Evaluating the Effectiveness of Interactive Multimedia in Boosting Brand Equity: A Case Study of Visual Communication Design Programs
DOI:
https://doi.org/10.51903/ijgd.v2i2.2109Keywords:
Brand Equity, Higher Education, Interactive Multimedia,, Visual Communication DesignAbstract
This study focuses on strengthening brand equity in the Visual Communication Design (VCD) study program at higher education institutions by implementing interactive multimedia. The background of the problem lies in the importance of branding innovation in addressing the increasing competition in the education sector. The purpose of this research is to evaluate the impact of interactive multimedia on four dimensions of brand equity: brand awareness, brand loyalty, perceived quality, and brand associations. The methodology employed involves a mixed quantitative and qualitative approach. Data was collected through a survey of 100 respondents using a Likert-scale-based questionnaire and in-depth interviews with relevant participants. A paired t-test was used to analyze changes in brand equity perceptions before and after implementing interactive multimedia. The results show a statistically significant increase in brand awareness by 20% (p < 0.01), brand loyalty by 25% (p < 0.01), perceived quality by 18% (p < 0.01), and brand associations by 19% (p < 0.01). These findings provide practical contributions to higher education institutions by demonstrating that interactive multimedia is not merely a communication tool but an effective strategy for building emotional engagement with audiences and enhancing institutional reputation. Furthermore, qualitative insights highlight the role of interactive multimedia in fostering deeper emotional connections and improving perceptions of quality. This research supports adopting technologies like Augmented Reality (AR) and Virtual Reality (VR) to enrich future learning experiences. Continuous implementation and innovation in interactive content are also necessary to remain relevant and competitive in the dynamic education market.
References
Arena, F., Collotta, M., Pau, G., & Termine, F. (2022). An Overview of Augmented Reality. Computers, 11(2), 28. https://doi.org/10.3390/computers11020028
Blanden, J., Doepke, M., & Stuhler, J. (2023). Educational Inequality. Handbook of the Economics of Education, 6, 405–497. https://doi.org/10.1016/bs.hesedu.2022.11.003
Bozkurt, S., Gligor, D. M., & Babin, B. J. (2021). The Role of Perceived Firm Social Media Interactivity in Facilitating Customer Engagement Behaviors. European Journal of Marketing, 55(4), 995–1022. https://doi.org/10.1108/ejm-07-2019-0613
Chankseliani, M., Qoraboyev, I., & Gimranova, D. (2021). Higher Education Contributing to Local, National, and Global Development: New Empirical and Conceptual Insights. Higher Education, 81(1), 109–127. https://doi.org/10.1007/s10734-020-00565-8
Cruz, G., Payan-Carreira, R., Dominguez, C., Silva, H., & Morais, F. (2021). What Critical Thinking Skills and Dispositions Do New Graduates Need for Professional Life? Views from Portuguese Employers in Different Fields. Higher Education Research & Development, 40(4), 1–17. https://doi.org/10.1080/07294360.2020.1785401
Ertz, M., Rouziès, D., & Sarigöllü, E. (2024). The Impact of Brand Equity on Employee Attitudes. European Management Journal, 42(1), 119–129. https://doi.org/10.1016/j.emj.2022.09.009
Farhat, K., Mokhtar, S. S. M., & Salleh, S. B. M. (2021). Role of Brand Experience and Brand Affect in Creating Brand Engagement: A Case of Higher Education Institutions (Heis). Journal of Marketing for Higher Education, 31(1), 107–135. https://doi.org/10.1080/08841241.2020.1759753
Ghorbanzadeh, D., & Sharbatiyan, M. (2024). The Role of Website Features in Creating Value Co-Creation Behaviors and Enhancing The Brand Image And Reputation of Higher Education Institutions. Interactive Technology and Smart Education, 21(1), 21–43. https://doi.org/10.1108/itse-12-2021-0225
Iskandar, M. Y., Hendra, H., Syafril, S., Putra, A. E., Nanda, D. W., & Efendi, R. (2023). Developing Interactive Multimedia for Natural Science in High School. International Journal of Multidisciplinary Research of Higher Education (IJMURHICA), 6(3), 128–135. https://doi.org/10.24036/ijmurhica.v6i3.127
Kisiołek, A., Karyy, O., & Нalkiv, L. (2021). The Utilization of Internet Marketing Communication Tools by Higher Education Institutions (on the Example of Poland and Ukraine). International Journal of Educational Management, 35(4), 754–767. https://doi.org/10.1108/ijem-07-2020-0345
Kuchai, O., Kotiash, I., Shevchuk, I., Borysonok, M., Matviienko, I., Popov, M., & Terekhov, V. (2022). Possibilities of Using Multimedia Technologies in Education. IJCSNS International Journal of Computer Science and Network Security, 22(6), 727. https://doi.org/10.22937/ijcsns.2022.22.6.91
Kuchai, O., Plakhotnik, O., Strazhnikova, I., Yehorova, I., Semchuk, S., Tymchenko, A., & Logvinova, Y. (2022). The Importance of Multimedia for Professional Training of Future Specialists. IJCSNS International Journal of Computer Science and Network Security, 22(9), 43. https://doi.org/10.22937/ijcsns.2022.22.9.7
Le, T. T. (2023). Corporate Social Responsibility and Smes’ Performance: Mediating Role of Corporate Image, Corporate Reputation and Customer Loyalty. International Journal of Emerging Markets, 18(10), 4565–4590. https://doi.org/10.1108/ijoem-07-2021-1164
Liu, Q., Liu, Q., Chen, H., & Crabbe, M. (2021). Interactive Study of Multimedia and Virtual Technology in Art Education. International Journal of Emerging Technologies in Learning (IJET), 16(1), 80–93. https://doi.org/10.31849/dinamisia.v8i2.18865
Prawira, N. G., Johari, A., Aditama, A., & Hikmatyar, P. (2021). Implementation of Project Based Learning Model to Improve the Quality of Visual Communication Design Learning Through the Collaborative Program of Design Development and Branding Tourist Destinations in Kuningan Regency of West Java Province. 3rd International Conference on Arts and Design Education (ICADE 2020), 12–20. https://doi.org/10.2991/assehr.k.210203.004
Ramadhani, I., Mujayana, M., Bisnis, A., & Tinggi Ilmu Administrasi Panglima Sudirman, S. (2022). Brand Equity and Strategies to Win Business Competition. Journal of Applied Management and Business, 3(1), 20–25. https://doi.org/10.37802/jamb.v3i1.245
Rohm, A. J., Stefl, M., & Ward, N. (2021). Future Proof and Real-World Ready: The Role of Live Project-Based Learning in Students’ Skill Development. Journal of Marketing Education, 43(2), 204–215. https://doi.org/10.1177/02734753211001409
Ruangkanjanases, A., Sivarak, O., Wibowo, A., & Chen, S. C. (2022). Creating Behavioral Engagement Among Higher Education’s Prospective Students Through Social Media Marketing Activities: The Role of Brand Equity as Mediator. Frontiers in Psychology, 13, 1004573. https://doi.org/10.3389/fpsyg.2022.1004573
Sarrico, C. S. (2022). The Expansion of Doctoral Education and the Changing Nature and Purpose of The Doctorate. Higher Education, 84(6), 1299–1315. https://doi.org/10.1007/s10734-022-00946-1
Shahbaznezhad, H., Dolan, R., & Rashidirad, M. (2022). The Role of Social Media Content Format and Platform in Users’ Engagement Behavior. Journal of Interactive Marketing, 53(1), 47–65. https://doi.org/10.1016/j.intmar.2020.05.001
Sheikh, A., & Asemani, N. (2024). The influence of brand awareness on brand equity: an investigation among dentists and their prescription behavior. International Journal of Pharmaceutical and Healthcare Marketing, 18(4), 584–602. https://doi.org/10.1108/IJPHM-03-2022-0026/FULL/XML
Supiyandi, A., Hastjarjo, S., & Slamet, Y. (2022). Influence of Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty of Shopee on Consumers’ Purchasing Decisions. CommIT (Communication and Information Technology) Journal, 16(1), 9–18. https://doi.org/10.21512/commit.v16i1.7583
Thite, M. (2022). Digital Human Resource Development: Where Are We? Where Should We Go and How Do We Go There? Human Resource Development International, 25(1), 87–103. https://doi.org/10.1080/13678868.2020.1842982
Todea, S., Davidescu, A. A., Pop, N. Al., & Stamule, T. (2022). Determinants of Student Loyalty in Higher Education: A Structural Equation Approach for the Bucharest University of Economic Studies, Romania. International Journal of Environmental Research and Public Health, 19(9), 5527. https://doi.org/10.3390/ijerph19095527
Wang, S., Liao, Y. K., Wu, W. Y., & Lê, H. B. K. (2021). The Role of Corporate Social Responsibility Perceptions in Brand Equity, Brand Credibility, Brand Reputation, and Purchase Intentions. Sustainability, 13(21), 11975. https://doi.org/10.3390/su132111975
Žalėnienė, I., & Pereira, P. (2021). Higher Education For Sustainability: A Global Perspective. Geography and Sustainability, 2(2), 99–106. https://doi.org/10.1016/j.geosus.2021.05.001
Zhou, Y., Hu, X., & Shabaz, M. (2022). Application and Innovation of Digital Media Technology in Visual Design. International Journal of System Assurance Engineering and Management, 13(1), 470–480. https://doi.org/10.1007/s13198-021-01470-8
5.png)
