NEW STUDENT ADMISSIONS APPROACH BASED ON EDUCATIONAL ISLAMIC SERVICE QUALITY
DOI:
https://doi.org/10.34125/jmp.v10i3.714Keywords:
Kualitas Layanan, Pendidikan, IslamAbstract
This research aims to explore student recruitment strategies based on the quality of Islamic educational services and their implications. Using a descriptive qualitative approach with a case study design, data were obtained through in-depth interviews, observations, and documentation. Data was analyzed using the Miles & Huberman interactive model, with service quality strategies analyzed through five ServQual dimensions that were reconceptualized within an Islamic values framework, measured using core service indicators whose results were then contextualized for their ethical accountability with Islamic values. Research findings indicate that incorporating Islamic values into ServQual dimensions produces progressive and comprehensive service strategy formulations. This approach successfully constructs a holistic educational ecosystem that is adaptive to students' academic, spiritual, and emotional needs. This research also presents recommendations for a comprehensive approach in measuring Islamic values-based educational service quality mechanisms. Strategic implications of this implementation include improvements in both academic and non-academic student achievement, an inclusive learning environment, strengthened institutional reputation, increased stakeholder satisfaction, and consistent increases in the number of applicants.
References
Abbas, A., Nisar, Q. A., Mahmood, M. A. H., Chenini, A., & Zubair, A. (2020). The role of Islamic marketing ethics towards customer satisfaction. Journal of Islamic Marketing, 11(4), 1001–1018. https://doi.org/10.1108/JIMA-11-2017-0123
Abbas, J. (2020a). HEISQUAL: A modern approach to measure service quality in higher education institutions. Studies in Educational Evaluation, 67(October), 100933. https://doi.org/10.1016/j.stueduc.2020.100933
Abbas, J. (2020b). Service quality in higher education institutions: qualitative evidence from the students’ perspectives using Maslow hierarchy of needs. International Journal of Quality and Service Sciences, 12(3), 371–384. https://doi.org/10.1108/IJQSS-02-2020-0016
Abdulkadiroglu, A., Pathak, P. A., Schellenberg, J., & Walters, C. R. (2020). Do Parents Value School Effectiveness? American Economic Review, 110(5), 1502–1539. https://doi.org/10.1257/aer.20172040
Agrawal, N. (2020). A framework for Crosby’s quality principles using ISM and MICMAC approaches. TQM Journal, 32(2), 305–330. https://doi.org/10.1108/TQM-03-2019-0085
Aksan, S. M., Zein, M., & Saumur, A. S. (2023). Islamic Educational Thought on STEM (Science, Technology, Engineering, Mathematics): Perspectives and Implementation. International Journal of Trends in Mathematics Education Research, 6(4), 378–386. https://doi.org/10.33122/ijtmer.v6i4.325
Anshori, M., Suwarno, S., & Kasbani, K. (2022). Management of Facilities and Infrastructure in Improving The Quality of Islamic Education. Nazhruna: Jurnal Pendidikan Islam, 5(3), 928–939. https://doi.org/10.31538/nzh.v5i3.2339
Arbi, A. (2018). Improving Quality of Islamic Education Through Community Based Education: Principal Engagement. Jurnal Pendidikan Islam, 4(1), 39–50. https://doi.org/10.15575/jpi.v4i1.2095
Arsul, A., Johanna, A., & Congzhao, H. (2021). The Principal’s Business In Improving the Quality of Islamic Education (Case Study at SDIT AZ Jambi City). At-Tasyrih: Jurnal Pendidikan Dan Hukum Islam, 7(1), 1–16. https://doi.org/10.55849/attasyrih.v7i1.64
Asiah, N., & Desky, H. (2025). Islamic Educational Philosophy And Its Relevance To Global Educational Discourse. IOSR Journal Of Humanities And Social Science, 30(5), 47–52. https://doi.org/10.9790/0837-3005024752
Asnawi, N., & Setyaningsih, N. D. (2020). Perceived service quality in Indonesian Islamic higher education context: A test of Islamic higher education service quality (i-HESQUAL) model. Journal of International Education in Business, 13(1), 107–130. https://doi.org/10.1108/JIEB-11-2019-0054
Asnawi, N., Sukoco, B. M., & Fanani, M. A. (2020). The role of service quality within Indonesian customers satisfaction and loyalty and its impact on Islamic banks. Journal of Islamic Marketing, 11(1), 192–212. https://doi.org/10.1108/JIMA-03-2017-0033
Asyibli, B., Ibtihal, A. A., Fauzan, M. F., Fauzi, A., & Hidayat, W. (2025). Epistemological Dimensions in Islamic Educational Philosophy: A Critical Analysis. Journal of Islamic Education Research, 6(1), 69–84. https://doi.org/10.35719/jier.v6i1.464
Badan Pusat Statistik. (2024). Jumlah Sekolah, Guru, dan Murid Sekolah Dasar (SD) di Bawah Kementerian Pendidikan, Kebudayaan, Riset, dan Teknologi Menurut Provinsi, 2023/2024. Badan Pusat Statistik. https://www.bps.go.id/id/statistics-table/3/VWtKTmFFbDZaSFJWWVhOYU16WmhaRzlCYlM5Wlp6MDkjMw==/jumlah-sekolah--guru--dan-murid-sekolah-dasar--sd--di-bawah-kementerian-pendidikan--kebudayaan--riset--dan-teknologi-menurut-provinsi.html?year=2023
Billah, A., Rahman, M. A., & Hossain, M. T. Bin. (2020). Factors influencing Muslim and non-Muslim consumers’ consumption behavior: A case study on halal food. Journal of Foodservice Business Research, 23(4), 324–349. https://doi.org/10.1080/15378020.2020.1768040
Busahdiar, Karimah, U., & Tamin, S. (2023). Total Quality Management (TQM) and Basic Education: Its Application to Islamic Education in Muhammadiyah Elementary Schools. Jurnal Pendidikan Agama Islam, 20(2), 215–232. https://doi.org/10.14421/jpai.v20i2.8015
Cahapay, M. B. (2020). Rethinking Education in the New Normal Post-COVID-19 Era: A Curriculum Studies Perspective. VERITAS: Jurnal Teknologi Dan Pelayanan, 4(2), 1–5. https://doi.org/10.29333/aquademia/8315
Calandri, E., Mastrokoukou, S., Marchisio, C., Monchietto, A., & Graziano, F. (2025). Teacher Emotional Competence for Inclusive Education : A Systematic Review. Behavioral Sciences, 15(3), 359. https://doi.org/10.3390/bs15030359
Cinkir, S., Yildiz, S., & Kurum, G. (2022). The Effect of Undergraduate Students’ Perceived Service Quality on Student Commitment. SAGE Open, 12(2). https://doi.org/10.1177/21582440221096134
Davies, R., & Trowsdale, J. (2021). The culture of disciplines: Reconceptualising multi-subject curricula. British Educational Research Journal, 47(5), 1434–1446. https://doi.org/10.1002/berj.3735
Desmi Ristia, N., & Marlien, R. . (2022). Pengaruh Pengalaman Pelanggan, Nilai Pelanggan, dan Kualitas Layanan terhadap Kepuasan Pelanggan (Studi Pada Pelanggan Albania Coffee Boja). YUME: Journal of Management, 5(1), 1–16. https://doi.org/10.2568/yum.v5i2.1751
Dinihari, Y., Wiyanti, E., Solihatun, S., & Nazelliana, D. (2025). Development of an Empathy-Based Literacy Module into Islamic Boarding School Education to Reduce Bullying Behavior. IJLECR (International Journal of Language Education and Cultural Review), 11(1), 1–13. https://doi.org/10.21009/ijlecr.v11i1.54561
Elitasari, Y. R. & H. T. (2022). Analysis of the Decline Number of State Elementary School Students in Magelang Regency. DIDAKTIKA: Jurnal Pendidikan Sekolah Dasar, 5 (2), 99–106.
Enes, U. O. R., Asha, L., & Wanto, D. (2021). Optimization of Facilities and Infrastructure Management in Improving the Quality of Learning. Kharisma: Jurnal Administrasi Pendidikan Islam, 3(2), 149–160. https://doi.org/10.30829/tar.v28i1.905
Fauzi, N., & Islami, M. A. A. Al. (2020). Dampak Globalisasi di Pendidikan. Jurnal Pendidikan Dasar, 2(1), 24–36. https://e-jurnal.iainsorong.ac.id/index.php/Misool/article/view/563
Fernández, A., Gómez, B., Binjaku, K., & Meçe, E. K. (2023). Digital transformation initiatives in higher education institutions: A multivocal literature review. In Education and Information Technologies (Vol. 28, Issue 10). Springer US. https://doi.org/10.1007/s10639-022-11544-0
Fida, B. A., Ahmed, U., Al-Balushi, Y., & Singh, D. (2020). Impact of Service Quality on Customer Loyalty and Customer Satisfaction in Islamic Banks in the Sultanate of Oman. SAGE Open, 10(2). https://doi.org/10.1177/2158244020919517
Floren, J., Rasul, T., & Gani, A. (2020). Islamic marketing and consumer behaviour: a systematic literature review. Journal of Islamic Marketing, 11(6), 1557–1578. https://doi.org/10.1108/JIMA-05-2019-0100
Giustinelli, P. (2023). Expectations in Education: Framework, elicitation, and evidence. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.4318127
Hadi, N. (2025). Integration of Islamic Values in Steam Learning : Management Efforts To Realize Holistic Islamic Education. SCAFOLDING: Jurnal Pendidikan Dan Multikultural, 7(1), 319–329. https://doi.org/10.37680/scaffolding.v7i1.7058
Hamzah, H., Syarif, M., Purwati, A. A., & Sudarno, S. (2023). Islamic School Image and Service Quality on Islamic Elementary Schools: the Role of Word of Mouth As Mediation. Jurnal Aplikasi Manajemen, 21(3), 737–747. https://doi.org/10.21776/ub.jam.2023.021.03.13
Hidayat, W., Suryana, Y., & Fauziah, F. (2020). Manajemen Bimbingan Dan Konseling Dalam Pendidikan Karakter Peserta Didik. Jurnal Pendidikan UNIGA, 14(2), 346. https://doi.org/10.52434/jp.v14i2.1004
Hoque, M. N., Rahman, M. K., Said, J., Begum, F., & Hossain, M. M. (2022). What Factors Influence Customer Attitudes and Mindsets towards the Use of Services and Products of Islamic Banks in Bangladesh? Sustainability (Switzerland), 14(8). https://doi.org/10.3390/su14084703
Ihsan, M., Sukino, S., & Usman, U. (2024). Integration of Independent Learning Curriculum in Islamic Religious Education Towards the Era of Society 5 . 0. Arfannur: Journal of Islamic Education, 5(3), 181–191. https://doi.org/10.24260/arfannur.v5i3.3124
Ikram, M., & Kenayathulla, H. B. (2023). Education quality and student satisfaction nexus using instructional material, support, classroom facilities, equipment and growth: Higher education perspective of Pakistan. Frontiers in Education, 8(March), 1–15. https://doi.org/10.3389/feduc.2023.1140971
Ilmi, I., Wanayati, S., Hasanah, A., & Arifin, B. S. (2023). Islamic Educational Values as the Core of Character Education. EDUTEC : Journal of Education And Technology, 7(2), 406–471. https://doi.org/10.29062/edu.v7i2.633
Isma, Y. S., Kardiati, D., Muslem, M., Fadhillah, S. K., KN, J., Akmal, F., & Chairunnisak, S. (2025). Transformasi Digital Sebagai Instrumen untuk Memperluas Aksesibilitas Layanan Publik. Journal of Administrative and Social Science, 6(2), 66–77. https://doi.org/10.55606/jass.v6i2.1891
Ismail, F., Daeng Pawero, A. M., & Umar, M. (2021). Improving Educational Quality through Optimizing the Potential of Educational Institutions in Indonesia. International Journal of Educational Research & Social Sciences, 2(1), 41–46. https://doi.org/10.51601/ijersc.v2i1.36
Juwairiyah, J., & Fanani, Z. (2025). Integration of Islamic Values in Learning Methods: Building Character and Spirituality in the Digital Era. AL-WIJDÁN: Journal of Islamic Education Studies, 10(1), 113–130.
Kalkan, Ü., Altınay Aksal, F., Altınay Gazi, Z., Atasoy, R., & Dağlı, G. (2020). The Relationship Between School Administrators’ Leadership Styles, School Culture, and Organizational Image. SAGE Open, 10(1). https://doi.org/10.1177/2158244020902081
Kemendikdasmen. (2025). Data Jumlah Peserta Didik di Indonesia. Kementrian Pendidikan Dasar Dan Menengah. https://dapo.dikdasmen.go.id/sp
Koçak, Ö., Göksu, İ., & Göktaş, Y. (2021). The factors affecting academic achievement: A systematic review of meta analyses. International Online Journal of Education and Teaching (IOJET), 8(1), 454–484.
Kurniasih, A., Novitasari, D., Saparuddin, M., Fandi, B., Pimada, L. H., Annas, A., Wartini, S., Fadhel, A., & Hidayat, S. (2025). Islamic Education Policy Priorities in Achieving Sustainable Development Goals (SDGS) In Higher Education. Journal of Lifestyle and SDGs Review, 5(3), 1–20. https://doi.org/10.47172/2965-730X.SDGsReview.v5.n03.pe05280
Kurniawan, W., Mulyanto, A. W., & Zen, B. Y. (2025). Integrasi Nilai-Nilai Islam dalam Kurikulum Nasional: Tantangan dalam Konteks Pendidikan di Indonesia. Moral : Jurnal Kajian Pendidikan Islam, 2(2), 54–66. https://doi.org/10.61132/moral.v2i2.836
Lathifah, Z. K., Setyaningsih, S., & Wulandari, D. (2022). Development of Internal Quality Assurance System Model for Pesantren Using the 2020 Education Unit Accreditation Instrument. AL-TANZIM: Jurnal Manajemen Pendidikan Islam, 6(4), 983–998. https://doi.org/10.33650/al-tanzim.v6i4.2246
Mendoza-Villafaina, J., & López-Mosquera, N. (2024). Educational experience, university satisfaction and institutional reputation: Implications for university sustainability. International Journal of Management Education, 22(3), 1–14. https://doi.org/10.1016/j.ijme.2024.101013
Miles, M. B., Huberman, A. M., & Saldana, J. (2014). Qualitative data analysis: A methods sourcebook (3th editio). SAGE Publications.
Miotto, G., Del-castillo-feito, C., & Blanco-gonzález, A. (2019). Reputation and legitimacy : Key factors for Higher Education Institutions ’ sustained competitive advantage. Journal of Business Research, 5(June), 1–12. https://doi.org/10.1016/j.jbusres.2019.11.076
Momen, A. (2023). Influence of Psychological Well-Being and School Factors on Delinquency , During the Covid-19 Period Among Secondary School Students in Selected Schools in Nakuru County : Kenya. IJRISS: International Journal of Research and Innovation in Social Science, VII(IIIS), 1175–1189. https://doi.org/10.47772/IJRISS
Muphimin, S. D. (2024). Literature Review Study : Factors That Influence Customer Satisfaction. Jurnal Ekonomi Sean Institute, 13(03), 377–383. https://doi.org/10.54209/ekonomi.v13i03
Nurjaman, U., Al Mighwar, M., Harun, M., Mu’min, U. A., & Syaie, A. N. K. (2022). Quality Assurance Islamic Perspective: an Alternative in Islamic-Based Public Education Institutions. Cendekia: Jurnal Kependidikan Dan Kemasyarakatan, 20(1), 105–130. https://doi.org/10.21154/cendekia.v1i1.3986
Powell, S. L., Rist, K., Elizabeth, S., Sierra, B., Bian, V., Dupree, K., Frau, A., & Manali, C. (2024). Students Helping Students : Implementation of Elementary Math Facts Fluency Interventions by High Schoolers. Contemporary School Psychology, 28(3), 385–393. https://doi.org/10.1007/s40688-023-00469-1
Purwanta, P., Sudiro, S. F., & Koeswardani, H. H. V. (2024). Upaya Deteksi Permasalahan Kesehatan Mental Siswa di SMPN 2 Kismantoro dengan Alat Skrining Perilaku Strength and Difficulties Questionnaire. Jurnal Parikesit, 2(2), 438–445. https://doi.org/10.22146/parikesit.v2i2.12260
Puteri, D. D. Y., & Prihantini. (2020). Rumusan Visi Misi Dan Konsistensinya Terhadap Kultur Sekolah. Intelektiva : Jurnal Ekonomi, Sosial, & Humaniora, 02(02), 11–18. https://www.jurnalintelektiva.com/index.php/jurnal/article/view/273/192
Putra, I. G. N. A. W. P., & Putra, I. N. T. A. (2025). Pengguna Gofood Menggunakanan System Usability Scale (SUS). JITET: Jurnal Informatika Dan Teknik Elektro Terapan, 13(2), 1223–1230. https://doi.org/10.23960/jitet.v13i2.6426
Putri, A., Hayati, K., Novia, R., Hasibuan, S., & Sari, H. P. (2025). Peran Pendidikan Islam dalam Mendukung Pencapaian SDGs: Studi Kepustakaan. Jurnal Budi Pekerti Agama Islam, 3(2), 332–339. https://doi.org/10.61132/jbpai.v3i2.1098
Santos, G., Marques, C. S., Justino, E., & Mendes, L. (2020). Understanding social responsibility’s influence on service quality and student satisfaction in higher education. Journal of Cleaner Production, 256, 120597. https://doi.org/10.1016/j.jclepro.2020.120597
Santoso, G. (2021). Model Analysis (SWOT) Of Curriculum Development From Civic Education At 21 Century, 4.0 Era In Indonesian. IJEBD (International Journal of Entrepreneurship and Business Development), 4(2), 250–256. https://doi.org/10.29138/ijebd.v4i2.1221
Sholeh, M. I. (2023). Evaluation and Monitoring of Islamic Education Learning Management in Efforts to Improve Education Quality. Communautaire: Journal of Community Service, 2(2), 108–117. https://doi.org/10.61987/communautaire.v2i2.159
Sholeh, M. I., Efendi, N., & Junaris, I. (2023). Evaluasi dan Monitoring Manajemen Pembelajaran Pendidikan Islam dalam Upaya Peningkatan Kualitas Penddikan. Refresh: Manajemen Pendidikan Islam, 1(2), 48–73. https://doi.org/10.18326/mudarrisa.v16i1.634
Stribbell, H., & Duangekanong, S. (2022). Satisfaction as a key antecedent for word of mouth and an essential mediator for service quality and brand trust in international education. Humanities and Social Sciences Communications, 9(1), 1–11. https://doi.org/10.1057/s41599-022-01459-z
Suprapto, F. M. (2021). The effect of service quality on saving decisions with Islamic branding as a moderating variable. Journal of Islamic Economics, Management, and Business (JIEMB), 3(2), 179–194. https://doi.org/10.21580/jiemb.2021.3.2.11503
Syukri, M., & Hasibuan, R. F. (2024). Visi, Misi, Tujuan, Dan Strategi Pencapaian Mutu Pendidikan. Journal on Education, 6(2), 11865–11870.
Tabroni, I., Herawati , N. N., Pitriawan , W., & Amin , S. (2022). Pendidikan Islam dalam Tantangan Era Globalisasi. Journal of Education and Culture, 2(3), 38–41. https://doi.org/10.58707/jec.v2i3.143
Taufik, A., Santoso, S., Fahmi, M. I., Restuanto, F., & Yamin, S. (2022). The Role of Service and Product Quality on Customer Loyalty. Journal of Consumer Sciences, 7(1), 68–82. https://doi.org/10.29244/jcs.7.1.68-82
Tri Saputra, A., Muhammad Haikal, F., & Reza Wibowo, M. (2023). Educators shape elementary students’ moral values for Indonesia’s Golden 2045. Cendikia : Media Jurnal Ilmiah Pendidikan, 13(6), 1042–1053.
Triwijayanti, N., Sanoto, H., & Paseleng, M. (2022). Pengaruh Kualitas Layanan Pendidikan, Budaya Sekolah, Citra Sekolah Terhadap Kepuasan Orang Tua. Scholaria: Jurnal Pendidikan Dan Kebudayaan, 12(1), 74–80. https://doi.org/10.24246/j.js.2022.v12.i1.p74-80
Utari, I. N. D., & Hamid, A. Y. S. (2021). Academic stress in adolescent students of an islamic-based school: The correlation with parenting style and spirituality. Journal of Public Health Research, 10(s1), 22–26. https://doi.org/10.4081/jphr.2021.2330
Warta, W., Zaeni, R., Syam, A., & Rahmatullah, T. (2024). School Reputation Management for Institutional Sustainability and Achievement of Excellent Predicate. QALAMUNA, 16(1), 633–646. https://doi.org/10.37680/qalamuna.v16i1.5037
Yahya, I. O., Khadijah, O. S., & Adekunle, A. U. (2022). Influence of Parental Support and Achievement Motivation on Academic Performance of Secondary School Islamic Studies Students in Lagos State. Journal of Applied Science, Engineering, Technology, and Education, 4(2), 236–245. https://doi.org/10.35877/454RI.asci1443
Yılmaz, K., & Temizkan, V. (2022). The Effects of Educational Service Quality and Socio-Cultural Adaptation Difficulties on International Students’ Higher Education Satisfaction. SAGE Open, 12(1). https://doi.org/10.1177/21582440221078316
Zouari, G., & Abdelhedi, M. (2021). Customer satisfaction in the digital era: evidence from Islamic banking. Journal of Innovation and Entrepreneurship, 10(9), 1–18. https://doi.org/10.1186/s13731-021-00151-x
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Jurnal Manajemen Pendidikan
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
