Experiential marketing and Islamic branding: a new perspective on college decision in Islamic higher education

Abstract

Purpose This study aims to determine the effect of Islamic branding, experiential marketing and word of mouth on college decisions and to find marketing strategies through strengthening Islamic branding based on experiential marketing to increase the number of students at Muhammadiyah-Aisyiyah Higher Education. Design/methodology/approach This study used a quantitative method, with data collection carried out using a survey method by giving questionnaires to respondents. The respondents' criteria are active students, at least in semester three, who have studied at Muhammadiyah-Aisyiyah Higher Education in Indonesia, using a sampling technique with accidental sampling. Data analysis used Partial Least Square - Structural Equation Modeling to determine the estimated results or model predictions. Findings The results showed a significant direct effect of experiential marketing, Islamic branding and word of mouth on college decisions. There is an indirect effect between experiential marketing and Islamic branding on college decisions through word of mouth, but the word-of-mouth variable could not mediate the relationship between experiential marketing and Islamic branding on college decisions perfectly. Research limitations/implications The limitation of the results of the study is that it uses respondents who are and have participated in learning activities on the Muhammadiyah-Aisyiyah Higher Education, where the Muhammadiyah-Aisyiyah Higher Education has added value compared to other private campuses. The added value on the Muhammadiyah-Aisyiyah Higher Education is the overall learning activity based on Kemuhammadiyahan Islam in Indonesia. Islam Kemuhammadiyahan is the identity of the Islamic branding strategy on the Muhammadiyah-Aisyiyah Higher Education, which is only owned by the Muhammadiyah-Aisyiyah Higher Education. Practical implications This study recommends marketing strategies through strengthening Islamic branding based on experiential marketing to increase the number of students at Muhammadiyah-Aisyiyah Higher Education. Originality/value The novelty of this research is the addition of experiential marketing and Islamic branding variable measurements on word of mouth and college decisions, especially prospective students to study at Islamic Higher Education in Indonesia.

Creating Lasting Customer Relationships: The Impact of Experiential Marketing on Customer Behaviour in the Tourism and Hospitality Industry The Mediating f role of brand trust

“…At its core, experiential marketing aims to create stimuli such as unique environments, atmospheres, and novel settings. By doing so, it encourages consumers to respond actively to these stimuli, exhibit engaged buying behaviors, and acquire diverse feelings such as pleasure and entertainment (Ambarwati & Sari, 2023). Experience marketing, within the tourism-related sector, caters to the experiential needs of tourists.…”

“…According to Lutfie & Marcelino (2020), experiential marketing has a very beneficial influence on customers' purchase decisions. The goal of business stakeholders is to use the five dimensions of sensations, feelings, ideas, actions, and connected experiences to pique customers' attention and create long-lasting connections (Ambarwati & Sari, 2023). Experiential marketing has emerged as a strategic tool employed by hotels and marketers to curate unforgettable experiences that resonate with consumers, evoking desired emotions (Rahmania & Wahyono, 2022).…”