Digital Marketing Effectiveness Shaping Enrollment Decisions in Islamic Higher Education: The Mediating Role of Student Interest


Authors

(1) * Moh. Mohlas   (Universitas Nurul Jadid, Indonesia)  
        Indonesia
(2)  Muhammad Durrin Ni’am   (Universitas Nurul Jadid, Indonesia)  
        Indonesia
(3)  Hafidatun Nabila   (Universitas Nurul Jadid, Indonesia)  
        Indonesia
(4)  Zackyl Musthofa   (Universitas Nurul Jadid, Indonesia)  
        Indonesia
(5)  Ittaqillah Haitsuma Kunta   (Universitas Nurul Jadid, Indonesia)  
        Indonesia
(6)  Ida Kusumawati   (Universitas Nurul Jadid, Indonesia)  
        Indonesia
(*) Corresponding Author

Abstract


The increasing reliance on digital platforms for educational information has made digital marketing an important factor influencing prospective students’ enrollment decisions. This study aims to examine how digital marketing effectiveness shapes enrollment decisions in Islamic higher education through the mediating role of student interest. A qualitative case study was conducted involving 15 informants consisting of institutional administrators, marketing staff, prospective students, and parents. Data were collected through interviews, observations, and document analysis, and analyzed using data condensation, reduction, display, and verification techniques. The findings indicate that effective digital content characterized by visual appeal, information clarity, relevance, consistency, and interactivity increased audience engagement and stimulated student interest. Interest was found to function as a bridge between exposure to digital content and enrollment decisions. The novelty of this study lies in integrating digital content effectiveness, trust formation, student interest, and enrollment decisions within a single analytical framework. These findings suggest that institutions should prioritize authentic and interactive digital marketing strategies to strengthen student recruitment.



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