Consumer Behaviour Analysis: Social Media Marketing Effects on Islamic Education Selection


Authors

(1) * Moh. Holidi   (Universitas Nurul Jadid, Indonesia)  
        Indonesia
(2)  Yusril Ihza Saputra   (Universitas Nurul Jadid, Indonesia)  
        Indonesia
(3)  Muthi'ah Rahman   (Universitas Nurul Jadid, Indonesia)  
        Indonesia
(4)  Unzilah Khumairotusshiyamah   (Universitas Nurul Jadid, Indonesia)  
        Indonesia
(5)  Rifka Jannatul Firdausiyah   (Universitas Nurul Jadid, Indonesia)  
        Indonesia
(6)  Siti Nur Aviatun Hasanah   (Universitas Nurul Jadid, Indonesia)  
        Indonesia
(*) Corresponding Author

Abstract


Social media marketing has become an increasingly important strategy for influencing consumer behaviour in educational decision-making. This study aims to examine the effect of social media marketing on consumer behaviour in selecting Islamic educational institutions. A quantitative cross-sectional survey was conducted involving 271 prospective students and parents selected through purposive sampling. Data were collected using a structured five-point Likert questionnaire and analyzed through descriptive statistics, validity and reliability testing, correlation analysis, and multiple regression analysis. The findings reveal a strong positive relationship between social media marketing and consumer behaviour (r = 0.724, p < 0.001). Regression analysis further demonstrates a significant positive effect (β = 0.713, t = 16.88, p < 0.001), with social media marketing explaining 50.8% of the variance in consumer behaviour (R² = 0.508). Credibility emerged as the highest-rated dimension (Mean = 4.42). This study contributes by extending consumer behaviour theory to Islamic educational marketing and recommends strengthening credible and informative social media strategies to improve institutional competitiveness.



Full Text: PDF



References


Agyare, P. (2025). Scientific Expertise in Democratic Contexts: Towards Reflexive and Inclusive Governance. Social Sciences and Education Research Review, 12(2), 32–45. https://doi.org/10.5281/zenodo.17870649

Audrezet, A., & Koles, B. (2023). Virtual Influencer as a Brand Avatar in Interactive Marketing. In The Palgrave Handbook of Interactive Marketing (pp. 353–376). https://doi.org/10.1007/978-3-031-14961-0_16

Belascu, L., & Dumitrescu, G. (2023). Fintech Adoption Factors: A Study on an Educated Romanian Population. Societies, 13(12). https://doi.org/10.3390/soc13120262

Chen, J., Xin, J., & Ni, W. (2025). Evolution and Mitigation Strategies of Online Public Opinion: An Analysis Using an Improved Replicator Dynamic Three-Party Game Model. PLOS ONE, 20(7 July). https://doi.org/10.1371/journal.pone.0325744

Cheung, M. F. Y., & To, W. M. (2021). Effect of Customer Involvement on Co-Creation of Services: A Moderated Mediation Model. Journal of Retailing and Consumer Services, 63. https://doi.org/10.1016/j.jretconser.2021.102660

Chukwuere, E., & Munapo, E. (2023). Factors Influencing the Development of Digital Citizenship on Social Media Platforms. In Lecture Notes in Networks and Systems: Vol. 569 LNNS (pp. 1007–1015). https://doi.org/10.1007/978-3-031-19958-5_94

Dewi, D., & Zaenurrosyid (2023). Islamic Philanthropic Institutions in the Development of Education and Economic Empowerment. Islamic Review: Jurnal Riset Dan Kajian Keislaman, 12(1), 19–34. https://doi.org/10.35878/islamicreview.v12i1.695

Dwyer, P., & Walsh, A. (2020). An exploratory quantitative case study of critical thinking development through adult distance learning. Educational Technology Research and Development, 68(1), 17–35. https://doi.org/10.1007/s11423-019-09659-2

Ghanad, A. (2023). An Overview of Quantitative Research Methods. International Journal of Multidisciplinary Research and Analysis, 06(08), 3794–3803. https://doi.org/10.47191/ijmra/v6-i8-52

Guo, H., Wang, Z., An, D., & Huo, J. (2021). Collaborative Design of Cement-Based Composites Incorporated with Copper Slag in Consideration of Engineering Properties and Microwave-absorbing Characteristics. Journal of Cleaner Production, 283. https://doi.org/10.1016/j.jclepro.2020.124614

Ha, B. T., Quang, L. N., Thanh, Q., Duc, M., Mirzoev, T., & Bui, T. M. A. (2021). Community Engagement in the Prevention and Control of COVID-19: Insights from Vietnam. PLoS ONE, 16(9 September). https://doi.org/10.1371/journal.pone.0254432

Hossan, D., Dato’ Mansor, Z., & Jaharuddin, N. S. (2023). Research Population and Sampling in Quantitative Study. International Journal of Business and Technopreneurship (IJBT), 13(3), 209–222. https://doi.org/10.58915/ijbt.v13i3.263

Husin, H. S., Ibrahim, I., Ibrahim, H. M., Mahari, M., Yue, Z., & Phang, S. K. (2024). Students’ Acceptance and Attitude toward Using a Learning Management System (LMS). In 2024 International Visualization, Informatics and Technology Conference, IVIT 2024 (pp. 177–183). https://doi.org/10.1109/IVIT62102.2024.10692779

Khaniabad, Z., Amiri, H., & Kakabraee, K. (2021). The Mediating Roles of Marital Satisfaction and Perceived Social Support in the Relationship between Spiritual Attitudes and Quality of Life in Psychiatric Veterans. Journal of Research Development in Nursing and Midwifery, 18(1), 36–39. https://doi.org/10.52547/jgbfnm.18.1.36

Li, J., & Cao, B. (2022). Study on Tourism Consumer Behavior and Countermeasures Based on Big Data. Computational Intelligence and Neuroscience, 2022. https://doi.org/10.1155/2022/6120511

Liu, Y. (2021). Chinese Culture Penetration in Teaching Chinese as a Foreign Language in the Era of Mobile Internet. In Advances in Intelligent Systems and Computing (Vol. 1283, pp. 82–89). https://doi.org/10.1007/978-3-030-62746-1_12

Martanti, F., Fatkhuronji, M., Husna, A., & Maskur. (2023). Improving Student Well-Being Aspects through Teacher’s Instructional Creativity in Islamic Elementary School. MUDARRISA: Jurnal Kajian Pendidikan Islam, 15(2), 215–242. https://doi.org/10.18326/mudarrisa.v15i2.383

Maulana, M. Z., Mannan, A. F., Shulhani, R., Baharun, H., & Supardi, S. (2025). Integrating Technology-Based Public Relations to Improve Brand Identity in Islamic Boarding Schools. Journal of Asian Islamic Educational Management (JAIEM), 3(1), 9–16. https://doi.org/10.53889/jaiem.v3i1.586

Moraes, G., Fu, D. J., Keane, P. A., & Chopra, R. (2021). Quantitative Analysis of OCT for Neovascular Age-Related Macular Degeneration Using Deep Learning. Ophthalmology, 128(5), 693–705. https://doi.org/10.1016/j.ophtha.2020.09.025

Okpechi, I. G., Muneer, S., Ye, F., Johnson, D., Jha, V., & Bello, A. K. (2022). Global Ehealth Capacity: Secondary Analysis of WHO Data on EHealth and Implications for Kidney Care Delivery in Low-Resource Settings. BMJ Open, 12(3). https://doi.org/10.1136/bmjopen-2021-055658

Pan, X., Mateen Khan, A., Eldin, S. M., Aslam, F., Kashif Ur Rehman, S., & Jameel, M. (2024). BIM Adoption in Sustainability, Energy Modelling and Implementation Using ISO 19650: A Review. In Ain Shams Engineering Journal (Vol. 15, Issue 1). https://doi.org/10.1016/j.asej.2023.102252

Park, H., Kim, H. S., & Park, H. W. (2021). A Scientometric Study of Digital Literacy, ICT Literacy, Information Literacy, and Media Literacy. Journal of Data and Information Science, 6(2), 116–138. https://doi.org/10.2478/jdis-2021-0001

Ravi Kumar, K. N., Shafiwu, A. B., & Prabhavathi, Y. (2024). Does Participation in Modern Marketing Channels for Dry Chillies Affect Economic Welfare?. Cogent Food and Agriculture, 10(1). https://doi.org/10.1080/23311932.2024.2338652

Shu, T., Wang, Z., Jia, H., Zhao, W., Zhou, J., & Peng, T. (2022). Consumers’ Opinions towards Public Health Effects of Online Games: An Empirical Study Based on Social Media Comments in China. International Journal of Environmental Research and Public Health, 19(19). https://doi.org/10.3390/ijerph191912793

Wang, C. H., Salisbury-Glennon, J. D., Dai, Y., Lee, S., & Dong, J. (2022). Empowering College Students to Decrease Digital Distraction Through the Use of Self-Regulated Learning Strategies. In Contemporary Educational Technology (Vol. 14, Issue 4). https://doi.org/10.30935/cedtech/12456

Wu, W., Chen, K., & Yang, Q. (2024). The Application of Immersive Virtual Digital Imaging Art in Cross-Cultural Communication of Internet Aesthetics Education. In Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics): Vol. 14700 LNCS (pp. 162–178). https://doi.org/10.1007/978-3-031-60901-5_12

Zhou, Y. X., Li, Y. P., Huang, G. H., Zhang, Y. F., & Ma, Y. (2022). A Fixed-Mix Stochastic Fractional Programming Method for Optimizing Agricultural Irrigation and Hydropower Generation in Central Asia. Journal of Contaminant Hydrology, 248. https://doi.org/10.1016/j.jconhyd.2022.104004




Refbacks

  • There are currently no refbacks.


Islamic Finance and Economic Insights Published by Lembaga Penerbitan, Penelitian, dan Pengabdian kepada Masyarakat (LP3M) of Nurul Jadid University, Paiton, Probolinggo, East Java, Indonesia.

Adress : PO BOX 1 Tanjung, Paiton, Probolinggo, East Java