Proceedings of the International Conference on Economics, Business, Social, and Humanities 2025 (ICEBSH 2025)

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Impression Management in Building the Brand of Private Universities (Study of the Role of Public Relations in University Management)

Authors
Yugih Setyanto1, *, Susanne Dida2, Evi Novianti2
1Faculty of Communication, Universitas Tarumanagara, Jakarta, Indonesia
2Faculty of Communication, Universitas Padjadjaran, Bandung, Indonesia
*Corresponding author. Email: yugihs@fikom.untar.ac.id
Corresponding Author
Yugih Setyanto
Available Online 29 December 2025.
DOI
10.2991/978-2-38476-495-2_12How to use a DOI?
Keywords
Impression Management; University Brand; Public Relations
Abstract

This research aims to analyze the role of impression management implemented by Public Relations (PR) in building the brand of private universities in Indonesia. In the context of global higher education competition, private universities need to build a strong brand identity to attract prospective students and enhance institutional reputation. This study uses a qualitative approach with a case study method on several leading private universities in Indonesia. Data collection was conducted through in-depth interviews with PR practitioners, media content analysis, and observation. The research results show that the implementation of impression management through promise and verification strategies plays a significant role in building a positive perception of the university. The research findings indicate that the consistency between the promoted “brand promise” and the “real evidence” perceived by stakeholders is a determining factor in the success of the university brand. The theoretical and practical implications of this study contribute to the development of PR strategies in the context of higher education and enrich the literature on impression management from the perspective of organizational communication.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Economics, Business, Social, and Humanities 2025 (ICEBSH 2025)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
29 December 2025
ISBN
978-2-38476-495-2
ISSN
2352-5398
DOI
10.2991/978-2-38476-495-2_12How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Yugih Setyanto
AU  - Susanne Dida
AU  - Evi Novianti
PY  - 2025
DA  - 2025/12/29
TI  - Impression Management in Building the Brand of Private Universities (Study of the Role of Public Relations in University Management)
BT  - Proceedings of the International Conference on Economics, Business, Social, and Humanities 2025 (ICEBSH 2025)
PB  - Atlantis Press
SP  - 124
EP  - 131
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-495-2_12
DO  - 10.2991/978-2-38476-495-2_12
ID  - Setyanto2025
ER  -