Article Sidebar

Download
Full text PDF
Statistic
Read Counter : 962 Download : 507

Downloads

Download data is not yet available.

Main Article Content

Abstract

Purpose – This research is conducted to strengthen social media capabilities to improve Private Islamic Higher Education marketing performance as well as the number of prospective students.
Methodology – The design of this study is a survey. The data processed with SPSS and Amos program are collected from the elements of leaders of Indonesian private Islamic higher education. Multi-stage sampling and simple random methods are applied.
Findings – Digital public relations and digital network empowerment, respectively has a very significant role to strengthen social media capabilities to improve Private Islamic Higher Education marketing performance and as well as the number of prospective students.
Implications – The findings of this research encourage Private Islamic Higher Education to apply both digital public relations and digital network empowerment on social media.
Originality – This research develops digital public relations and digital network empowerment as intervening variables, considering that both digital constructs have the capabilities to realize the marketing-related activities through a collaborative relationship approach required by social media to attract prospective students to join Private Islamic Higher Education.

Keywords

Social media, public relations, networks, marketing performance, higher education

Article Details

License

Copyright (c) 2022 Hendra Riofita, Waldana Dimasadra

Creative Commons License

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:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution ShareAlike License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
  2. 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 acknowledgement of its initial publication in this journal.
  3. 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 (See The Effect of Open Access).

How to Cite
Riofita, H., & Dimasadra, W. (2022). Strengthening social media capabilities to improve private Islamic higher education marketing performance. Asian Journal of Islamic Management (AJIM), 4(2), 110–125. https://doi.org/10.20885/AJIM.vol4.iss2.art3
Download Citation
Endnote/Zotero/Mendeley (RIS)
BibTeX

References

  1. Adiarsi, G. R., Stellarosa, Y., & Silaban, M. W. (2015). Literasi media internet di kalangan mahasiswa. Humaniora, 6(4), 470–482. https://doi.org/10.21512/humaniora.v6i4.3376
  2. Albors, J., Ramos, J. C., & Hervas, J. L. (2008). New learning network paradigms: Communities of objectives, crowdsourcing, wikis, and open source. International Journal of Information Management, 28, 194–202. https://doi.org/10.1016/j.ijinfomgt.2007.09.006
  3. Alfian, F. Y. (2018). Dampak ujian berulang masuk PTN persempit peluang PTS terima calon mahasiswa. Lampost. https://www.lampost.co/berita-dampak-ujian-berulang-masuk-ptn-persempit-peluang-pts-terima-calon-mahasiswa.html
  4. Alalwan, A., A., Rana, N., P., Dwivedi., Y., K., & Alhgarabat, R. (2017). Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics, 34, 1177-1190. https://doi.org/10.1016/j.tele.2017.05.008
  5. Asosiasi Penyelenggara Jasa Internet Indonesia (2022). Profil pengguna internet 2022. Kata Data. https://databoks.katadata.co.id/datapublish/2022/06/10/penetrasi-internet-di-kalangan-remaja-tertinggi-di-indonesia
  6. Auliarahman, L., & Sumadi (2020). The effect of social media marketing and religiosity on perceived value and student’s decision in choosing a non-religious program at Islamic higher education. Asian Journal of Islamic Management, 2(2), 82-95. https://doi.org/ 10.1108/AJIM.vol2.iss2.art2
  7. Bagwell, T. (2016). Impact of public relations expenditure on corporate performance of commercial banks in Nigeria. International Journal of Innovative Research & Development, 5(10), 66–73. http://internationaljournalcorner.com/index.php/ijird_ojs/article/view/136547/95670
  8. Bambo, M., Mather, D. R., Stewart, D., & Wallace, M. G. (2008). The effects of the social structure of digital networks on viral marketing performance. Information Systems Research, 19(3), 273–290. https://doi.org/10.1287/isre.1070.0152
  9. Best, R. J. (2008). Market-based management: Strategies for growing customer value and profitability (5th Ed.). New Jersey: Pearson College Division.
  10. Boyd, D. (2007). Why youth (heart) social network sites: The role of networked publics in teenage social Life. Cambridge: MIT Press.
  11. Brown, H., & Jane Oplatka, I. (2006). Universities in a competitive global marketplace: A systematic review of the literature on higher education marketing. International Journal of Public Sector Management, 19(4), 316–338. https://doi.org/10.1108/09513550610669176
  12. Chanthinok, K., Ussahawanitchakit, P., & Jhundra-Indra, P. (2015). Social media marketing strategy and marketing performance: Evidence from e-commerce firms in Thailand. AU-GSB E-Journal, 8(1), 32–50. http://www.assumptionjournal.au.edu/index.php/AU-GSB/article/view/1454
  13. Chatterji, N., Rameshwar, R., & Kiran, R. (2020). Is university performance embedded in university-industry collaboration, marketization, and information disclosure? Evidence from India. Journal of Marketing for Higher Education, 32(1), 89–112. https://doi.org/10.1080/08841241.2020.1834485
  14. Constantinides, E. (2006). The marketing mix revisited: Towards the 21st-century marketing. Journal of Marketing Management, 3/4, 407–438. https://doi.org/ 10.1362/026725706776861190
  15. Constantinides, Efthymios. (2014). Foundations of social media marketing. Procedia - Social and Behavioral Sciences, 148, 40–57. https://doi.org/ 10.1016/j.sbspro.2014.07.016
  16. Constantinides, Efthymios, & Fountain, S. J. (2008). Web 2.0: Conceptual foundations and marketing issues. Journal of Direct, Data and Digital Marketing Practice, 9(3), 231–244. https://doi.org/10.1057/palgrave.dddmp.4350098
  17. Constantinides, Efthymios, & Stagno, M. C. Z. (2011). Potential of the social media as instruments of higher education marketing: A segmentation study. Journal of Marketing for Higher Education, 21(1), 7–24. https://doi.org/10.1080/08841241.2011.573593
  18. Dabbagh, N., & Kitsantas, A. (2012). Personal learning environments, social media, and self-regulated learning: A natural formula for connecting formal and informal learning. Internet and Higher Education, 15(1), 3–8. https://doi.org/10.1016/j.iheduc.2011.06.002
  19. Dashboard EMIS PTKI (2022). https://emispendis.kemenag.go.id/ptkidashboard/
  20. De Boer, M., & Bosch, F. A. J., Van D., & Volberda, H. W. (1999). Managing organizational knowledge integration in the emerging multimedia complex. Journal of Management Studies, 36(3), 379–398. https://doi.org/ 10.1111/1467-6486.00141
  21. Dlouha, J., Handerson, L., Kapitulcinova, D., & Mader, C. (2017). Sustainability-oriented higher education networks: Characteristics and achievements in the context of the UN DESD. Journal of Cleaner Production, 172, 4263-4276. https://doi.org/ 10.1016/j.jclepro.2017.07.239
  22. Gibbs, P. (2002). From the invisible hand to the invisible handshake: Marketing higher education. Research in Post-Compulsory Education, 7(3), 325–338. https://doi.org/10.1080/13596740200200134
  23. Graham, F. J., Haidt, J., Koleva, S., Motyl, M., Iyer, R., Wojcik, S. P., Ditto, P. H., Theory, M. F., Graham, J., Haidt, J., Koleva, S., & Motyl, M. (2013). Advances in Experimental Social Psychology, Burlington: Academic Press.
  24. Hair, J. F., Hult, G. T. M., & Ringle, C. M. (2017). A Primer on Partial Least Squares Structural Equation Modeling ( PLS-SEM ) (2nd Ed.). Los Angeles: SAGE.
  25. Hassani, H. Y. (2017). The impact of public relations practices on the performance of public universities in Ethiopia. African Research Review, 11(1), 136–155. https://www.academia.edu/46684079/The_Impact_of_Public_Relations_Practices_on_the_Performance_of_Public_Universities_in_Ethiopia
  26. Hatch, M. J., & Schultz, M. (2003). Bringing the corporation into corporate branding. European Journal of Marketing 37(7/8), 1041-1064. https://doi.org/10.1108/03090560310477654
  27. Heerden, G. V, & Rensburg, R. (2005). Public relations roles empirically verified among public relations practitioners in Africa. Communicare, 24(1), 69–88. https://doi.org/10.36615/jcsa.v24i1.1752
  28. Huang, Y. C., & Hagan, L. M. (2011). The role of market-oriented relations in public relations: The differing perspectives of managers and practitioners in the U.S. and Taiwan. Public Relations Review, 37, 297–304. https://doi.org/10.1016/j.pubrev.2011.03.006
  29. Kim, W., Jeong, O. R., & Lee, S. W. (2010). On social websites. Information Systems, 35, 215–236. https://doi.org/10.1016/j.is.2009.08.003
  30. Kline, R. B. (1998). Software Review: Software programs for structural equation modeling: Amos, EQS, and LISREL. Journal of Psychoeducational Assessment, 16(4), 343–364. https://doi.org/ 10.1177/073428299801600407
  31. Krishnan, C. K. P. & M. S. (2008). The new age of innovation. driving co-created value through global networks. New York: McGraw Hill.
  32. Levens, M. (2012). Marketing : Defined, explained, applied (2nd Ed.). Upper Saddle River: Pearson Education.
  33. Li, L. X. (2000). An analysis of sources of competitiveness and performance of Chinese manufacturers. International Journal of Operations and Production Management, 20(3), 299–315. https://doi.org/10.1108/01443570010294307
  34. Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357–365. https://doi.org/10.1016/j.bushor.2009.03.002
  35. Morgan, N. A., Clark, B. H., & Gooner, R. (2002). Marketing productivity, marketing audits, and systems for marketing performance assessment: Integrating multiple perspectives. Journal of Business Research, 55(5), 363–375. https://doi.org/10.1016/S0148-2963(00)00162-4
  36. Muijs, D., West, M., & Ainscow, M. (2010). Why network? Theoretical perspectives on networking. School Effectiveness and School Improvement, 21(1), 5–26. https://doi.org/10.1080/09243450903569692
  37. Neumann, N., E. (1974). The spiral of silence: A theory of public opinion, Journal of Communication, 24(2), 43-5. https://onlinelibrary.wiley.com/doi/abs/10.1111/j.1460-2466.1974.tb00367.x
  38. Nguyen, H. C., Ta, T. T. H., & Nguyen, T. T. H. (2017). Achievements and lessons learned from Vietnam’s higher education quality assurance system after a decade of its establishment. International Journal of Higher Education, 6(2), 153–161. https://doi.org/10.5430/ijhe.v6n2p153
  39. O’Brien, K. (2009). Companies should consider value before jumping into social media. PR Week, 9, March 23.
  40. Parise, S., & Guinan, P. J. (2008). Marketing using web 2.0. The 41st Hawaii international conference on system sciences, January, 1–7. https://doi.org/10.1109/hicss.2008.242
  41. Qureshi, I. H., & Zahoor, S. Z. (2017). Social media marketing and brand equity: A literature review. Journal of Marketing Management, 16(1), 47–64. https://www.researchgate.net/publication/331132272_Social_media_marketing_and_brand_equity_A_Literature_review
  42. Razmerita, L., Kirchner, K., & Nielsen, P. (2016). What factors influence knowledge sharing in organizations? A social dilemma perspective of social media communication. Journal of Knowledge Management, 20(6), 1225–1246. https://doi.org/ 10.1108/jkm-03-2016-0112
  43. Rhea, J.-Y., Widdows, R., Hooker, N., & Montalto, C. (2002). E-consumerism as a tool for empowerment. The Journal of Consumer Education, 19/20, 61–69. http://www.cefe.illinois.edu/jce/archives/2001_2002_vol_19_20/Rha%20et%20at%2020012002.pdf
  44. Riofita, H., & Iqbal, M., A. (2022), Enhancing Islamic higher education image as the halal industry dribing Indonesian halal industries. Journal of Digital Marketing and Halal Industry, 4(1), 77 - 90.https://doi.org/10.21580/jdmhi.2022.4.1.12439
  45. Saravanakumar, & Laksmi, S. (2012). Social media marketing. Life Science Journal, 9(4), 4444–4451. https://www.lifesciencesite.com/lsj/life0904/670_13061life0904_4444_4451.pdf
  46. Schroth, H. (2019). Are you ready for gen z in the workplace? California Management Review, 6(3), 5–18. https://doi.org/10.1177/0008125619841006
  47. Schulz A and Rossler P (2012). The spiral of silence and the internet: selection of online content and the perception of the public opinion climate in computer-mediated communication environments. International Journal of Public Opinion Research, 24(3): 346–367. htpps://doi.org/10.1093/ijpor/eds022
  48. Schütz, S. (2011). Value Co-Creation in Seller-Reseller Relationships: The Participatory Approach to Business Relations. VDM Verlag Dr. Müller.
  49. Scott, D. M. (2008). The new rules of viral marketing: How Word-of-Mouse Spreads Your Ideas for Free. Creative Commons License, Attribution 3.0.
  50. Setiawan, A. I., & Ferdinand, A. T. (2021). Synergized network asset: A driver for Indonesia’s furniture industries to elevate marketing performance. International Journal of Business and Society, 22(2), 765–787. https://doi.org/10.33736/ijbs.3758.2021
  51. Shabir, G., Safdar, G., Hassan T., & Hussain, J., S. (2019). Social media defy spiral of silence theory and provides baseline for new spiral of social media theory: Ground perspective. Pakistan Journal of Social Science, 39(4), 1549-1558. https://www.researchgate.net/publication/348805342_Social_Media_Defy_Spiral_of_Silence_Theory_and_Provides_Baseline_for_new_Spiral_of_Social_Media_Theory_Ground_Perspective
  52. Sidin, S. M., Hussin, S. R., & Soon, T. H. (2003). An exploratory study of factors influencing the college choice decision of undergraduate students in Malaysia. Asia Pacific Management Review, 8(3), 259–280. https://kmc.unirazak.edu.my/an-exploratory-study-of-factors-influencing-the-college-choice-decision-of-undergraduate-students-in-malaysia/
  53. Stephen, A. T., & Galak, J. (2009). The Complementary Roles of Traditional and Social Media in Driving Marketing Performance. Fontainableau: INSEAD
  54. Syam, H. M., & Nurrahmi, F. (2020). “I don’t know if it is fake or real news” How little Indonesian university understand social media literacy. Jurnal Komunikasi, 36(2), 92–105. https://doi.org/10.17576/JKMJC-2020-3602-06
  55. Villena-Manzanares, F., & Souto-Pérez, J. E. (2016). Sustainability, innovative orientation and export performance of manufacturing SMEs: An empirical analysis of the mediating role of corporate image. Journal of Industrial Engineering and Management, 9(1), 35–58. https://doi.org/10.3926/jiem.1532
  56. Wang, Z., & Kim, H. G. (2017). Can social media marketing improve customer relationship capabilities and firm performance? Dynamic capability perspective. Journal of Interactive Marketing, 39, 15–26. https://doi.org/10.1016/j. intmar.2017.02.004
  57. Weber, L. (2007). Marketing to the social web how digital customer communities build your business (1st Ed.). Hoboken: Wiley.
  58. Weiss, M. (2008). Results-based interaction design. Educause Quarterly, 31(4), 42–49. https://er.educause.edu/articles/2008/11/resultsbased-interaction-design
  59. Wright, D. K., & Hinson, M. D. (2009). An updated look at the impact of social media on public relations practice. Public Relations Journal, 3(2), 1–27. https://prjournal.instituteforpr.org/wp-content/uploads/An-Updated-Look.pdf
  60. Zerback, T., & Fawzi, N. (2017). Can online exemplars trigger a spiral of silence? Examining the effects of exemplar opinions on perceptions of public opinion and speaking out. New Media and Society, 19(7), 1034-1051. https://doi.org/10.1177/1461444815625942