LEGAL PROTECTION OF BRANDS, INSTITUTIONAL IMAGE, AND STUDENT LOYALTY STRATEGY: INTEGRATION OF INTELLECTUAL PROPERTY LAW AND MARKETING MANAGEMENT PERSPECTIVES AT TJUT NYAK DHIEN UNIVERSITY
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2026-07-30Downloads
Abstract
Higher education institutions increasingly operate in a competitive environment where institutional sustainability depends not only on educational quality but also on legal certainty regarding institutional identity and effective marketing strategies. This study aims to analyze the relationships among legal protection of institutional brands, service quality, promotion, institutional image, and student loyalty by integrating the perspectives of Intellectual Property Law and Marketing Management at Tjut Nyak Dhien University. A quantitative explanatory research design was employed using a cross-sectional survey of undergraduate students. Data were collected through structured questionnaires and analyzed using Structural Equation Modeling–Partial Least Squares. The findings indicate that legal protection of institutional brands, service quality, and promotion have positive and significant effects on institutional image. Furthermore, these variables also significantly influence student loyalty, with institutional image emerging as the strongest predictor of long-term student loyalty. The mediation analysis confirms that institutional image significantly mediates the relationships between legal protection, service quality, promotion, and student loyalty. The study demonstrates that institutional trademarks should be regarded not only as legal assets protected under intellectual property law but also as strategic marketing resources capable of strengthening organizational reputation and sustaining student loyalty. The integration of legal governance and marketing management provides a comprehensive framework for enhancing institutional competitiveness in higher education. The findings contribute to interdisciplinary scholarship by extending student loyalty research beyond traditional marketing variables and emphasizing the strategic importance of legal protection of institutional brands. Practically, universities are encouraged to strengthen trademark protection, improve service quality, implement effective promotional strategies, and reinforce institutional image to achieve sustainable student loyalty.
Keywords:
Intellectual Property Law Institutional Brand Protection Institutional Image Service Quality Student Loyalty Marketing ManagementReferences
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Copyright (c) 2026 Andrio Bukit, D K Dewi, Mospa Darma, Faisal Sadat S. Harahap, Ayunda Fatmasari, Daniel Ebenezer Silaban
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