ABSTRACT
The rising quantity of private universities in Indonesia creates heightened competition in delivering the added values most wanted by, especially their potential students. Although most universities strive to create a point of distinction, the marketing department often communicates this advantage in a corporate-centric manner, neglecting the perspective of the recipients (i.e., the potential students). This study aims at finding out what students want in terms of added values and brand attributes. A series of in-depth interviews with university students was conducted. The findings revealed five major student perceived values: functional, social, epistemic, emotional, conditional, and three emerging values: monetary, symbolic, and pre-university experiential values.
