Integrated Islamic School Marketing Management in Indonesia: Competitive or Business Oriented?

Afiful Ikhwan; Fina Kholij Zukhrufin; Anisah Triyuliasari

doi:10.31538/munaddhomah.v6i2.1759

Authors

Afiful Ikhwan Universitas Muhammadiyah Ponorogo, Indonesia https://orcid.org/0000-0002-6412-3830
Fina Kholij Zukhrufin Sekolah Tinggi Ilmu Tarbiyah Muhammadiyah Bangil Pasuruan, Indonesia https://orcid.org/0009-0009-9330-0961
Anisah Triyuliasari Letiges, Turkey

DOI:

https://doi.org/10.31538/munaddhomah.v6i2.1759

Keywords:

Marketing management, Sekolah Islam Terpadu (SIT), educational branding, competitiveness

Abstract

Marketing management at Integrated Islamic Schools (SIT) is important amidst the tight competition between educational institutions, so a strategy is needed that can balance business orientation, Islamic preaching values, and improving the quality of education in the digital era. This study aims to provide insight into how effective marketing management can improve the competitiveness of SIT in Indonesia while also influencing the number of registrations and stakeholder satisfaction. This study uses a qualitative descriptive approach with data collection techniques through interviews, observations, document analysis, and Focus Group Discussions (FGD). The data obtained were analyzed through the process of reduction, presentation, verification, and conclusion and validated using triangulation to ensure the validity of the findings. The results of the study show that SMPI Al-Azhaar Tulungagung has succeeded in implementing an effective educational marketing management strategy through careful branding planning, organizing resources and promotions, accepting new students, and quality control. School branding is built by prioritizing student achievement, OSIS leadership, publication of written works, and the Class Gazebo acceleration program. Resource organization is carried out by involving teachers, students, and parents in school promotion, while the promotion strategy combines digital and face-to-face media, including the parenting program (MAJELAS). The new student admission process is designed in stages to maintain quality and competitiveness. In contrast, quality control is carried out through evaluation of the quality assurance system and parental cooperation through the MoU. All of these strategies have a positive impact on parental satisfaction, strengthen the school's image, and increase the competitiveness of integrated Islamic educational institutions at the national level. The results of this study imply that planned marketing management, involving all elements of the school and integrating Islamic values, can improve the image, competitiveness, and satisfaction of stakeholders in integrated Islamic educational institutions.

Downloads

Download data is not yet available.

References

Abolhoseini, A., Reza Aminzadeh;, Ahmad Mahmoudi;, & Shaghayaegh Nemati. (2024). The Effect of the Type of Content and Method of Teaching Physical Education on the Quality of Students Leisure Time (a Case Study of Student in the City of Basra, Iraq). Tourism and Leisure Time Journal, 9(17), 263–292. https://doi.org/10.22133/TLJ.2024.447346.1159 The

Adamba, C. (2020). Understanding High School Students’ University Choice: Implications for Marketing and Management of Higher Education in Ghana. In Higher Education Marketing in Africa (pp. 47–78). Springer International Publishing. https://doi.org/10.1007/978-3-030-39379-3_3

Ambarwati, R., & Sari, D. K. (2024). Experiential marketing and Islamic branding: a new perspective on college decision in Islamic higher education. Journal of Islamic Marketing, 15(3), 745–776. https://doi.org/10.1108/JIMA-08-2022-0207

Ataullahjan, A., Mumtaz, Z., & Vallianatos, H. (2019). Family planning, Islam and sin: Understandings of moral actions in Khyber Pakhtunkhwa, Pakistan. Social Science & Medicine, 230, 49–56. https://doi.org/https://doi.org/10.1016/j.socscimed.2019.03.011

Belch, G. E., & Belch, M. A. (2018). Advertising and promotion: An integrated marketing communications perspective. mcgraw-hill.

Bulbul Afrin, A., & Mohiuddin, M. G. (2024). Total Quality Management. In Islamic Operations Management (pp. 96–118). Routledge. https://doi.org/10.4324/9781003289050-9

Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson uk.

Christie, A., & Tippmann, E. (2024). Intended or unintended strategy? The activities of middle managers in strategy implementation. Long Range Planning, 57(1), 102410. https://doi.org/0.1016/j.lrp.2023.102410

Cresswell, J. W. (2015). Penelitian Kualitatif dan Desain Riset: memilih diantara lima pendekatan. Yogyakarta: Pustaka Pelajar.

Dacholfany, M. I., & Ikhwan, A. (2024). Model of Educational Leadership Management in Boarding Schools. Al-Hayat: Journal of Islamic Education (AJIE), 8(1), 1–19. https://doi.org/10.35723/ajie.v8i1.339

DiMartino, C., & Jessen, S. B. (2016). School Brand Management. Urban Education, 51(5), 447–475. https://doi.org/10.1177/0042085914543112

Dimyati, K., Nashir, H., Elviandri, E., Absori, A., Wardiono, K., & Budiono, A. (2021). Indonesia as a legal welfare state: A prophetic-transcendental basis. Heliyon, 7(8), 1–8. https://doi.org/10.1016/j.heliyon.2021.e07865

Doan, T.-T. T. (2020). Factors affecting online purchase intention: A study of Vietnam online customers. Management Science Letters, 2337–2342. https://doi.org/10.5267/j.msl.2020.3.001

Goh, E., Nguyen, S., & Law, R. (2017). Marketing private hotel management schools in Australia. Asia Pacific Journal of Marketing and Logistics, 29(4), 880–889. https://doi.org/10.1108/APJML-09-2016-0183

Hadis Hadi, Masoud Taheri Lari, M. G. (2024). Designing a Qualitative Model of Knowledge Creation with an Innovative Approach in North Khorasan Islamic Azad Universities. Iranian Journal of Educational Research, 3(4), 179–196. https://doi.org/10.22034/3.4.179

Haryati, T. (2024). Interview with the Principal of SMPI Al-Azhar.

Hemsley-Brown, J. (2023). Brand identity and digital transformation. In Business Digitalization (pp. 5–28). Routledge. https://doi.org/10.4324/9781003401285-2

Ikhwan, A. (2020a). Development of Educational Resources in Junior High Schools to Obtain Quality. Cendekia: Jurnal Kependidikan Dan Kemasyarakatan, 18(1), 1–16. https://doi.org/10.21154/cendekia.v1i1.1897

Ikhwan, A. (2020b). Metode Penelitian Dasar (Mengenal Model Penelitian dan Sistematikanya). STAI Muhammadiyah Tulungagung.

Ikhwan, A., & Qomariyah, S. N. (2022). Manajemen Sarana dan Prasarana di Era Disrupsi Sebagai Pendukung Proses Pembelajaran Pasca Pandemi Covid-19. JIE (Journal of Islamic Education), 7(1), 100–114. https://doi.org/10.52615/jie.v7i1.253

Ikhwan, A., & Yuniana, A. N. (2022). Strategy management semi-Islamic boarding schools: case study at Pesantren Anak Soleh (PAS) Baitul Qur’an Gontor. Al-Hayat: Journal of Islamic Education, 6(1), 75–86.

Irdiyanti, D. T., Haryono, H., Oktorina, N., & Awalya, A. (2023). Qualitative study on private school branding in Indonesia: Identifying barriers and strategies for school branding. International Journal of ADVANCED AND APPLIED SCIENCES, 10(12), 100–108. https://doi.org/10.21833/ijaas.2023.12.012

Jafari, A., & Sandıkcı, Ö. (2016). The ontological pitfalls of Islamic exceptionalism: A re-inquiry on El-Bassiouny’s (2014, 2015) conceptualization of “Islamic marketing.” Journal of Business Research, 69(3), 1175–1181. https://doi.org/https://doi.org/10.1016/j.jbusres.2015.09.016

John, S. P., & De Villiers, R. (2024). Factors affecting the success of marketing in higher education: a relationship marketing perspective. Journal of Marketing for Higher Education, 34(2), 875–894. https://doi.org/10.1080/08841241.2022.2116741

Juhaidi, A. (2024). Social media marketing of Islamic higher education institution in Indonesia: a marketing mix perspective. Cogent Business & Management, 11(1). https://doi.org/10.1080/23311975.2024.2374864

Juhaidi, A., Syaifuddin, Salamah, Ma’ruf, H., Yuseran, M., Shapiah, Janah, R., Mudhiah, Saputri, R. A., Muharramah, N., Fuady, M. N., Ramadan, W., & Lisdariani, R. (2024). The effect of brand personality, brand-self congruity, and brand love on E-WOM in Islamic higher education in Indonesia: A mediating effect of brand trust. Social Sciences & Humanities Open, 10, 100955. https://doi.org/https://doi.org/10.1016/j.ssaho.2024.100955

Kahar, M. S., & Daeng Pabalik. (2018). Profil Pendidikan Karakter Mahasiswa Non Muslim dalam Implementasi Al-Islam dan Kemuhammadiyahan. Al-Hayat : Journal of Islamic Education, 2(1), 79–89.

Klokar N, Perevozona I, Dzoba O, & Kulik M. (2021). Development of Fundamental Principles of Educational Innovations Marketing and Management Among Heads of New Ukrainian School. Фінансово-Кредитна Діяльність: Проблеми Теорії Та Практики, 1(36), 453–461. https://doi.org/10.18371/fcaptp.v1i36.228079

Kotler, P., & Armstrong, G. (2023). Princípios de marketing. Bookman Editora.

Kotler, P., Keller, K. L., Brady, M., Goodman, M., & Hansen, T. (2016). Marketing Management 3rd edn PDF eBook. Pearson Higher Ed.

Kumaidah, A. (2024). Interview with Teacher of SMPI Al-Azhaar.

Labib, A. (2022). Tahadduts bi al-ni’mah Perspektif Quraish Shihab dalam Tafsir al-Misbah dan Relevansinya terhadap Pelaku Flexing. Kontemplasi: Jurnal Ilmu-Ilmu Ushuluddin, 10(1), 153–171. https://doi.org/10.21274/kontem.2022.10.1.153-171

Mahendra, R. (2023). 15 Sekolah Menengah Pertama (SMP) Sederajat Terbaik di Tulungagung. Kabar 24.

Mardia. (2011). Manajemen Pendidikan Tinggi Islam dalam Spektrum Blue Ocean Strategy. Ulumuna, XV(1), 141–164. https://doi.org/10.20414/ujis.v15i1.213

Mareta, M., Alimah, A., & Muhammad, M. (2024). Inclusive Education and Justice for Students With Special Needs in Madrasas. Ulumuna, 28(2), 933–960. https://doi.org/10.20414/ujis.v28i2.862

Mehrdad Omidiyan Bavarsad, Fatemeh Noshinfard, & Mohammadreza Farhadpour. (2023). Identifying the Interoperability Factors of Academic Information Systems in Islamic Azad University : A Mixed Research. 10(34), 179–224. https://doi.org/10.22054/jks.2022.70693.1544

Miles, M. B., Huberman, A. M., & Saldaña, J. (2014). Qualitative data analysis: A methods sourcebook. 3rd. Thousand Oaks, CA: Sage.

Mtitu, E. A. (2025). Exploring factors for the introduction and implementation of quality assurance systems in selected higher education institutions in Tanzania. Cogent Education, 12(1). https://doi.org/10.1080/2331186X.2025.2455767

Muttaqin, A., Hamsah, U., & Abror, R. H. (2023). Muhammadiyah, Sufism, and the quest for ‘authentic’ Islamic spirituality. Indonesian Journal of Islam and Muslim Societies, 13(1), 199–226. https://doi.org/10.18326/ijims.v13i1.199-226

Naidoo, R., Gosling, J., Bolden, R., O’Brien, A., & Hawkins, B. (2014). Leadership and branding in business schools: a Bourdieusian analysis. Higher Education Research & Development, 33(1), 144–156. https://doi.org/10.1080/07294360.2013.864612

Perera, C. H., Nayak, R., & Nguyen, L. T. Van. (2022). Social brand engagement and brand positioning for higher educational institutions: an empirical study in Sri Lanka. Journal of Marketing for Higher Education, 32(2), 179–196. https://doi.org/10.1080/08841241.2020.1841068

Pusaka, L. (2011). Kitab Hadits 9 Imam. Lidwa Pusaka i-Software.

Puspitasari, F. F., Sulaiman, A., & Supriyanto, S. (2020). The Integrated Islamic School’S Characteristics and Strategies for Human Resource Supervision. Nidhomul Haq : Jurnal Manajemen Pendidikan Islam, 5(3), 304–320. https://doi.org/10.31538/ndh.v5i3.821

Riofita, H. (2024). Leveraging e-Islamic marketing to solidify marketing performance in the new normal (a lesson from Indonesian private Islamic higher educations). Journal of Islamic Accounting and Business Research. https://doi.org/10.1108/JIABR-05-2023-0152

Shams, A., Sadeghvaziri, F., Norouzi, H., & Falatoon Nejhad, F. (2024). Investigating the Effect of Institution Reputation on Student Loyalty’s Dimensions in the Framework of Relationship Marketing in Higher Education. Journal of Relationship Marketing, 23(4), 244–271. https://doi.org/10.1080/15332667.2024.2348206

Thoif, M., & Sudjanto, B. (2020). Education management in islamic educational institutions in moslem minority areas (Case study of Islamic education foundation in Jayawijaya district). International Journal of Advanced Science and Technology, 29(4 Special Issue), 1541–1545. https://www.scopus.com/inward/record.uri?eid=2-s2.0-85083098598&partnerID=40&md5=1153f55c4880945d9a09145f844b70ee

Utami, N. W., Fahmi, R. A., & Prastya, N. M. (2024). Social Media Marketing at Islamic Higher Education: Reactions, Posts, and Brand Post Contents. Studies in Media and Communication, 12(2), 227. https://doi.org/10.11114/smc.v12i2.6687

Varadarajan, B., & Malone, T. (2018). Branding Strategies of a Private International School. The Qualitative Report. https://doi.org/10.46743/2160-3715/2018.3289

Wong, L.-W., Tan, G. W.-H., Hew, J.-J., Ooi, K.-B., & Leong, L.-Y. (2022). Mobile social media marketing: a new marketing channel among digital natives in higher education? Journal of Marketing for Higher Education, 32(1), 113–137. https://doi.org/10.1080/08841241.2020.1834486

Wulandari, W., Wulan Sari, D., Isa Anshori, M., & Nur Baiti Rohmah, A. (2023). Merdeka Belajar Curriculum Development Design K-13 Revision on PAI in Elementary Education. JMSP (Jurnal Manajemen Dan Supervisi Pendidikan), 7(2), 58. https://doi.org/10.17977/um025v7i22023p56

Yayasan. (2024). Interview with the Chairman of the SMPI Al-Azhaar Tulungagung Foundation.

Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). Services marketing: Integrating customer focus across the firm. McGraw-Hill.