The Influence of Nostalgic Attachment and Multigenerational Effects on Brand Equity and Student Engagement in Islamic Boarding School Educational Institutions

Abstract

This study aims to analyze the influence of nostalgic attachment and multigenerational effects on brand equity and student engagement in Islamic boarding schools. Nostalgic attachment refers to the emotional attachment of individualsespecially alumni and students' families to past experiences at Islamic boarding schools, while the multigenerational effect refers to the tendency of families to choose the same educational institution for generations. These two variables are assumed to have an important role in shaping the perception of the pesantren brand and encouraging the loyalty and active involvement of students in academic and non-academic activities. This study uses a quantitative approach with a survey method of 150 respondents consisting of active students, alumni, and parents of students from three large Islamic boarding schools in East Java. Data analysis was carried out using Structural Equation Modeling (SEM) to determine the relationship between variables. The results of the study showed that nostalgic attachment had a significant effect on the brand equity of Islamic boarding schools, while the multigenerational effect directly increased student engagement. In addition, brand equity also plays a role as a mediating variable that strengthens the relationship between emotional attachment and student involvement. These findings underscore the importance of branding strategies based on historical and familial values in strengthening the position of pesantren as educational institutions that are not only academically qualified, but also emotionally meaningful for their communities. The practical implications of this study recommend that pesantren managers utilize narrative communication approaches and institutional historical documentation to increase cross-generational