Department of Syariah and Management, Universiti Malaya Malaysia held an international guest lecture for students on Wednesday May 29, 2024. Dr. Yayuk Sri Rahayu, SE., MM., CMA from Islamic banking study program became speaker at the event, in her lecture, she delivered about Islamic customer perceived value of higher education in Indonesia. This paper is the result of research conducted in 2023 with Fitriyah, MM and Guntur Kusuma Wardana, MM. She said that the number of Muslim populations in the world continues to grow but there are only a few studies and marketers that pay attention specially to Muslim consumers even though this increasing number is a very large market share including for higher education. If higher education wants to win the competition, it must be able to attract the hearts of potential Muslim consumers which is always refer to Islamic teachings in making purchasing decisions. The results of the study revealed 21 indicators and 6 factors that form Islamic customer perceived value in higher education. The 6 factors consist of Islamic academics, Islamic attitude, Islamic performance, Islamic physical attribute, Islamic organization, halal food and beverage. These findings contribute to the development of Islamic marketing knowledge and can be taken into consideration by universities when developing their marketing strategy.
Lecturers and students of the Department of Sharia and Management, Universiti Malaya were very enthusiastic in listening and asking several questions to Dr. Yayuk Sri Rahayu, SE., MM related to the theme she discussed. This international guest lecture is an implementation of the memorandum of understanding (MoU) that has been agreed upon by the Islamic Studies Academy of Universiti Malaya (APIUM) and the Faculty of Economics, UIN Maulana Malik Ibrahim Malang. The Dean of the Faculty of Economics, UIN Maulana Malik Ibrahim, Dr. H. Misbahul Munir, Lc., M.Ei appreciated this activity in order to improve the campus internationalization program and received a very warm welcome from the Dean of APIUM and hopes that activities like this can be continue.