DOCTORAL PROMOTION SESSION I GUSTI AYU IMBAYANI, S.E., M.M. MANAGEMENT DOCTORAL STUDY PROGRAM FACULTY OF ECONOMICS AND BUSINESS UDAYANA UNIVERSITY

• Posted by: Admin
• Jumat, 9 Juni 2023
• Has been read 272 time(s)

Students of the Management Doctoral Study Program, Faculty of Economics and Business, Udayana University on behalf of I Gusti Ayu Imbayani, S.E., M.M, held a Doctoral Promotion Session and officially held a Doctoral Degree on Friday, June 9, 2023.

This Doctoral Promotion Session was led by the Chairman of the Session, Prof. Dr. Ida Bagus Anom Purbawangsa, S.E, M.M. as the Coordinator of the Management Doctoral Study Program, Faculty of Economics and Business, Udayana University.

The educational history of Promovenda I Gusti Ayu Imbayani, S.E., M.M is Graduated S1 Management Faculty of Economics, Udayana University in 2004 and Graduated S2 Master of Management Faculty of Economics, Udayana University in 2006.

The title of the dissertation raised by Promovenda I Gusti Ayu Imbayani, S.E., M.M. which was able to bring promovenda to the Doctoral Degree was "The Role of University Specific Servitization Experience and Value Congruity Mediating the Effect of Asset Specificity and Educational Value on Brand Studies on Private University Students in Bali)

This study aims to test and explain the direct effect of asset specificity, educational value, university specific servitization experience, value congruity on brand resonance and to determine the mediating role of university specific servitization exprience, and value congruity. This research was conducted with a quantitative approach. The research sample was 393 undergraduate students. The sampling technique used is proportional random sampling. The analysis technique uses SEM-PLS.

The results prove that asset specificity has a positive but insignificant direction on brand resonance. Asset specificity has a positive and significant effect on University Specific Servitization Experience and value congruity. Educational value has a positive and significant effect on brand resonance, university specific servitization experience. University Specific Servitization Experience and Value Congruity. Value Congruity has a positive and significant effect on brand resonance. University Specific Servitization Exprience and Value Congruity have a full mediation role on the effect of asset specificity on brand resonance, while University Specific Servitization Exprience and Value Congruity have a partial mediation role on the effect of Educational value on brand resonance.

This Doctoral Promotion Session was held offline / online at BH Building 3rd Floor, Room 3.4 Faculty of Economics and Business, Udayana University, Sudirman Campus, Denpasar, where the Promoter of Promovenda was Prof. Dr. I Made Wardana, S.E., M.P., and for Co-Promoter I, Prof. Dr. Dra. I Gst. Ayu Kt. Giantari, M.Si. and Co-Promoter II is Dr. I Gst. Ngr. Jaya Agung Widagda K. S.E., M.M. This doctoral promotion was also attended by four academic guests, one of whom was the Head of the Administration Law Section at Udayana University and one person was the Dean of the Faculty of Economics and Business, Mahasaraswati University, Denpasar, who was the leader of the promovenda work, and 2 people were alumni of the Management Doctoral Study Program, Faculty of Economics and Business, Udayana University. Promovenda successfully passed the Doctoral Promotion Session by achieving the title Cumlaude with a study period of 2 years and 9 months.