Purpose This study aims to use competency guarantee and achievement socialization to strengthen the effect of institutional image on private Islamic higher educational marketing performance. Design/methodology/approach The design of this study is a survey. A total of 202 respondents from the elements of the leaders organizing Indonesian private Islamic higher education have been taken using purposive sampling method. Primary data is taken using the questionnaire sent to the respondents through the assistance of 15 regional coordinators coordinating Indonesian private Islamic higher educations in their respective regions via Google form link and analyzed with SPSS and SEM with AMOS program. Findings Findings demonstrate that the aim of this study can be achieved. Additionally, institutional image and competency guarantee enhance marketing performance but achievement socialization does not. Meanwhile, institutional image enhances competency guarantee and achievement socialization. Originality/value This study integrates resource-based view theory and Maqasid al-Syariah theory to use competency guarantee, achievement socialization and institutional image as private Islamic higher educational halal and tayaab resources and capabilities to attract prospective students to join.
Riofita et al. (Wed,) studied this question.
Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context: