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All Journal Li Falah: Jurnal Studi Ekonomi dan Bisnis Islam
Ulfia, Lily
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Humanities Decision Sciences, Operations Research & Management Social Sciences

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Utilization of Metaverse Technology in Building Higher Education Positioning: A Marketing Strategy Perspective in the Education Sector Ulfia, Lily; Fauziah, Sitti; Halid, Yusrifah
Li Falah: Journal of Islamic Economics and Business Vol. 10 No. 1 (2025): June 2025
Publisher : Institut Agama Islam Negeri Kendari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31332/lifalah.v10i1.11695

Abstract

The use of Metaverse technology in higher education remains limited, despite its potential to enhance universities' competitiveness and positioning. This study aims to explore how Metaverse can improve the position and competitiveness of higher education institutions, particularly Islamic State Universities (PTKIN), and its impact on educational quality and accessibility. The study employs a descriptive qualitative approach, using case studies of Muhammadiyah University Yogyakarta (MCU) and IAIN Kendari, with data collected through field observations, interviews with university administrators and students, and relevant documentation. Data were analyzed using Miles and Huberman’s interactive analysis model. The study is based on the Theory of Education Marketing in the Digital Age, emphasizing the role of digital technology in building engagement, and the Resource-Based View (RBV), focusing on Metaverse as a strategic resource for universities. Findings indicate that while challenges in infrastructure and human resources exist, Metaverse technology can enhance universities’ position by offering immersive and interactive learning experiences. Its use in marketing, such as virtual campus tours, enables universities to reach a broader prospective student base, both domestically and internationally. The study highlights the need for universities to integrate Metaverse technology into their curricula and marketing strategies to remain competitive and relevant in the Society 5.0 era.
Halal Label and Product Quality: Case Study Wardah Cosmetic Product Purchase Decision Ulfia, Lily; Maghfiroh, Mamluatul; Indrarini, Rachma
Li Falah: Journal of Islamic Economics and Business Vol. 6 No. 2 (2021): December 2021
Publisher : Institut Agama Islam Negeri Kendari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31332/lifalah.v6i2.1919

Abstract

The development of the Indonesian cosmetic industry is relatively rapid because cosmetic products have become a primary need in Indonesia which the population is predominantly Muslim. This development caused competitive competition between cosmetics brands in Indonesia. Because of this competition, Wardah cosmetics is considering the halal label in its products and the quality of the products to increase consumer purchasing decisions. This research uses quantitative, associative methods to investigate the relationship between halal brands and product quality with the purchasing decision of Wardah cosmetics, especially in Surabaya. The number of samples used is 100 Muslim respondents who used Wardah cosmetics products in Surabaya. The data analysis technique used is multiple correlation coefficient analysis using SPSS version 25. The study results showed that halal labeling and product quality simultaneously had a significant and robust relationship with the purchasing decision of Wardah cosmetic products. While partially, the halal labels and product quality had a moderate and meaningful relationship with the purchase decision of Wardah cosmetics products.
Co-Authors Fauziah, Sitti Halid, Yusrifah Maghfiroh, Mamluatul Rachma Indrarini