POLA PEMASARAN LEMBAGA PENDIDIKAN ISLAM DALAM REKRUTMEN SANTRI PESANTREN MAWARIDUSSALAM T.P 2023-2024
Abstract
This study aims to describe the marketing patterns of Islamic educational institutions in the recruitment of students at Mawaridussalam Islamic Boarding School in the 2023–2024 academic year. Marketing in educational institutions plays an important role in maintaining institutional sustainability, particularly in increasing the number of students. This research employed a qualitative approach with a descriptive method. Data were collected through interviews, observation, and documentation. The research subjects included the new student admission committee, the boarding school secretary, and students. The findings indicate that Mawaridussalam Islamic Boarding School applies several marketing patterns in the student recruitment process, namely: (1) word-of-mouth marketing through parents and alumni, (2) maintaining the quality of education and students’ moral character as the main attraction, (3) implementing marketing strategies through direct promotion and social media, (4) determining target markets, and (5) involving stakeholders in promotional and admission activities. Supporting factors include the positive image of the boarding school, the quality of teachers, and adequate facilities. Meanwhile, inhibiting factors consist of limited promotional resources and competition among educational institutions. Therefore, the marketing patterns implemented by Mawaridussalam Islamic Boarding School play a significant role in increasing public interest in enrolling their children in the institution.
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