Educational Service Promotion and Enrollment Interestin Aceh’s Islamic Higher Education
DOI:
https://doi.org/10.26811/peuradeun.v14i3.1577Keywords:
Transformational Leadership, Personal Motivation, Educational Service Promotion, Students’ Enrollment Interest, Islamic Higher EducationAbstract
This study examines the influence of transformational leadership, personal motivation, and educational service promotion on prospective students’ enrollment interest in Islamic higher education institutions in Aceh, Indonesia. Using a quantitative approach, data were collected from 1,230 respondents selected through random sampling across five districts in Aceh Province. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test direct and indirect relationships among the variables. The findings reveal that transformational leadership significantly influences personal motivation and educational service promotion, both of which positively affect students’ enrollment interest. Educational service promotion was also found to mediate the relationship between transformational leadership and enrollment decisions significantly. Furthermore, the study demonstrates that local cultural values, religious commitment, and digital communication strategies contribute substantially to increasing the attractiveness of Islamic higher education institutions. The findings extend transformational leadership theory by emphasizing the integration of leadership practices, motivational factors, and culturally responsive promotional strategies within a distinctive socio-religious context. Practically, the study offers strategic insights for policymakers and institutional leaders seeking to strengthen institutional competitiveness through adaptive leadership, technology-based promotion, and community engagement.
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