Leveraging e-Islamic marketing to solidify marketing performance in the new normal (a lesson from Indonesian private Islamic higher educations)

Purpose This study aims to leverage e-Islamic marketing to solidify Islamic marketing mix and strategic Islamic issue effect, respectively, on private Islamic higher educational marketing performance in the new normal. Design/methodology/approach The design of this study is survey. Primary data is collected through the questionnaires sent to the leader elements of Indonesian private Islamic higher educations via a google form link and analyzed with SPSS and Amos programs. Findings The findings demonstrate that e-Islamic marketing can solidify the effect of Islamic marketing mix and strategic Islamic issues, respectively, on the marketing performance of private Islamic higher education in the new normal. The e-Islamic marketing, Islamic marketing mix and strategic Islamic issues are, respectively, also the predictors of the marketing performance. Originality/value The constructs used by this study can enrich the implementation of resource-based view theory, can implement the education marketing integrating technological advance with Islamic marketing to solidify marketing performance, can cover the religiosity aspects of prospective students’ and can manifest maqashid sharia concept.