Brand Image of Islamic Characters Perceived by Private Higher Education Institution Students in Indonesia

BACKGROUND: Higher education institution (HEI) has created professional identity, and the characteristics of the profession have taught. HEI can also create a strong brand image in the minds of the public that convey the core values and distinguishe them from others. However, the perception of the brand image of Islamic characters remains limited to exploration among Bachelor nursing students, especially in private Islamic HEI in Indonesia. AIM: This study explores the brand image of Islamic characters perceived by nursing students in two private Islamic HEI in Indonesia. METHODOLOGY: A descriptive qualitative study was performed, 13 nursing students were recruited through purposive sampling. Within 30–45 min, the in-depth interview was conducted face-to-face through WhatsApp video calls. For data analysis, NVivo 12TM Plus and Colaizzi methods were used. RESULTS: The data analysis found two themes: (1) Finding the meaning of Islamic identity; and (2) providing Islamic-based care. There are six sub-themes identified: (1) Internalizing of Islamic university vision; (2) Holding Islamic sharia as a Muslim nurse; (3) Applying Islamic and professional values; (4) Starting with “bismillah” and closing with “alhamdulillah”; (5) Praying the patients as an obligation; and (6) Guiding “talqin” for facing death. CONCLUSION: Private HEI students perceive Islamic identity as influenced by institutional brand identity and professional identity in Indonesia.