BUILDING EMPOWERED STUDENTS: THE ROLE OF PRIDE, SELF-ACTUALIZATION, AND TRANSCENDENCE IN ENHANCING INSTITUTIONAL LOYALTY
This study investigates the impact of pride and social narcissism on students' self-actualization and self-transcendence within the framework of customer citizenship behavior. A quantitative methodology was employed, surveying 391 students from three universities associated with LPTNU in East Java, Indonesia. The data were analysed using SEM Amos. The results revealed that pride significantly and positively influenced self-actualization, self-transcendence, and customer citizenship behavior, whereas social narcissism was found to affect only self-actualization. The findings of this research align with the Theory of Reasoned Action (TRA) and the Theory of Planned Behavior (TPB, as positive attitude, social norms, and perceived self-control were important factors in shaping the students' behaviours. For managerial implications, this might involve a student development program based on institutional identity, achievement awards, and social activities to strengthen the loyalty toward the institution. This research offers an important contribution to higher education marketing strategies that are supportive of individual development but at the same time strengthen institutional image.
Actualization, Citizenship, Narcissism, Pride, Transcendence.