Jakman

Article Details

Vol. 7 No. 3 (2026): Juni

Articles

The Effect of Green Campus Branding and Employability on Private University Choice

D Desta Sulaesih Mursyidah Y Yanti Setiowati N Nining Latianingsih D Dewi Yolanda Putri I Iis Mariam R Raden Minda Kusumah
09 June 2026 Vol. 7 No. 3 (2026): Juni https://doi.org/10.35912/jakman.v7i3.6367
Abstract

Purpose: This study aims to examine the effects of Green Campus Branding and Perceived Green Employability on students’ decisions to choose private universities, with Brand Trust as a mediating variable.

Methodology: The study was conducted in Bandung using a quantitative, causal explanatory design. Data were collected through an online questionnaire from 200 prospective and first-year students. Data were analyzed using Structural Equation Modeling (SEM) with Partial Least Squares (PLS) in SmartPLS.

Results: Green Campus Branding does not have a significant direct effect on university choice decisions (? = 0.110; p > 0.05), but becomes significant through full mediation by Brand Trust (? = 0.230; p < 0.001). Perceived Green Employability has a significant direct effect (? = 0.210; p < 0.05). Brand Trust also shows a strong direct effect on university choice decisions (? = 0.540; p < 0.001). The model explains 61.5% of the variance in university choice decisions (R² = 0.615).

Conclusions: Green marketing strategies are effective only when supported by strong Brand Trust.

Limitations: This study is limited to one geographic area and uses self-reported data.

Contributions: This study enriches green marketing and higher education research and provides practical insights for university marketing strategies.

Keywords: Brand Trust Green Marketing Perceived Green Employability Sustainability University Choice Decision
How to Cite
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Mursyidah, D. S., Setiowati, Y. ., Latianingsih, N. ., Putri, D. Y. ., Mariam, I. ., & Kusumah, R. M. . (2026). The Effect of Green Campus Branding and Employability on Private University Choice. Jurnal Akuntansi, Keuangan, Dan Manajemen, 7(3), 201–213. https://doi.org/10.35912/jakman.v7i3.6367
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