[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"detail-sidebar-cat-0-en-105":3,"doc-seo-232484-105":59,"doc-detail-232484-en":131},{"code":4,"msg":5,"data":6},0,"success",[7,13,18,23,28,33,38,43,48,51,55],{"id":8,"doc_module":4,"doc_module_name":9,"category_name":10,"show_sort_weight":11,"slug":12},1,"Document","Story & Novel",90,"story-novel",{"id":14,"doc_module":4,"doc_module_name":9,"category_name":15,"show_sort_weight":16,"slug":17},2,"Literature",80,"literature",{"id":19,"doc_module":4,"doc_module_name":9,"category_name":20,"show_sort_weight":21,"slug":22},4,"Exam",70,"exam",{"id":24,"doc_module":4,"doc_module_name":9,"category_name":25,"show_sort_weight":26,"slug":27},5,"Comic",60,"comic",{"id":29,"doc_module":4,"doc_module_name":9,"category_name":30,"show_sort_weight":31,"slug":32},6,"Technology",50,"technology",{"id":34,"doc_module":4,"doc_module_name":9,"category_name":35,"show_sort_weight":36,"slug":37},7,"Healthcare",40,"healthcare",{"id":39,"doc_module":4,"doc_module_name":9,"category_name":40,"show_sort_weight":41,"slug":42},8,"Research & Report",30,"research-report",{"id":44,"doc_module":4,"doc_module_name":9,"category_name":45,"show_sort_weight":46,"slug":47},9,"Religion & Spirituality",20,"religion-spirituality",{"id":46,"doc_module":4,"doc_module_name":9,"category_name":49,"show_sort_weight":46,"slug":50},"World Cup","world-cup",{"id":52,"doc_module":4,"doc_module_name":9,"category_name":53,"show_sort_weight":52,"slug":54},10,"Lifestyle","lifestyle",{"id":56,"doc_module":4,"doc_module_name":9,"category_name":57,"show_sort_weight":24,"slug":58},19,"General","general",{"code":4,"msg":60,"data":61},"ok",{"site_id":62,"language":63,"slug":64,"title":65,"keywords":66,"description":67,"schema_data":68,"social_meta":124,"head_meta":126,"extra_data":128,"updated_unix":130},105,"en","branding-universitas-riau-as-an-international-education-destination-for-foreign-students-integrated-niche-excellence-branding-model","Branding Universitas Riau sebagai Destinasi Pendidikan Internasional bagi Mahasiswa Asing - Integrated Niche-Excellence Branding Model","","Globalization has intensified competition in higher education, pushing universities to build strong international brands to attract students worldwide. Universitas Riau (UNRI), despite its strategic location and Malay cultural identity, lacks a structured, integrated branding strategy for international recruitment. This qualitative multi-case study (October 2025) analyzes successful recruitment practices at BINUS University, Universitas Andalas (UNAND), and ISI Padangpanjang, integrating the Malaysian Consulate perspective as external diplomatic validation. Results highlight distinct success drivers and emphasize Islamic values and scholarly opportunities, concluding UNRI should adopt an Integrated Niche-Excellence Branding Model combining heritage, scholarships, and streamlined administration.",{"@graph":69,"@context":123},[70,84,106],{"@type":71,"itemListElement":72},"BreadcrumbList",[73,77,79,82],{"item":74,"name":75,"@type":76,"position":8},"https://docshare.wps.com","Home","ListItem",{"item":78,"name":9,"@type":76,"position":14},"https://docshare.wps.com/document/",{"item":80,"name":40,"@type":76,"position":81},"https://docshare.wps.com/document/research-report/",3,{"item":83,"name":65,"@type":76,"position":19},"https://docshare.wps.com/document/branding-universitas-riau-as-an-international-education-destination-for-foreign-students-integrated-niche-excellence-branding-model/232484/",{"url":83,"name":65,"@type":85,"image":86,"author":91,"headline":65,"publisher":94,"fileFormat":97,"inLanguage":63,"description":67,"dateModified":98,"datePublished":99,"encodingFormat":97,"isAccessibleForFree":100,"interactionStatistic":101},"DigitalDocument",{"url":87,"@type":88,"width":89,"height":90},"https://docshare.wps.com/thumbnails/branding-universitas-riau-as-an-international-education-destination-for-foreign-students-integrated-niche-excellence-branding-model/232484.png","ImageObject",300,407,{"name":92,"@type":93},"Theodora","Person",{"url":74,"name":95,"@type":96},"DocShare","Organization","application/pdf","2026-11-02","2026-09-10",true,{"@type":102,"interactionType":103,"userInteractionCount":105},"InteractionCounter",{"@type":104},"ViewAction",14,{"@type":107,"mainEntity":108},"FAQPage",[109,115,119],{"name":110,"@type":111,"acceptedAnswer":112},"What issue motivates this study about Universitas Riau’s international brand?","Question",{"text":113,"@type":114},"UNRI lacks a structured and integrated branding strategy to attract international students, despite having strategic location and Malay cultural identity.","Answer",{"name":116,"@type":111,"acceptedAnswer":117},"Which institutions are used for benchmarking in the research, and why?",{"text":118,"@type":114},"BINUS University, Universitas Andalas (UNAND), and ISI Padangpanjang are analyzed to identify successful recruitment strategies with distinct characteristics relevant to UNRI.",{"name":120,"@type":111,"acceptedAnswer":121},"What role does the Malaysian Consulate play in validating the branding approach?",{"text":122,"@type":114},"The Malaysian Consulate provides an external, diplomatic-centric perspective that highlights the appeal of Islamic values and scholarly opportunities for prospective students.","https://schema.org",{"og:url":83,"og:type":125,"og:title":65,"og:site_name":95,"og:description":67},"article",{"robots":127,"canonical":83},"index,follow",{"doc_id":129,"site_id":62},232484,1789071990,{"code":4,"msg":5,"data":132},{"doc_id":129,"user_id":133,"nickname":92,"user_avatar":134,"doc_module":4,"category_id":39,"category_name":40,"doc_title":65,"doc_description":67,"doc_content":135,"file_id":136,"file_url":137,"file_type":138,"file_size":139,"view_count":105,"is_deleted":4,"is_public":8,"is_downloadable":8,"audit_status":8,"page_count":24,"language":140,"language_code":63,"site_id":62,"html_lang":63,"table_of_contents":141,"faqs":142,"seo_title":143,"seo_description":67,"update_tm":130,"read_time":144,"preview_page_count":4},687197207919,"https://ap-avatar.wpscdn.com/avatar/a000253d6f5f7c60be?x-image-process=image/resize,m_fixed,w_180,h_180&k=1779446848396160552","Branding Universitas Riau as an International Education Destination for Foreign Students  \n [https://doi.org/10.31004/jele.v11i2.2207](https://doi.org/10.31004/jele.v11i2.2207)  \n*Sukamarriko Andrikasmi, Mexsasai Indra,Yufitriana Amir, Junaidi, Fahrur Rozi abcde  \n1245Faculty of Law, Universitas Riau, Indonesia  \n3Faculty of Nursing, Universitas Riau, Indonesia  \nCorresponding Auhor: [sukamarriko@lecturer.unri.ac.id](sukamarriko@lecturer.unri.ac.id)  \n\n| A B S T R A C T |  |\n| --- | --- |\n| The globalization of higher education has intensified competition, compelling universities to develop robust international brands. Universitas Riau (UNRI), despite its strategic location and distinct Malay cultural identity, currently lacks a structured and integrated branding strategy to attract international students. This study addresses the underdevelopment of UNRI’s international brand by analyzing the successful recruitment strategies of BINUS University, Universitas Andalas (UNAND), and the Indonesian Institute of the Arts (ISI) Padangpanjang. The primary novelty of this research lies in its multi-stakeholder approach, specifically the integration of the Malaysian Consulate's perspective to provide an external, diplomatic-centric validation of regional educational appeal. Employing a qualitative multi-case design conducted in October 2025, data were gathered through in-depth interviews and document analysis across the institutions. Findings indicate diverse success drivers: BINUS emphasizes service excellence and exchange programs, UNAND adopts aggressive scholarship schemes, while ISI Padangpanjang leverages its cultural niche. Crucially, the Malaysian Consulate highlights the significant draw of Islamic values and scholarly opportunities. This study concludes that UNRI must adopt an \"Integrated Niche-Excellence Branding Model\" by synthesizing its unique Malay heritage with competitive scholarships and streamlined administration to position itself as a premier international education destination within ASEAN.\u003Cbr>Keywords: randing, Universitas Riau, International Education, Foreign Students, Marketing Strateg |  |\n| Article History:\u003Cbr>Received 18th February 2026\u003Cbr>Accepted 25th March 2026\u003Cbr>Published 26th March 2026 | |\n\nINTRODUCTION  \nGlobalization has fundamentally transformed the landscape of higher education, creating a global market for students, academics, and research programs. Universities no longer compete solely at the national level but are increasingly engaged in international competition, requiring them to adopt more strategic and globally oriented approaches.  \nIn this context, institutions worldwide, including those in Southeast Asia, are striving to attract international students to enhance campus diversity, strengthen global reputations, and generate alternative revenue streams. The growing mobility of students has intensified competition among universities, making internationalization a key priority.  \nThe Indonesian government has established ambitious targets to increase the number of international students as part of its cultural diplomacy strategy and to elevate the quality of higher education. However, a significant gap persists between this national ambition and the reality faced by regional universities outside Java.  \nUniversities in non-metropolitan regions often encounter greater visibility challenges compared to their counterparts in major urban centers. Limited exposure, weaker international networks, and less aggressive promotion strategies contribute to their difficulty in attracting international applicants.  \nThe urgency of this research lies in the strategic position of the University of Riau (UNRI). Located in the heart of the Malay world and adjacent to Malaysia and Singapore,  \nUNRI holds unique cultural and geographical advantages that could serve as strong selling points in international recruitment.  \nDespite this potential, it remains underutilized due to the absence of a focused and aggre","cbCail0A7ZNb7v4x","https://ap.wps.com/l/cbCail0A7ZNb7v4x","pdf",307609,"English","# Introduction\n## Research gaps and motivation\n# Method\n## Qualitative multi-case benchmarking","[{\"question\":\"What issue motivates this study about Universitas Riau’s international brand?\",\"answer\":\"UNRI lacks a structured and integrated branding strategy to attract international students, despite having strategic location and Malay cultural identity.\"},{\"question\":\"Which institutions are used for benchmarking in the research, and why?\",\"answer\":\"BINUS University, Universitas Andalas (UNAND), and ISI Padangpanjang are analyzed to identify successful recruitment strategies with distinct characteristics relevant to UNRI.\"},{\"question\":\"What role does the Malaysian Consulate play in validating the branding approach?\",\"answer\":\"The Malaysian Consulate provides an external, diplomatic-centric perspective that highlights the appeal of Islamic values and scholarly opportunities for prospective students.\"}]","Branding Universitas Riau sebagai Destinasi Pendidikan Internasional bagi Mahasiswa Asing - Integrated Niche-Excellence Branding Model | PDF",13]