Model Integrasi Loyalitas Alumni Sekolah Bisnis: Perspektif Customer-Based Brand Equity Model dan Customer Relationship Marketing

Abstract

Recently, Higher Education Institutions (HEIs) have shifted their focus from purely academic advancement toward sustainability and the enhancement of stakeholder loyalty. In the post-pandemic era, business schools, which have traditionally served as the primary choice within most HEIs’ candidate students, have experienced a decline in performance. This condition has prompted HEI leaders to optimize the role of stakeholders, particularly alumni. However, the role of alumni as former customers remains underexplored, especially in relation to the concepts of the Consumer-Based Brand Equity (CBBE) model, Customer Relationship Marketing (CRM), and alumni loyalty. Specifically, XYZ Business School, as a pioneer in the development of management and business education in Indonesia, has also demonstrated performance challenges. Preliminary findings at XYZ Business School reveal performance inconsistencies between undergraduate (BBA) and postgraduate (MBA) alumni. This study aims to analyze the dimensions of CBBE within the framework of CRM, examine the influence of CRM dimensions on alumni loyalty, analyze both the direct and indirect effects of CBBE on alumni loyalty through CRM, investigate the moderating role of educational level, explore the dimensions of alumni loyalty, and formulate strategies to strengthen alumni engagement in business schools. The variables examined include CBBE, represented by Higher Education Institution Service Quality (HEISQUAL) and experiential value, and CRM dimensions; consisting of satisfaction, trust, commitment, and relationship quality. Educational level, specifically BBA and MBA graduates, is incorporated as a moderator variable of CRM dimensions on alumni loyalty. Alumni loyalty serves as the outcome variable and is measured through positive word of mouth, cross-buying, and alumni engagement.To address the research objectives, this study adopts a mixed-methods approach (quantitative and qualitative design). The design of quantitative approach employs Structural Equation Modeling with Partial Least Squares (SEM-PLS), Multi-Group Analysis (MGA), tests of direct and indirect effects, and Importance-Performance Map Analysis (IPMA) using SmartPLS version 4.3.1.0. The qualitative phase involves descriptive analysis, particularly latent variable scores (LVS) analysis, as well as the Analytical Hierarchy Process (AHP) with Superdecision version 3.2, supported by in-depth interviews, geometric mean calculations, critical ratio analysis, and the determination of priority weight criteria. The sample was obtained using disproportionate stratified sampling with a margin-of-error approach, targeting alumni of XYZ Business School. Out of 250 questionnaires distributed, 201 were returned, yielding a response rate of 80.4 percent. For the qualitative phase, purposive sampling was employed with the criterion of expertise in HEIs, particularly in alumni affairs. There were eight informants participated, representing a response rate of 80 percent. The informants consisted of government representatives, institutional leaders who are responsible for alumni engagement, and an expert in alumni marketing. The findings demonstrate that the integrated model of Customer-Based Brand Equity (CBBE) and Customer Relationship Marketing (CRM) can be empirically applied to the context of alumni loyalty in business schools. Results indicate that almost all CBBE dimensions significantly influence CRM dimensions, although the contribution of CRM to alumni loyalty is relatively weak. Among the CRM dimensions, only relationship quality exhibits a direct effect on alumni loyalty, while satisfaction, trust, and commitment do not show significant effects. The study further highlights that the influence of CBBE on alumni loyalty is primarily mediated by relationship quality, underscoring its role as the key determinant in maintaining and strengthening alumni loyalty in business schools. The moderating role of educational level (BBA – undergraduate level and MBA – postgraduate level) is also evident. The analysis shows that educational level partially moderates the effects of trust and commitment on loyalty. It also fully moderates the effect of relationship quality on alumni loyalty. This finding suggests that the impact of relationship quality on alumni loyalty is more pronounced among MBA graduates compared to BBA graduates. Moreover, cross-buying emerges as the most prominent dimension of alumni loyalty and significantly contributes to the sustainability of business schools. Following the quantitative phase, the qualitative analysis using AHP was conducted to develop strategic recommendations. The results emphasize three priority factors for enhancing alumni loyalty, namely relationship quality, HEISQUAL, and experiential value. Building high-quality relationships is identified as the foremost objective, with institutional leaders playing a central role in driving these efforts. Networking events that foster connections between alumni and students are highlighted as a key strategic initiative to sustain alumni loyalty in business schools. Theoretically, this study contributes to the development of an integrative alumni loyalty model grounded in relationship quality, HEISQUAL, and experiential value. The findings thereby enriching the higher education marketing literature. From a managerial perspective, the findings suggest that business school leaders, including rectors and vice rectors, should strengthen both academic and non-academic quality. Simultaneously, the leaders of business school can consistently support networking initiatives between alumni and students. In addition, alumni contributions should be recognized through testimonials disseminated via social media and alumni networks. Despite certain limitations, future study is encouraged to extend this framework to other institutions and countries, incorporating technological and demographic factors for a more comprehensive evaluation.

Perguruan tinggi saat ini tidak lagi memfokuskan diri pada kemajuan akademik semata, namun lebih mengarah pada keberlanjutan dan peningkatan loyalitas pemangku kepentingannya. Pada masa setelah pandemi, sekolah bisnis yang seyogyanya menjadi pilihan utama di hampir semua perguruan tinggi, sampai saat ini mengalami penurunan kinerja yang memicu pengelola perguruan tinggi untuk memaksimalkan peran dari pemangku kepentingannya yang salah satunya adalah alumni. Akan tetapi, peran alumni sebagai pelanggan masa lampau masih cukup terbatas dieksplor lebih lanjut termasuk kaitannya dengan konsep Consumer-Based Brand Equity Model (CBBE), Customer Relationship Marketing (CRM) dan loyalitas alumni. Secara khusus, Sekolah Bisnis XYZ yang merupakan pelopor pengembangan ilmu manajemen dan bisnis di Indonesia, mengalami penurunan kinerja. Pada temuan awal ini ditemukan bahwa pada Sekolah Bisnis XYZ terjadi penurunan kinerja yaitu inkonsistensi peran alumni S1 dan S2. Penelitian ini bertujuan untuk menganalisis dimensi CBBE pada dimensi CRM, menganalisis dimensi CRM dan pengaruhnya pada loyalitas alumni, menguji pengaruh langsung dan tidak langsung dimensi CBBE terhadap loyalitas alumni melalui dimensi CRM, menganalisis peran moderasi tingkat pendidikan, menganalisis dimensi loyalitas alumni dan memformulasikan strategi untuk meningkatkan peran alumni di sekolah bisnis. Adapun variabel yang diteliti melalui integrasi konsep-konsep tersebut adalah CBBE yang terdiri dari Higher Education Institution Service Quality (HEISQUAL) dan nilai pengalaman. Dimensi CRM yang terdiri dari kepuasan, kepercayaan, komitmen, kualitas hubungan, tingkat pendidikan, loyalitas alumni (rekomendasi positif, beli silang, dan keterikatan alumni). Penelitian ini menggunakan pendekatan metode penggabungan kuantitatif dan kualitatif. Analisis kuantitatif mencakup Structural Equation Modelling – Partial Least Square (SEM-PLS), Multi Group Analysis (MGA), pengaruh langsung dan tidak langsung, Importance Performance Map Analysis (IPMA) dengan SmartPLS ver 4.3.1.0. Kemudian, analisis kualitatif dilaksanakan dengan analisis deskriptif yaitu dengan analisis latent variable scores (LVS), dengan Analytical Hierarchical Process (AHP) dengan Superdecision Ver 3.2) antara lain dengan wawancara mendalam, geometric mean, critical ratio, dan penentuan bobot kriteria prioritas. Teknik pengambilan sampel yaitu disproportionate stratified sampling dengan menggunakan pendekatan margin of error pada alumni Sekolah Bisnis XYZ. Dari total 250 angket yang disebar, terdapat 201 responden alumni Sekolah Bisnis XYZ (80.4% response rate penelitian). Adapun teknik pengambilan sampel pada penelitian kualitatif menggunakan purposive sampling dengan kriteria ahli di bidang perguruan tinggi (khususnya pada alumni), dan yang bersedia menjadi narasumber adalah delapan responden (80% response rate penelitian). Kedelapan responden merupakan narasumber yang berasal dari pemerintah, pimpinan institusi terkait alumni untuk formulasi strategi peningkatan loyalitas alumni dan ahli pemasaran alumni. Hasil penelitian menunjukkan bahwa model integrasi antara Customer-Based Brand Equity (CBBE) dan Customer Relationship Marketing (CRM) dapat diterapkan secara empiris dalam konteks loyalitas alumni sekolah bisnis. Hampir semua dimensi CBBE terbukti berpengaruh terhadap dimensi CRM, meskipun kontribusi CRM terhadap loyalitas alumni relatif lemah. Dari sisi CRM, hanya kualitas hubungan yang memiliki pengaruh langsung terhadap loyalitas alumni, sementara dimensi lain seperti kepuasan, kepercayaan dan komitmen tidak menunjukkan pengaruh yang signifikan. Selain itu, penelitian ini menegaskan bahwa pengaruh CBBE terhadap loyalitas alumni lebih banyak dimediasi secara tidak langsung melalui kualitas hubungan, sehingga variabel ini dapat dianggap sebagai kunci utama dalam menjaga dan memperkuat keterikatan alumni sekolah bisnis. Penelitian ini juga menemukan bahwa tingkat pendidikan (BBA – S1 dan MBA – S2) memoderasi hubungan antara CRM dan loyalitas alumni. Secara parsial, pendidikan memoderasi pengaruh kepercayaan dan komitmen terhadap loyalitas, sedangkan pada pengaruh kualitas hubungan, peran moderasi tingkat pendidikan terbukti memoderasi secara penuh. Hasil moderasi tingkat pendidikan ini juga membuktikan bahwa lulusan MBA lebih memperkuat pengaruh kualitas hubungan terhadap loyalitas alumni sekolah bisnis, dibandingkan lulusan BBA. Selanjutnya penelitian ini juga mengonfirmasi bahwa pada dimensi utama loyalitas alumni yang menonjol adalah pembelian silang. Perilaku pembelian silang ternyata terbukti di sekolah bisnis yang memberi dampak pada keberlangsungan sekolah bisnis. Setelah penelitian kuantitatif dilakukan, penelitian kualitatif untuk memformulasikan strategi utama dilakukan dengan analisis AHP. Hasil penelitian kualitatif ditemukan bahwa untuk meningkatkan dan memaksimalkan loyalitas alumni sekolah bisnis, terdapat tiga faktor utama yang harus dipertimbangkan yaitu secara berurutan kualitas hubungan, HEISQUAL dan nilai pengalaman. Berdasarkan ketiga faktor tersebut, prioritas sub tujuan adalah membina kualitas hubungan yang baik, dengan faktor utama adalah kualitas hubungan. Pimpinan institusi menjadi aktor yang paling krusial dalam mewadahi semua faktor tersebut termasuk alternatif strategi utama yakni acara networking antara alumni dan mahasiswa. Penelitian ini memiliki implikasi teoritis yaitu mengacu pada pengembangan model integrasi loyalitas alumni berbasis kualitas hubungan, HEISQUAL, nilai pengalaman yang memperkuat literatur di bidang pemasaran pendidikan tinggi. Sementara itu, implikasi manajerial yang dapat dilakukan pimpinan sekolah bisnis adalah memperkuat kualitas akademik maupun non-akademik, sekaligus secara konsisten mendukung kegiatan yang menghubungkan alumni dengan mahasiswa juga memberikan penghargaan alumni melalui testimoni alumni pada media sosial dan semua jejaring alumni. Melalui beberapa keterbatasan, penelitian selanjutnya diharapkan dapat diperluas pada institusi bahkan negara lain dengan mengintegrasikan teknologi dan semua faktor demografi untuk analisis yang lebih komprehensif.