Andriani Kusumawati, Karisma Sri Rahayu
The features of the university’s official website play an important role in enabling prospective students to obtain information relevant to the institution, which in turn reinforces its brand credibility and value co-creation behaviors among the students. More intricate and dynamic models, which emphasise customer-based brand credibility, frequently lack empirical validation within the higher education sector, especially in Asia. This study conducted an empirical analysis of model development to examine how higher education institutions’ website features can enhance students’ value co-creation behaviors through brand credibility. This study employed a survey method to gather data from 317 students, utilizing a purposive sampling technique. Using structural equation modelling, it was found that website characteristics significantly impact brand credibility and the value co-creation behaviour. Findings also indicate that website usability, informational content, and interactive elements significantly affect students’ perception of brand credibility. The relationship between website features and value co-creation behaviour are mediated through brand credibility, indicating that improving website attributes can foster students’ involvement in university branding. This research represents a first step in comprehending how students engage in value co-creation through the role of website features. This study has many practical implications for educational marketers by highlighting the importance of enhancing website features to induce student engagement, which are essential for university promotion. © 2025, Penerbit Universiti Kebangsaan Malaysia. All rights reserved.
Faculty of Administrative Science, Universitas Brawijaya, 163 MT Haryono Street, 65145, Indonesia; Faculty of Vocational Studies, Universitas Brawijaya, Veteran Street, 65145, Indonesia
