STRATEGI MANAJEMEN PEMASARAN DALAM MEMBANGUN REPUTASI YAYASAN RUMAH TAHFIDZ ALFAZZ
Abstract
This The growing competition among Qur’anic educational institutions requires tahfidz houses to do more than run memorization programs; they must also manage public trust in a planned manner. This study aims to describe the marketing management strategies used by the Alfazz Tahfidz House Foundation in Medan Johor to build its reputation, to explain how those strategies are implemented, and to identify the factors that support their application. The study employed a qualitative approach with a descriptive design. Informants were selected purposively and consisted of the foundation head, administrators, female teachers (ustadzah), parents, and students. Data were collected through interviews, observation, and documentation between February and April 2026, and were analyzed using the interactive model of Miles and Huberman, namely data reduction, data display, and conclusion drawing. The findings show that the foundation places the quality of tahfidz instruction and the moral formation of students at the center of its strategy. This strategy is supported by publishing activities on Instagram, Facebook, and TikTok, open communication with parents, and social and religious activities that involve the surrounding community. Implementation involves every element of the foundation and is carried out through a friendly, family-like approach. Supporting factors include the quality of the tahfidz program, the competence and commitment of the teachers, support from parents and the community, the use of social media, and a conducive learning environment. Evaluation is conducted in a simple way through internal meetings and monitoring of public responses, while the main obstacles are limited staff for managing media, limited facilities, and competition among institutions. Marketing that rests on service quality, Islamic values, and harmonious relations with the community is able to build a positive reputation and increase public trust in the foundation.
References
Books :
Alma, B. (2018). Manajemen pemasaran dan pemasaran jasa. Alfabeta.
Arifudin, O., Tanjung, R., Khadijah, I., Sudirman, A., Rahmah, R. E., Alhally, A., & Palindih, L. I. (2020). Manajemen pemasaran pendidikan. Widina Bhakti Persada.
Arikunto, S. (2013). Prosedur penelitian: Suatu pendekatan praktik. Rineka Cipta.
David, F. R. (2017). Manajemen strategis: Konsep dan kasus. Salemba Empat.
Kotler, P. (2012). Marketing management (Edisi ke-14). Pearson Education.
Kotler, P., & Keller, K. L. (2016). Marketing management (Edisi ke-15). Pearson Education.
Kuncoro, M. (2021). Strategi: Bagaimana meraih keunggulan kompetitif. Erlangga.
Langgulung, H. (2003). Manusia dan pendidikan: Suatu analisa psikologi dan pendidikan. Pustaka Al-Husna.
Moleong, L. J. (2021). Metodologi penelitian kualitatif. PT Remaja Rosdakarya.
Muhaimin. (2015). Manajemen pendidikan Islam: Aplikasinya dalam penyusunan rencana pengembangan sekolah/madrasah. Kencana Prenadamedia Group.
Nata, A. (2014). Manajemen pendidikan Islam. PT Remaja Rosdakarya.
Rangkuti, F. (2021). Analisis SWOT: Teknik membedah kasus bisnis. Gramedia Pustaka Utama.
Sedarmayanti. (2020). Manajemen strategis. Refika Aditama.
Siswanto, H. B. (2006). Pengantar manajemen. Bumi Aksara.
Sugiyono. (2019). Metode penelitian kualitatif. Alfabeta.
Sutrisno, E. (2020). Manajemen sumber daya manusia dan strategi organisasi. Kencana.
Terry, G. R. (2010). Prinsip-prinsip manajemen. Bumi Aksara.
Umar, H. (2020). Strategic management in action. Gramedia Pustaka Utama.
Wibowo, A. (2016). Manajemen kinerja: Teori dan praktik. Rajawali Pers.
Yayasan Rumah Tahfidz Alfazz. (2026). Profil, arsip kegiatan, dan dokumentasi Yayasan Rumah Tahfidz Alfazz. Yayasan Rumah Tahfidz Alfazz.
Journals :
Anggarina, R., Pratama, D., & Wijaya, S. (2025). Media relations management of private university in supporting reputation enhancement. International Journal of Application on Economics and Business, 7(1), 87–101.
Beneke, J. (2011). Marketing the institution to prospective students: A review of brand (reputation) management in higher education. International Journal of Business and Management, 6(1), 29–40.
Fiantini, D., Rahmawati, N., & Hasanah, L. (2025). Strategi content marketing berbasis nilai-nilai Islam dalam meningkatkan reputasi lembaga pendidikan Islam di media sosial. NAAFI: Jurnal Ilmiah Mahasiswa, 1(5), 737–746.
Harditia, R., & Sudadi. (2025). Strategi manajemen humas dalam membangun reputasi sekolah di mata publik. Al-Marsus: Jurnal Manajemen Pendidikan Islam, 3(1), 45–59.
Ma’sum, T. (2025). Eksistensi manajemen pemasaran dalam membangun citra lembaga pendidikan. Intelektual: Jurnal Pendidikan dan Studi Keislaman, 10(2), 55–68.
Mubarok, A., & Niswatin. (2025). Efektivitas branding dalam meningkatkan reputasi lembaga pendidikan Islam. Jurnal Kompetensi Ilmu Sosial, 3(1), 20–35.
Tarigan, R., Siregar, A., & Harahap, M. (2025). Pengaruh reputasi dan pemasaran media sosial terhadap daya saing universitas. Jurnal Riset Akuntansi dan Keuangan, 9(2), 112–128.
Yuliana, D., Setiawan, A., & Irawan, B. (2023). The impact of brand credibility and brand reputation on brand performance. Journal of Business and Management, 10(2), 195–204.
