RELATIONSHIP OF DIGITAL LEADERSHIP WITH PROFESSIONAL IDENTITY AND BRANDING OF PUBLIC UNIVERSITY EDUCATION PROGRAMS IN MALAYSIA

Abstract

Abstract: 21st Century Education is associated with the application of digital technology which has had a major impact in the education sector as the main medium of teaching and learning. Therefore, this study was conducted to identify the relationship between digital leadership and professional identity and branding of public university education programs in Malaysia. The population of this study is a total of 13,804 students who are currently following education programs at four Malaysian public universities, namely Universiti Utara Malaysia (UUM), Universiti Putra Malaysia (UPM), Universiti Tun Hussein Onn Malaysia (UTHM) and Universiti Malaysia Sabah (UMS). A cross-sectional survey method and a quantitative approach were used in this study where a total of 476 respondents were obtained as a study sample by simple random sampling. Data were analyzed using IBM-SPSS software version 26. The findings of the study show that there is a moderately strong and significant positive relationship between digital leadership and identity professionals, but there is a strong and significant positive relationship between digital leadership and branding and there is a strong and significant positive relationship between identity professionals and branding. In this case, all three hypotheses are rejected. Therefore, this finding is in line with the theories that have been found by previous researchers. The results of this study can provide an initial overview to stakeholders in the national education system to make improvements and strengthen high-performing leadership in universities as well as enact quality curricula so that students who are born with high competence can mobilize universities to continue to compete at the global level in today's VUCA environment.