ANALYSIS ON THE IMPACT OF CORPORATE IDENTITY TOWARDS CORPORATE REPUTATION (A CASE STUDY OF PRESIDENT UNIVERSITY)

Abstract

This research aims to analyze the impact of corporate identity (communication and visual identity, behavior, corporate culture, and market condition) towards corporate reputation. Managing corporate identity may lead to a positive corporate reputation. The researcher took the case study of President University and sample of President University students batch 2011-2014. Thus, the results of this study are expected to be useful input for higher education in Indonesia especially President University. In order to find the impact of corporate identity, the researcher constructed a quantitative study and collected data through questionnaire distribution. The research method used multiple regression analysis model for hypothesis testing. The researcher used convenience sampling method with the sample size of 100 respondents consists of 47% of male and 53% female respondents. The findings showed that among all independent variables (communication and visual identity, behavior, corporate culture, and market condition), only corporate culture had no partial influence on corporate reputation. Moreover, all independent variables (communication and visual identity, behavior, corporate culture, and market condition) had simultaneous impact on corporate reputation in which market condition had the most significance impact on corporate reputation.