Examining Visual Branding, Student Perception, and Student Preference in Indonesian Private Universities: An SOR-Based Study
Abstract
The increasing competition in higher education has encouraged universities to strengthen visual branding as a strategic communication tool. This study examines visual branding, student perception, and student preference within the Stimulus–Organism–Response (SOR) framework. In this study, student preference refers to prospective students’ attitudinal tendency to consider, prioritize, and recommend a university rather than actual enrollment behavior. Using a quantitative explanatory approach, data were collected from 230 prospective students through a structured questionnaire and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results show that visual branding significantly influences student perception and student preference. Student perception also plays a significant explanatory role in translating visual branding stimuli into preference judgments. Mediation analysis further reveals a partial mediating effect of perception between visual branding and student preference. These findings highlight the importance of consistent and meaningful visual branding in shaping institutional value and student decision-making in higher education. This study contributes to the literature by providing empirical evidence on the psychological mechanism underlying visual branding effectiveness within the SOR framework and extends the application of SOR theory in higher education, particularly in post-merger private universities in Indonesia.
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