Comparative Analysis of Promotion Media and Brand Identity on University Interest: A Cross-National Study Among Indonesian and Taiwanese Students

The globalization of higher education has intensified competition among universities across Southeast and East Asia. This study aims to comparatively analyze the influence of Promotion Media and Brand Identity on University Interest, with Motivation serving as a mediating variable among prospective students in Indonesia and Taiwan. Adopting a quantitative approach with a cross-national comparative research design, data were gathered through a structured questionnaire administered to 400 respondents (200 Indonesian students and 200 Taiwanese students). Data analysis was performed using Partial Least Squares Structural Equation Modeling (PLS-SEM) and Multi-Group Analysis (PLS-MGA) via SmartPLS 4. The empirical findings reveal that Promotion Media and Brand Identity exert positive and significant effects on both Motivation and University Interest across the overall sample. Motivation is confirmed as a significant partial mediator. Furthermore, MGA testing indicates significant structural differences between the two countries: Promotion Media has a stronger impact on shaping Motivation and University Interest among Indonesian students, whereas Brand Identity and Academic/Career Motivation play a more dominant role among Taiwanese students. The practical implications offer strategic guidance for higher education managers in designing international marketing strategies tailored to cultural and contextual dimensions.