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Nurardiansah, Ibnu Helga
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Humanities Education Social Sciences

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The Role of Campus Servicescape in Fostering New Student Interest at Islamic Private Universities Nurardiansah, Ibnu Helga; Bachtiar Hariyadi
Journal of Educational Management Research Vol. 4 No. 4 (2025)
Publisher : Al-Qalam Institue

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61987/jemr.v4i4.1109

Abstract

This study aims to examine prospective students' perceptions of the physical appearance and atmosphere of the campus (servicescape) and its impact on their interest in choosing Islamic Private Universities (IPU). Employing a qualitative phenomenological approach, data were collected through observation, in-depth interviews, and document analysis, and were thematically analyzed. The findings revealed four main themes: initial impressions based on cleanliness and Islamic symbols, emotional comfort, representation of Islamic values, and campus aesthetics reflecting institutional professionalism. These four aspects contribute to a positive perception that influences students’ interest. The results, supported by subject triangulation, highlight the importance of a calm, religious, and well-organized campus environment in promotional strategies and the development of Islamic character. The implications of this study suggest that the management of campus servicescapes, which reflects Islamic values and creates a comfortable atmosphere, can enhance prospective students' interest in choosing Islamic Private Universities. Therefore, IPUS must focus on cleanliness, aesthetics, and Islamic symbols in its marketing strategies.
Co-Authors Bachtiar Hariyadi