The Business Models of Edu Brand Mergers in Private Universities: A Comparison of Indonesia and China

This study analyzes business models of brand mergers in the education sector. China and Indonesia's education policies have been compared to others, but rarely with one another. In addition, the model of Edu brand merger as a new business model in private universities is presented as a novelty of the research. The quantitative method was used in this research. Respondents in the study are students from 29 private universities. The data processing tool uses Structural Equation Modeling (SEM) using the AMOS (Analysis of Moment Structure). The study literature supported primary data and enriched the discussion about Indonesia's and China's education and policy systems. This research shows that the Perceived Edu Brand Merger positively and significantly affects the University of Students' Choice, the Brand Image of the University of Students Choice, and the Merger of the Education Brand Image. The educational system in Indonesia is changing to become more comprehensive and dynamic. Meanwhile, the Chinese educational system is renowned for its academic excellence and discipline. Therefore, business models of Edu brand mergers can be applied in both countries.