<![CDATA[Purpose – This study aims to analyze the effect of Brand Equity—consisting of Brand Awareness, Brand Image, Perceived Relevance, and Promotional Effectiveness on prospective students’ enrollment intention in selecting a study program. Design/methodology/approach – This research employs a mixed-method approach with data analysis techniques including multiple regression analysis, Focus Group Discussion (FGD), and interview analysis. Finding/Results The findings show that brand image and promotional effectiveness are the main drivers of prospective students’ enrollment decisions. Effective recruitment requires integrated digital and offline promotion, program-level branding, student and alumni involvement, authentic storytelling, school partnerships, and interactive digital communication to strengthen public trust and sustain student recruitment. Originality/Value – This study integrates quantitative brand equity analysis with qualitative communication strategies to develop sustainable student recruitment strategies in a regional Islamic higher education context.]]>
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