Model Strategi Pemasaran Lembaga Pendidikan Islam Berbasis Keunggulan Kompetitif: Studi Kasus Di Pondok Pesatren Idrisiyyah Putri Tasikmalaya
Keywords:
Islamic Boarding School Marketing, Competitive Advantage, Sufi Values, Islamic EducationAbstract
This study aims to analyze the marketing strategy model of Islamic educational institutions based on competitive advantage, using a case study of the Idrisiyyah Putri Islamic Boarding School in Tasikmalaya. The focus of the study is on how the institution builds differentiation through Sufi values, manages the marketing mix (7Ps), and utilizes digital branding and alumni networks to increase competitiveness amid increasingly intense competition among Islamic educational institutions. The research method uses a qualitative approach through in-depth interviews, field observations, and documentation analysis. The results show that Idrisiyyah Putri is able to create competitive advantage through the integration of Sufi values in the curriculum and character building system. The consistent application of the 7P marketing strategy contributes to strengthening the institution's image, particularly through service quality, human resource professionalism, and representative physical evidence. In addition, content-based digital branding of santri activities and spiritual narratives has been proven to increase engagement with the community and expand the pesantren's reach. The alumni network and the reputation of the tarekat also encourage the effectiveness of organic marketing, which increases public trust. Overall, the combination of spiritual identity and modern marketing strategies is the foundation for building a sustainable marketing model for Islamic educational institutions.
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