Optimalisasi Kualitas Web dalam Meningkatkan Citra dan Reputasi Perguruan Tinggi
Article Sidebar
Main Article Content
Abstract
Company websites are used as a tool to communicate with both the internal and external public. A good website gives a positive impression of a company to the public and illustrates that a well-managed company is a good company. Educational institutions require a website to establish a good image and reputation. For universities, websites are useful for increasing competitiveness and as a basis for strengthening institutions, information media, and promotions. However, the Unpad.ac.id website has decreased its ranking on the visibility/impact indicator and the high number of backlinks. This study aims to determine the effect of the Unpad.ac.id website quality factors on the image and reputation of Padjadjaran University through Corporate Website Favorability, with attractiveness and satisfaction as moderating variables. The approach used is an explanatory quantitative using a sample of 352 respondents collected using a convenience sampling technique. Data were obtained through questionnaires, observations, interviews, and literature studies. The data obtained were then tested using the Structural Equation Model (SEM) analysis method using the SmartPLS 3 application. Data analysis techniques using both descriptive and inferential statistical analysis. The results showed that the variable website quality factor affects the Corporate Website Favorability, Corporate Website Favorability affects the image and reputation of the company, the quality factor of the unpad.ac.id website affects the image and reputation of Padjadjaran University through the Corporate Website Favorability, while attractiveness and satisfaction do not moderate the effect of the Corporate Website Favorability on the image of Padjadjaran University.
Situs web perusahaan digunakan sebagai alat untuk berkomunikasi dengan publik internal maupun ekstenal. Situs web yang baik memberikan kesan positif suatu perusahaan kepada publik serta menggambarkan perusahaan yang dikelola dengan baik merupakan perusahaan yang baik pula. Instansi pendidikan membutuhkan situs web untuk membentuk citra dan reputasi yang baik. Bagi perguruan tinggi, situs web bermanfaat untuk meningkatkan daya saing dan sebagai basis penguatan instansi, media informasi, serta promosi. Namun, situs web Unpad.ac.id mengalami penurunan ranking pada indikator visibility/impact dan angka backlink yang tinggi. Penelitian ini bertujuan untuk mengetahui pengaruh faktor kualitas situs web Unpad.ac.id terhadap citra dan reputasi Universitas Padjadjaran melalui Corporate Website Favorability dengan daya tarik dan kepuasan sebagai moderasi. Pendekatan yang digunakan adalah kuantitatif bersifat eksplanatori dengan menggunakan sampel sebanyak 352 responden dan diambil menggunakan teknik convenience sampling. Data diperoleh melalui angket, observasi, wawancara dan studi kepustakaan. Data yang diperoleh diuji dengan metode analisis Structural Equation Model (SEM) menggunakan aplikasi SmartPLS 3. Untuk teknik analisis data menggunakan analisis statistik deskriptif dan inferensial. Hasil penelitian menunjukkan bahwa faktor kualitas situs web berpengaruh terhadap Corporate Website Favorability, corporate website favorability perngaruh terhadap citra dan reputasi perusahaan, faktor kualitas situs web unpad.ac.id berpengaruh terhadap citra dan reputasi Universitas Padjadjaran melalui corporate website favorability, sedangkan daya tarik dan kepuasan tidak memoderasi pengaruh Corporate Website Favorability terhadap citra Universitas Padjadjaran.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
This work is licensed under a Koneksi Creative Commons Attribution-ShareAlike 4.0 International License.References
Abdullah, Z., Shahrina, Nordin, & Abdul Aziz, Y. (2013). Building a unique online corporate identity. Marketing Intelligence & Planning, 31(5), 451–471.
Ageeva, E., Foroudi, P., Melewar, T. C., Nguyen, B., & Dennis, C. (2020). A Holistic Framework of Corporate Website Favourability. Corporate Reputation Review, 23(3), 201–214. https://doi.org/10.1057/s41299-019-00079-9
Ageeva, E., Melewar, T. C., Foroudi, P., & Dennis, C. (2019). Cues adopted by consumers in examining corporate website favorability: An empirical study of financial institutions in the UK and Russia. Journal of Business Research, 98, 15–32. https://doi.org/https://doi.org/10.1016/j.jbusres.2018.12.079
Ageeva, E., Melewar, T. C., Foroudi, P., Dennis, C., & Jin, Z. (2018). Examining the influence of corporate website favorability on corporate image and corporate reputation: Findings from fsQCA. Journal of Business Research, 89, 287–304. https://doi.org/10.1016/j.jbusres.2018.01.036
Alhudaithy, A., & Kitchen, P. (2009). Rethinking models of technology adoption for Internet banking: The role of website features. Journal of Financial Services Marketing, 14, 56–69. https://doi.org/10.1057/fsm.2009.4
Annette L.M. van den Bosch, Wim J.L. Elving, & Menno D.T. de Jong. (2006). The impact of organisational characteristics on corporate visual identity. European Journal of Marketing, 40(7), 870–885.
Braddy, P. W., Meade, A. W., & Kroustalis, C. M. (2008). Online recruiting: The effects of organizational familiarity, website usability, and website attractiveness on viewers’ impressions of organizations. Computers in Human Behavior, 24(6), 2992–3001. https://doi.org/https://doi.org/10.1016/j.chb.2008.05.005
Braddy, P. W., Thompson, L. F., Wuensch, K. L., & Grossnickle, W. F. (2003). Internet recruiting: The effects of web page design features. Social Science Computer Review, 21(3), 374–385.
Chaffey, D., & Chadwick, E. F. (2016). Digital Marketing. Strategy, Implementation and Practice (Sixth, pp. 2–679). Pearson Education Limited.
Doll, W. J., & Torkzadeh, G. (1988). The measurement of end-user computing satisfaction. MIS Quarterly, 12(2), 259–274.
Dowling, G. R. (2004). Corporate Reputations: Should You Compete on Yours? California Management Review, 46(3), 19–36. https://doi.org/10.2307/41166219
Foroudi, P., Dinnie, K., Kitchen, P. J., Melewar, T. C., & Foroudi, M. M. (2017). IMC antecedents and the consequences of planned brand identity in higher education. European Journal of Marketing, 51(3), 528–550. https://doi.org/10.1108/EJM-08-2015-0527
Gatewood, R. D., Gowan, M. A., & Lautenschlager, G. J. (1993). Corporate image, recruitment image and initial job choice decisions. Academy of Management Journal, 36(2), 414–427.
Hair, J. F., G. Tomas M. Hult, Christian M. Ringle, & Marko Sarstedt. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (Second Edition). SAGE Publications.
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Moderation Analysis. In J. F. Hair Jr., G. T. M. Hult, C. M. Ringle, M. Sarstedt, N. P. Danks, & S. Ray (Eds.), Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R: A Workbook (pp. 155–172). Springer International Publishing. https://doi.org/10.1007/978-3-030-80519-7_8
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Jayawardhena, C., & Foley, P. (2000). Changes in the banking sector–the case of Internet banking in the UK. Internet Research, 10(1), 19–31.
Kantor Komunikasi Publik. (2019). Unpad Jadi PTN Terbaik pada Anugerah Media Humas 2019 Kategori Website. Unpad.Ac.Id. https://www.unpad.ac.id/2019/10/unpad-jadi-ptn-terbaik-pada-anugerah-media-humas-2019-kategori-website/
Khang, H., Ki, E.-J., & Ye, L. (2012). Social Media Research in Advertising, Communication, Marketing, and Public Relations, 1997–2010. Journalism & Mass Communication Quarterly, 89(2), 279–298. https://doi.org/10.1177/1077699012439853
Kim, S., Park, J.-H., & Wertz, E. K. (2010). Expectation gaps between stakeholders and web-based corporate public relations efforts: Focusing on Fortune 500 corporate web sites. Public Relations Review, 36(3), 215–221. https://doi.org/https://doi.org/10.1016/j.pubrev.2010.04.001
Kitchen, P. J., & Panopoulos, A. (2010). Online public relations: The adoption process and innovation challenge, a Greek example. Public Relations Review, 36(3), 222–229. https://doi.org/https://doi.org/10.1016/j.pubrev.2010.05.002
Lin, Y. C., Huang, S. L., & Budd, W. W. (2013). Assessing the environmental impacts of high-altitude agriculture in Taiwan: A Driver-Pressure-State-Impact-Response (DPSIR) framework and spatial emergy synthesis. Ecological Indicators, 32, 42–50. https://doi.org/10.1016/j.ecolind.2013.03.009
Liu, C. , K.P. Arnett, & C. Litecky. (2000). Design quality of websites for electronic commerce: Fortune 1000 webmasters’ evaluations. Electronic Markets, 10(2), 120–129.
Nazzal, A., Thoyib, A., & Zain, D. (2022). The Effect of Digital Literacy and Website Quality on Purchase Intention in Internet Shopping through Mediating Variable: The Case of Internet Users in Palestine. Webology, 19(1), 2414–2434.
Pant, G., & Pant, S. (2017). Visibility of corporate websites: The role of information prosociality. Decision Support Systems, 106, 119–129. https://doi.org/10.1016/j.dss.2017.12.006
Permatasari, A. N., Soelistiyowati, E., Suastami, I. G. A. P. P., & Johan, R. A. (2021). Digital public relations: trend and required skills. Jurnal ASPIKOM, 6(2), 373–386.
Phillips, D., & Young, P. (2009). Online public relations: A practical guide to developing an online strategy in the world of social media. Kogan Page Publishers.
Raya, M. K. F. (2016). Marketing jasa di institusi pendidikan (Analisis pemasaran dalam pendidikan). FALASIFA: Jurnal Studi Keislaman, 7(1), 21–52. https://doi.org/https://doi.org/10.36835/falasifa.v7i1.2
Riel, C., & Ban, A. (2001). The added value of corporate logos - An empirical study. European Journal of Marketing, 35, 428–440. https://doi.org/10.1108/03090560110382093
Sen, S., & Bhattacharya, C. B. (2001). Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility. Journal of Marketing Research, 38(2), 225–243. https://doi.org/10.1509/jmkr.38.2.225.18838
Seo, H., Kim, J. Y., & Yang, S.-U. (2009). Global activism and new media: A study of transnational NGOs’ online public relations. Public Relations Review, 35(2), 123–126. https://doi.org/https://doi.org/10.1016/j.pubrev.2009.02.002
Sohaib, O., Kang, K., & Miliszewska, I. (2019). Uncertainty Avoidance and Consumer Cognitive Innovativeness in E-Commerce. Journal of Global Information Management, 27, 59–66. http://www.igi-global.com/authorseditors/titlesubmission/newproject.aspx
Sommerfeldt, E. J., Kent, M. L., & Taylor, M. (2012). Activist practitioner perspectives of website public relations: Why aren’t activist websites fulfilling the dialogic promise? Public Relations Review, 38(2), 303–312. https://doi.org/https://doi.org/10.1016/j.pubrev.2012.01.001
Srinivasan, S. S., Anderson, R., & Ponnavolu, K. (2002). Customer loyalty in e-commerce: an exploration of its antecedents and consequences. Journal of Retailing, 78(1), 41–50. https://doi.org/https://doi.org/10.1016/S0022-4359(01)00065-3
Tarafdar, M., & Zhang, J. (2008). Determinants of Reach and Loyalty — A Study of Website Performance and Implications for Website Design. Journal of Computer Information Systems, 48(2), 16–24. https://doi.org/10.1080/08874417.2008.11646005
Van Riel, C. B. M., & Van den Ban, A. (2001). The added value of corporate logos‐An empirical study. European Journal of Marketing.
Winter, S. J., Saunders, C., & Hart, P. (2003). Electronic window dressing: Impression management with websites. European Journal of Information Systems, 12(4), 309–322.
Ye, L., & Ki, E.-J. (2012). The Status of Online Public Relations Research: An Analysis of Published Articles in 1992–2009. Journal of Public Relations Research, 24(5), 409–434. https://doi.org/10.1080/1062726X.2012.723277