Strategy to Increase Student Re-Registration Intention Through Digital Marketing, Institutional Reputation, Location, and Service Quality: Case Study of Asshiddiqiyah Islamic Boarding School, Jakarta

Abstract

This study aims to formulate strategies to enhance students’ re-enrollment intention at Pondok Pesantren Asshiddiqiyah Jakarta by examining the influence of digital marketing, institutional reputation, location, and service quality. Utilizing a quantitative research approach and Structural Equation Modeling (SEM-AMOS), data were collected from 230 respondents. The findings reveal that digital marketing, location, and service quality significantly influence the re-enrollment intention of students. Among them, digital marketing shows the strongest influence on service quality (coefficient = 1.037; p = 0.004) and also directly affects re-enrollment intention (coefficient = 0.285; p = 0.046). This emphasizes the importance of digital platforms in shaping perceptions of service quality and student loyalty. On the contrary, institutional reputation is found to have no significant effect on either service quality (coefficient = –0.199; p = 0.299) or re-enrollment intention (coefficient = –0.105; p = 0.246). This indicates that student loyalty in Islamic boarding schools is shaped more by personal experience and internal relationships rather than external reputation. Additionally, location positively and significantly impacts both service quality and re-enrollment intention, reflecting the importance of accessibility and community ties. Service quality itself has a strong, positive effect on re-enrollment intention (coefficient = 0.585; p < 0.001), confirming its central role in sustaining student engagement. The study suggests that institutions should focus on strengthening digital marketing, optimizing strategic location, and improving holistic service quality. The reputation of the institution, while traditionally emphasized, does not significantly influence re-enrollment decisions in this context.