DOES SATISFACTION AFFECT VIRAL MARKETING ENGAGEMENT: EVIDENCE FROM MUSLIM STUDENTS PERCEIVED VALUE?

This research examines the relationships between Muslim students’ perceived value, satisfaction, and behavioral intentions to engage in viral marketing for their educational institutions. The mixed-methods approach was applied to this research to leverage the strengths of both qualitative and quantitative methodologies. The qualitative FGDs provided an in-depth, contextual understanding of the student’s perceptions and experiences, which was crucial for identifying relevant variables and indicators. On the other hand, the quantitative PLS-SEM analysis allowed for the statistical validation of the relationships between the variables, ensuring the reliability and validity of the findings. This combination of methods ensured a robust and holistic examination of the research problem, enabling the researchers to draw meaningful conclusions about the factors influencing Muslim students’ engagement in viral marketing for their educational institutions. Data was collected from 128 Muslim college students at one of the best Pesantren-based colleges in East Jakarta to determine the perceived value, indicators, and types of viral marketing activities in which students are willing to participate. We use SMART PLS software to evaluate the model based on PLS-SEM. The findings indicate that Muslim students’ perceived value, particularly quality, price, social, and Islamic attributes, affect satisfaction. Nevertheless, perceived quality is the only variable positively influencing students’ intention to engage in viral marketing activities. Emotional value does not significantly impact satisfaction or viral marketing engagement. While satisfaction does not mediate the relationship between perceived value and marketing engagement, suggesting that quality perceptions have a more direct effect on engagement behavior. This research contribution integrates Islamic attributes into the viral marketing framework, highlighting the role of religious and cultural considerations in shaping student behavior. Unlike previous research focusing on general marketing strategies in higher education, this study emphasizes the importance of quality-driven strategies over emotional appeals, offering practical insights for institutions targeting Muslim student populations.