The perception of cultural value towards college students: A case study in higher education

The study aims to measure Bina Nusantara University students? perception towards cultural value. Dimensions of gauged cultural value consisted of five indicators, namely power distance, uncertainty avoidance, individualism vs. collectivity, masculinity vs. femininity, and long-term orientation vs. short-term orientation. The study oriented to provide input for the organization upon the perception of students? cultural value. Cultural values are the guidelines of organized community life and influence human behavior toward the environment. This study was conducted on 95 students of Bina Nusantara University. The results indicated that students embraced an auspicious understanding of cultural values. Based on the research, it uncovered that students retained a quite high understanding of cultural values on the dimensions of individualism vs. collectivism and masculinity vs. femininity.