Abstrak

This study aims to explore the impact of institutional slogans on student and alumni loyalty in higher education, with a case study conducted at IDE LPKIA. The slogan under examination, "Graduates are Easily Employed and Internationally Certified," serves as the focal point for analyzing perceptions, motivations, and brand loyalty among stakeholders. Employing a qualitative research method, the study involved 20 respondents consisting of current students and alumni. Data were collected through in-depth interviews and open-ended questionnaires to capture the nuanced opinions and lived experiences of the participants. The findings reveal that while many respondents perceive the slogan as a strong motivational factor and a key reason for choosing IDE LPKIA, others regard it primarily as a marketing tool with limited influence on actual loyalty. Moreover, the slogan’s promise of employability and certification positively correlates with students’ sense of institutional pride and commitment. Practical implications of this study suggest that higher education institutions must ensure alignment between slogan messaging and real student outcomes to strengthen loyalty and institutional reputation. The study contributes to understanding how branding elements such as slogans can influence long-term stakeholder engagement in the education sector