Marketing Mix Stategy at Mamba`ul Ma`arif Islamic Boarding School Jombang

Abdul Fattah Wahab; Amrozi Khamidi; Dewie Trie Wijayati Wardoyo

doi:10.31538/ndh.v7i1.1817

Abdul Fattah Wahab Universitas Negeri Surabaya, Indonesia
Amrozi Khamidi Universitas Negeri Surabaya, Indonesia
Dewie Trie Wijayati Wardoyo Universitas Negeri Surabaya, Indonesia

DOI: https://doi.org/10.31538/ndh.v7i1.1817

Keywords: Strategy, Marketing-Mix, Islamic Boarding School,

Abstract

Currently, competition in education is unavoidable, and many educational institutions are then abandoned by society. The managerial ability to understand the marketing of educational services is a prerequisite in maintaining its existence and increasing the educational institutions. The marketing concept, which was initially only known and applied in profit-oriented organizations, can also be used in non-profit organizations, including Pesantren. Pesantren during the three decades (1997-1998) could be classified into two major types: first, the old or classical type, which is learning about classical Islamic texts; second the new type, namely establishing several schools and madrasah. Pesantren Mamba`ul Ma`arif Denanyar Jombang is included in a new type of Islamic Boarding School. This research attempts to analyze the managerial strategy that`s used in the Pesantren. This research allows qualitative and data sources will be narrated by a descriptive method.

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