Abstract
This research aims to analyze, explore, describe, and develop a new model connecting Knowledge Quality with Marketing Performance while introducing the innovative concept of "Spiritual Network Agility." This concept seeks to address gaps in prior studies on the relationship between knowledge quality and marketing performance. The study proposes a marketing management approach based on the integration of the Resource-Based View and Organizational Agility, resulting in the novel concept of Spiritual Network Agility. This concept reflects the ability to act swiftly and flexibly in building mutually beneficial relationships, both for worldly success and spiritual fulfillment. It is characterized by responsible creativity, honest communication, and a commitment to seeking Allah’s pleasure and doing good deeds. The research design adopts an Explanatory Research methodology, with a population of 522 admissions committee members at Islamic Religious Higher Education Institutions (PTKIN) across Indonesia. A purposive sampling method was used to select 226 committee members as the study sample. Data were collected through a Likert-scale questionnaire (1 to 5) and analyzed using Structural Equation Modeling (SEM) with AMOS 22.0 software. Practical implications suggest that higher education institutions can enhance their Marketing Performance by strengthening Spiritual Network Agility through responsible creativity, honest communication, and value-based relationships. Additionally, focusing on improving Knowledge Quality specifically its intrinsic, contextual, and actionable dimensions can enable institutions to adapt more swiftly and flexibly to market dynamics. It addresses the gap between Knowledge Quality and Marketing Performance by emphasizing the importance of speed, flexibility, and ethics in building mutually beneficial relationships.
