The Effect of Experiential Marketing Factors on the Competitiveness of Islamic Higher Education in Indonesia

Abstract

The challenge faced by Islamic higher education in the global era at this time is to improve the quality and competitiveness of higher education so that it is sought after by the education user community. The quality and competitiveness of higher education must be promoted and marketed to the wider community so that it can be known and sought after by the education user community. The purpose of this study was to determine the effect of experiential marketing factors on the competitiveness of Islamic higher education in Indonesia. This study uses a quantitative research design with a survey technique of teaching staff. The survey was conducted on 200 educational staff of Islamic higher educations in East Java, Indonesia. Data were collected using a questionnaire and analyzed using SEM AMOS. Hypothesis test results indicate that there is no effect between factor sense and feel marketing on the competitiveness of Islamic Higher Education in Indonesia and there is a significant effect between think, act, and relate marketing factors on the competitiveness of Islamic higher education in Indonesia. The better in implementing think, act, and related marketing can improve the competitiveness of Islamic Universities. These variable conditions need to be improved in implementing experiential marketing education so that universities are increasingly in demand by stakeholders.