bagian, 9(4).
  15. Fitriana, A. D., Sahid, M., Fathiyah, F., & Muhtar, M. (2022). Personal Branding: Strategi Membangun Reputasi Dosen di Media Digital. Jurnal Komunikasi, 16(2).
  16. Fritz, A. M., & Smith, A. M. (2024). Marketing higher education on YouTube: a content analysis of college promotional videos. Journal of Marketing for Higher Education. https://doi.org/10.1080/08841241.2024.2400088
  17. Gao, Q. (2021). Professional Development And ICT Literacy Of College Teachers Based On FPGA And Image Target Recognition Education. Microprocessors and Microsystems, 80(October), 103349. https://doi.org/10.1016/j.micpro.2020.103349
  18. Haryani, D. S., Nasib, & Zahra, A. (2023). The Influence Of Brand Image, Payment System, And Promotion On Interest In College At The Universitas Mahkota Tricom Unggul. International Journal of Accounting, Management, Economics and Social Sciences (IJAMESC), 1(3), 35–47. https://doi.org/10.61990/ijamesc.v1i3.17
  19. Husni, E. H. S. T. H. D. T. N. C. T. (2023). The Influence of Family, Peers and Brand Image on the Decision to Study at Universitas Mahkota Tricom Unggul. ProBisnis : Jurnal Manajemen, 14(6), 683–691. https://doi.org/10.62398/probis.v14i6.415
  20. Juliana, J., Akmaliah, Q. J., Kalsum, U., & Ifendi, M. (2025). Strategi Pemasaran Jasa pada Perguruan Tinggi. DIAJAR: Jurnal Pendidikan Dan Pembelajaran, 4(1), 132–138. https://doi.org//doi.org/10.54259/diajar.v4i1.3942
  21. Laksono, R., Nandan Limakrisna, & Anoesyirwan Moeins. (2024). Model of Decision to Choose a Private Higher Education on Accreditation, Brand Image and Integrated Marketing Communication with Trust as a mediating variable. International Journal of Advanced Multidisciplinary, 2(4), 992–997. https://doi.org/10.38035/ijam.v2i4.471
  22. Leuwol, S., & Latuheru, R. (2026). Strategi Digital Branding Universitas Kristen Indonesia Maluku (Ukim) Dalam Membangun Citra Institusi Pendidikan Tinggi Swasta Di Maluku. Jurnal Administrasi Terapan, 5(1). https://doi.org/doi.org/10.31959/jat.v5i1.3609
  23. Lipsett, J. R. P. P. A. (2021). The Challenges of Program Accreditation Decisions in 2021 for the ACMGE Review Committee for Surgery. Journal of Surgical Education, 78(2), 394–399. https://doi.org/10.1016/j.jsurg.2020.08.023
  24. Moksen, B. R. R., Suradimaja, K. R. Z., & Wempi, J. A. (2025). Strategi Brand Positioning Berbasis Keberlanjutan Lingkungan: Studi Kasus Napak Bhumi 2021-2024. Jurnal TIK, 9(4). https://doi.org/10.35870/jtik.v9i4.4145
  25. Nasib. (2024). The Influence of Ethnic Identity and Brand Trust on College Choice Decisions (Case Study at IT & B Campus). Journal of Business Integration and Competitive (JoBIC), 1(1), 10–20. https://doi.org/10.64276/jobic.v1i1.3
  26. Nasib, Martin, Fadli, Z., & Fadli, A. (2020). Analysis Of Impact Factors On College Decisions On Private College Lecture In Medan City. International Journal of Business and Management Invention (IJBMI), 9(3), 18–24.
  27. Otto, V. B. G. P. M. M. L. A. C. A. (2022). Teachers ’ digital competencies in higher education : a systematic literature review. International Journal of Educational Technology in Higher Education, 1–16. https://doi.org/10.1186/s41239-021-00312-8
  28. Owens, M. F., Rennhoff, A. D., & Roach, M. A. (2024). The impact of name, image, and likeness contracts on student-athlete college choice. Applied Economics, 1(1), 1–17. https://doi.org/10.1080/00036846.2024.2331425
  29. Perera, C. H., Nayak, R., & Nguyen, L. T. Van. (2022). The impact of social media marketing and brand credibility on higher education institutes’ brand equity in emerging countries. Journal of Marketing Communications, 29(8), 770–795. https://doi.org/10.1080/13527266.2022.2086284
  30. Pramono, D., & Lukitawati, L. (2023). Digital Branding Fakultas Ilmu Sosial dan Ilmu Politik Universitas Negeri Semarang dalam Upaya Penguatan Reputasi Lembaga. Prosiding Seminar Nasional FISIP UNNES.
  31. Sa’ban, F., & Indrawan. (2025). Analisis Strategi Branding Digital Pada Institusi Pendidikan Tinggi Baru: Studi Kasus Politeknik AMA. Jurnal Strategi Dan Inovasi Bisnis (JSIB), 1(2). https://doi.org/doi.org/10.69666/fp3vex66
  32. Sari, N., Hou, A., Pranata, R. P., & Fadli, A. (2023). Influence On Product Quality Buying Decisions Through Brand Images At PT. Assa Belawan. Proceeding International Conference Gebyar Hari Keputeraan Prof. H. Kadirun Yahya 105 in 2022, 385–395.
  33. Setiawati, W., Erwina, W., & Perbawasari, S. (20226). Digital branding Kantor Arsip Universitas Padjadjaran dalam upaya penguatan reputasi. Profesi Humas, 2.
  34. Shoukat, M. H., Selem, K. M., Elgammal, I., Ramkissoon, H., & Amponsah, M. (2023). Consequences of local culinary memorable experience: Evidence from TikTok influencers. Acta Psychologica, 238(November 2022), 1–13. https://doi.org/10.1016/j.actpsy.2023.103962
  35. Sihombing, E. H., Martin, Nasib, Tambunan, D., & Amelia, R. (2023). The Influence Of Marketing And Affiliate Marketing Communications On Increasing Sales Volume (Study The Case of Online Merchants on the Shopee Marketplace in Medan City). Jurnal Ekonomi, 12(03), 2023. http://ejournal.seaninstitute.or.id/index.php/Ekonomi
  36. Sihombing, E. H., Nasib, Harianto, A., Razaq, M. R., & Hou, A. (2024). Pengaruh Digital Marketing dan Penanganan Keluhan terhadap Loyalitas Pelanggan Coffe Shop di Kota Medan. Arus Jurnal Sosial Dan Humaniora (AJSH), 4(2), 1–7.
  37. Syaifuddin, F. R. A. Y. L. N. (2024). Manajemen Pemasaran. Takaza Innovatix Labs.
  38. Wahyunto, M., Hidayati, D., & Sukirman, S. (2024). Strategi branding Sekolah di era digital dalam meningkatkan animo masyarakat melalui pemanfaatan digital marketing. Academy of Education Journal, 15(2). https://doi.org/doi.org/10.47200/aoej.v15i2.2419
  39. Wang, X., & Lin, B. (2024). Managing the Energy-Saving of College Students: Based on an Analysis of Comprehensive Information of the Energy-Saving Behaviors. Journal of Global Information Management, 32(1), 1–33. https://doi.org/10.4018/JGIM.339238
  40. Widy, N., & HS, H. (2021). Increasing Brand Trust through Marketing Communication and Its Impact on School principal’s Loyalty. Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences, 4(2), 2208–2216. https://doi.org/10.33258/birci.v4i2.1913