Implementation Sharia Marketing Management Strategy to Develop of Islamic Boarding School Institutions
Keywords:
Implementation; marketing; Management; Islamic; Boarding SchoolAbstract
This study explores sharia marketing management strategies in the development of Islamic boarding schools through a case study conducted at Pesantren Almiftah Lamongan. The research employs a qualitative case study approach, with data collected through interviews, observations, and documentation. The findings reveal that the pesantren implements a holistic and value-oriented marketing strategy grounded in the principles of honesty, trustworthiness, and public welfare throughout its marketing practices. The institution adopts a hybrid marketing model that integrates digital strategies with traditional pesantren networks, while the Kyai plays a central role as an ethical guide who positions marketing as a form of da’wah rather than purely economic activity. This study proposes a conceptual framework for Islamic marketing that emphasizes ethical, educational, and spiritual dimensions, thereby contributing both to the development of Islamic marketing theory and to practical strategies for pesantren advancement.
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