Transformational Leadership and Relational Marketing Practices in Building Image at Muhammadiyah Higher Education Institutions in the Cirebon Region

The aim of this study is to determine and analyze the influence of transformational leadership on the dimensions of inspirational motivation, idealized influence, intellectual stimulation, individual consideration at Muhammadiyah Higher Education (PTM) in the Cirebon area and examine the mediating role of relational marketing practices between transformational leadership on the dimensions of inspirational motivation, idealized influence, intellectual stimulation, individual consideration of the Image of Muhammadiyah Higher Education (PTM) in the Cirebon area. Respondents of this study were employees at two PTMs in the Cirebon Region, namely the University of Muhammadiyah Cirebon and the Cirebon Muhammadiyah College of Health (STIKES) with a total of 120. This research is a mixed methods research, which combines two forms of approaches in research, namely qualitative and qualitative. Mixed method research is a research approach that combines qualitative research with quantitative research. Mix methods are research methods by combining two research methods at once, qualitative and quantitative in a research activity, so that more comprehensive, valid, reliable, and objective data will be obtained. The data analysis technique used is Structural Equation Modeling (SEM). The results show: transformational leadership through inspirational motivation with an index reaching 88.4, idealized influence with an index reaching 89, intellectual stimulation with an index reaching 85.3, and individual consideration with an index reaching 83.5, it is concluded that transformational leadership through these indicators can improve the practice of relational marketing and can build the image of PTM throughout the Cirebon Region. Furthermore, the practice of relational marketing mediates the effect of transformational leadership through inspirational motivation, idealized influence, intellectual stimulation, and individual consideration on the image of PTM.