The Effect of Servqual, Social Media Marketing, and Facilities on Interest in Admission at Private Islamic University of Jember through Brand Religiosity Image as an Intervening Variable
Abstract
The main objective of this study is to analyze the influence of service quality, social media marketing, and facilities on students' interest in registering with brand religiosity as an intervening variable. This study adopted a quantitative approach with a numerical method using the Partial Least Square (PLS) technique with WarpPLS 8.0 software. The population used in this study were active students of private universities in Jember Regency, with a total sample of 250 respondents, selected using non-probability sampling. Information was collected through a Likert scale survey and examined through validity and reliability checks, as well as structural model testing. The results showed that Servqual, Social Media Marketing, and Facilities influenced Interest in Registering and Brand Religiosity. Brand Religiosity has a positive and significant influence on Interest in Registering. However, Servqual, media marketing, and facilities have a positive and significant indirect effect on the Interest in registering through Brand Religiosity.
Downloads
References
Abror, A., Patrisia, D., Engriani, Y., Wardi, Y., Hamid, RS, Najib, M., Anuar, MM, Battour, M., & Ratnasari, RT (2023). Antecedents of Muslim tourist loyalty: The role of Islamic religiosity and tourist value co-creation. Cogent Business and Management , 10 (2). https://doi.org/10.1080/23311975.2023.2247871
Ahyar, N. (2024). The Influence of Perceived Brand Image and Promotion Costs on the Decision to Enroll in LP3I Polytechnic. Journal of Business Economics and Management , 2 (2), 279–288.
Alfani, MH, Saputra, HE, Milani, & Bella, SO (2024). The Influence of Religiosity on Customer Loyalty Through Bank Image as an Intervening Variable in Islamic Banks in Pekanbaru City. Tabarru' Journal: Islamic Banking and Finance , 7 (1), 287–298.
Ardinata, RP, Susanti, R., & Rahmat, KH (2023). Social Media and Its Influence on Tourist Interest in Visiting the Chinangkiak Dreampark Solok Tourism Area, West Sumatra. ALTASIA Journal , 5 (1), 1–9.
Bura, T., Dala, MEFD, Irmin, MN, Fizal, A., & Bora, YFD (2025). The Influence of School Facilities on Students' Interest in Learning at Muhammadiyah Senior High School Maumere. Journal of Education and Social Sciences , 3 (1), 418–422.
Farhan, AM, Rahayu, A., & Dewi, P. (2023). The Effect of Social Media Advertising on Purchase Intention (Study on Students of SD/MI equivalent in the City of Bandung/Cimahi). Dynasty International Journal of Education Management & Social Science , 4 (3).
Febriyanti, H., Yuniar, DC, Pesilette, MS, & Azzahra, VN (2024). The Influence of Learning Facilities on the Motivation and Learning Interest of Airport Management Cadets. Journal of Counseling and Education , 12 (4), 363–373.
Fitri, DA (2025). The Influence of Experiential Marketing and Islamic Branding on . 03 (03), 14–29.
Fitrianti, D., & Sonani, N. (2022). The Effect of Service Quality on Customer Satisfaction in the Tourism Industry in West Java. Arus Jurnal Sosial Dan Humaniora , 1 (3), 140–147. https://doi.org/10.57250/ajsh.v1i3.43
Frameiliada, D., Setiawan, S., Azizah, T., & Margarida, K. (2023). Learning Facilities in Supporting the Learning Process and Learning Motivation. Scientechno: Journal of Science and Technology , 2 (2), 118–124. https://doi.org/10.55849/scientechno.v2i2.162
Gallifa, J., & Batallé, P. (2010). Student perceptions of service quality in a multi-campus higher education system in Spain. Quality Assurance in Education , 18 (2), 156–170. https://doi.org/10.1108/09684881011035367
Herlina Febiyanti, Dwi Candra Yuniar, Mohammad Syukri Pesilette, VNA (2024). The Influence of Learning Facilities on Learning Motivation and Learning Interest of Airport Management Cadets. Journal of Counseling and Education , 12 (1).
Hodøl, H. O. (2021). What a Friend We Have on Facebook: Norwegian Christian Churches' Use of Social Media. Journal of Media and Religion , 20 (3), 123–142. https://doi.org/10.1080/15348423.2021.1954829
Idris, M., Maupa, H., Muis, M., & Pono, M. (2020). The Mediation of Brand Religiosity Image between Customer Satisfaction and Loyalty at Islamic Bank in Makassar, South Sulawesi, Indonesia. International Journal of Multicultural and Multireligious Understanding , 7 (2), 445–455.
Irwanto, Hariatiningsih, LR, Hidayah, NI El, & Ningtyas, DA (2024). Construction of Ramadan Culinary Vendor Messages on Instagram Social Media. COMMUNICATION , 15 (1), 01–14.
Jeaheng, Y., Al-Ansi, A., & Han, H. (2020). Impacts of Halal-friendly services, facilities, and food and Beverages on Muslim travelers' perceptions of service quality attributes, perceived price, satisfaction, trust, and loyalty. Journal of Hospitality Marketing and Management , 29 (7), 787–811. https://doi.org/10.1080/19368623.2020.1715317
Kango, U., Kartiko, A., Zamawi, B., Pesantren, I., & Chalim, KA (2021). the Effect of Service Quality, Facilities and Promotion on the Interest of New Students. Nidhomul Haq: Journal of Islamic Education Management , 6 (2), 323–330.
Khurshid, F., & Arshad, M. (2012). Students satisfaction with campus facilities. Social Science , 52 , 11412–11416.
Koesharijadi, K. (2020). Analysis of Service Quality and Motivation Influencing Consumer Decisions to Save at BNI Bank. Syntax Literate; Indonesian Scientific Journal , 5 (4), 72. https://doi.org/10.36418/syntax-literate.v5i4.1069
Kotler, P. (2021). Marketing Management (Prehallindo (ed.); Millennium).
Marhamah, S., Yolanda, A., Sari, RA, & Nurismilda, N. (2021). The Influence of Learning Facilities on Student Learning Achievement in Higher Education. Edu Cendikia: Scientific Journal of Education , 1 (2), 40–45. https://doi.org/10.47709/educendikia.v1i2.1023
Norazlan, N., Yusuf, S., & Al-Majdhoub, FMH (2020). The Influence Of Islamic Branding And Lifestyle On Interest In Saving With Social Media Marketing As An Intervening Variable In Digital Banks In Jambi City. The Asian Journal of Professional and Business Studies , 1 , 1–6.
Rahmawaty, A., & Fitri, Z. (2021). The Influence of Religiosity, Lifestyle, and Social Media Marketing on Purchase Interest of Muslim Fashion Products at the Icha Collection Boutique, Kalinyamatan, Jepara. Bulletin of Management and Business , 2 (2), 137–150.
Sada, HJ, Diantari, CK, Diana, N., & Tuala, RP (2024). The Perception of Islamic Schools and Its Influence on Students' Interest in Continuing Education at State Islamic Senior High Schools. JOURNAL OF PEDAGOGY AND CREATIVE TEACHER , 1 (2), 68–78. https://doi.org/10.70211/sakaguru.v1i2.145.To
Sada Heru Juabdin, Citra Kartika Diantari, Nirva Diana, & Ryuzen Praja Tuala. (2024). The Perception of Islamic Schools and Its Influence on Students' Interest in Continuing Education at State Islamic Senior High Schools. SAKAGURU: Journal of Pedagogy and Creative Teacher , 1 (2), 68–78. https://doi.org/10.70211/sakaguru.v1i2.145
Copyright (c) 2026 Soraya Firdausi Nuzzila, Budi Santoso, Nursaid Nursaid
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
