FROM LOYALTY TO ADVOCACY: THE MEDIATING ROLE OF INSTITUTIONAL IDENTIFICATION ON STUDENT CITIZENSHIP BEHAVIOR IN INDONESIAN HIGHER EDUCATION
DOI:
10.54443/morfai.v6i1.4751Published:
2025-12-23Downloads
Abstract
This study examines the mediating role of institutional identification between brand loyalty and Student Citizenship Behavior (SCB) in Indonesian higher education. Using a quantitative design with 350 student respondents and PLS-SEM analysis, findings reveal that brand loyalty significantly impacts institutional identification (β=0.750) and SCB (β=0.247). Crucially, institutional identification partially mediates this relationship (VAF=63.8%), effectively amplifying loyalty's impact on SCB. Validating Social Identity Theory, this study establishes institutional identification as the key "psychological bridge" transforming loyalty into voluntary extra-role behavior. Practically, higher education administrators are advised to shift focus from transactional service satisfaction to identity management strategies, fostering a narrative of "us" and symbolic pride to encourage active student advocacy.
Keywords:
Brand Loyalty Higher Education Institutional Identification mediation Student Citizenship BehaviorReferences
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