ORIGINAL RESEARCH article
Front. Commun.
Sec. Advertising and Marketing Communication
Volume 10 - 2025 | doi: 10.3389/fcomm.2025.1606217
The Loyalty Journey of BBA and MBA Alumni in Indonesia: A Strategic Alumni Marketing Perspective
Provisionally accepted
- 1School of Business, IPB University, Bogor, Jakarta, Indonesia
- 2Institut IPMI, Jakarta, Jakarta, Indonesia
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Alumni loyalty reflects the long-term educational impact and plays a strategic marketing role in supporting institutional branding and sustainability. However, despite its importance, limited study explores the comprehensive alumni loyalty journey, particularly on how the educational experience translates into post-graduate loyalty, and how this differs across program levels such as Bachelor of Business Administration (BBA) and Master of Business Administration (MBA). This study investigates strategic alumni marketing perspective of Higher Education Service Quality (HEISQUAL), experience value, alumni satisfaction, and relationship quality in influencing loyalty. Employing Partial Least Square - Structural Equation Modeling (PLS-SEM) with Multi-Group Analysis (MGA), the study surveyed 201 alumni from a leading Indonesian business school. Results show that HEISQUAL significantly influences experience value and satisfaction but not to relationship quality. Experience value strongly affects both satisfaction and relationship quality, while only relationship quality directly drives alumni loyalty. Additionally, MBA alumni exhibit higher loyalty than BBA alumni. Although limited to a single business school, this study contributes to relationship marketing literature and emphasizing the importance of alumni as the brand advocates for business schools, especially through continuous communication strategies, such as recognizing loyal alumni through personalized appreciation programs and public acknowledgment initiatives.
Keywords: experience value, HEISQUAL, Indonesian Business School, Alumni satisfaction, relationship quality, Alumni loyalty
Received: 04 Apr 2025; Accepted: 06 Jun 2025.
Copyright: © 2025 Nelloh, Hartoyo, Sumarwan and Wirakartakusumah. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
* Correspondence: Liza Agustina Maureen Nelloh, School of Business, IPB University, Bogor, Jakarta, Indonesia
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