Muslim student perceived value on viral marketing intention for educational institution mediated by student satisfaction

This study takes a comprehensive approach as it constructs and assesses an integrative model to investigate the connections between Muslim students' perceived value, satisfaction, behavioral intentions, and willingness to conduct viral marketing for their educational institution. The thoroughness of the research process instills confidence in the validity and reliability of the findings. To achieve the objective, the authors conduct an exploratory analysis of data gathered through focus group discussions and surveys with Muslim college students in one of the best Pesantren-Based colleges in east Jakarta to identify the perceived value, indicators, and type of viral marketing activities the students are willing to engage in. This proposed research used a robust mixed methodology, which includes a qualitative approach FGD and survey to result in variables and indicators, and a PLS-SEM model to ensure validity and reliability. The variables are solely from the perceived value of 128 Muslim students and are mediated by satisfaction. Data from surveys was used to evaluate the model using the PLS-SEM. The result shows that Muslim students' perceived value, especially quality, price, social value, and Islamic attributes, is an antecedent of Muslim student satisfaction, and perceived quality is the only variable that positively affects student intention to do viral marketing activity.