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All Journal Afkarina : Jurnal Pendidikan Agama Islam
Muhammad Durrin Ni’am
Nurul Jadid University, Paiton, Indonesia
Religion Humanities Decision Sciences, Operations Research & Management Social Sciences

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The Power of Word-of-Mouth: Understanding the Dynamics of Organic Marketing in Faith-Based Educational Institutions Muhammad Durrin Ni’am; Rifka Jannatul Firdausiyah; Moh Kamil; Siti Nur Aviatun Hasanah; Moh Rofik; Annisa Tri Ananda Dewi; Ittaqillah Haitsuma Kunta; Abu Hasan Agus R
AFKARINA: Jurnal Pendidikan Agama Islam Vol 10, No 1 (2025): JUNI
Publisher : Universitas Nurul Jadid

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33650/afkarina.v10i1.15096

Abstract

This study analyzes how word-of-mouth (WOM) is used as an organic marketing strategy in faith-based educational institutions, especially its influence on the perception and decisions of prospective students. The research was conducted by quantitative surveys, collecting data from active students, alumni, and parents through structured questionnaires and supporting documents from institutions. The results show that the positive experiences of students, the credibility of mentors and teachers, and recommendations from senior students and alumni greatly influence the decision of prospective students. Data analysis showed positive experiences contributed the most, followed by the credibility of sources and peer recommendations. This confirms that direct interaction is more influential than formal promotion. Digital media is only an additional channel of information, while interpersonal interaction remains a major factor in the effectiveness of WOM. This study concludes that WOM in faith-based educational institutions runs through social interaction and trusted personal networks, thus becoming an effective and efficient marketing strategy. The implication of this research is that institutional managers can improve their reputation and attract prospective students by creating positive experiences, strengthening the role of mentors and seniors, and documenting original testimonials to optimize organic marketing strategies.
Neuro-Marketing in Islamic Education: An Analysis of Emotional and Spiritual Influences in Parents' Decision to Choose a School Zackyl Musthofa; Muhammad Kholilurrohman; Muhammad Thoiful Abrar; Ida Kusumawati; Unzilah Khomairotus Shiyamah; Siti Khofsah; Muhammad Durrin Ni’am; Abdullah Abdullah
AFKARINA: Jurnal Pendidikan Agama Islam Vol 10, No 2 (2025): DESEMBER
Publisher : Universitas Nurul Jadid

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33650/afkarina.v10i2.15108

Abstract

This study aims to examine the influence of emotional and spiritual factors in parents' decision to choose an Islamic school, with a focus on Madrasah. This study uses a qualitative method with an exploratory-interpretive approach, through in-depth interviews, direct observations, and Focus Group Discussions (FGD) with parents of students and the school. The results of the study showed that parents' decisions were influenced by emotional factors, such as concerns about negative environmental influences, and spiritual factors, which included expectations for the formation of Islamic morals and the blessings of education. The two work simultaneously and complement each other, which leads to the decision to choose a school that not only provides academic education, but also prioritizes religious values. These findings also show that tahfidz Islamic boarding schools are a concrete manifestation of the integration of emotional and spiritual factors in parental decisions. This study concludes that in-depth religious education and strong character development are the main considerations for parents in choosing a school. The implication of this study is that the marketing strategy of Islamic education needs to consider the emotional and spiritual dimensions, in addition to the academic aspect, to attract parents' interest in choosing an educational institution
Transforming Traditional Preaching Through Digital Marketing for More Effective Islamic Education Moh. Kamil; Rifka Jannatul Firdausiyah; Muhammad Durrin Ni’am; Moh. Rofik; Ittaqillah Haistuma Kunta; Siti Nur Aviatun
AFKARINA: Jurnal Pendidikan Agama Islam Vol 10, No 2 (2025): DESEMBER
Publisher : Universitas Nurul Jadid

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33650/afkarina.v10i2.15109

Abstract

This study aims to examine how transforming traditional da'wah through the use of digital marketing can increase the effectiveness of Islamic education, both in terms of disseminating knowledge and reaching a wider audience. The method used in this study is a qualitative approach with literature review and in-depth interviews. Data was collected through relevant sources such as scientific articles, books, and discussions with digital da'wah practitioners and Islamic educators. The results show that integrating traditional da'wah with digital marketing can expand access to Islamic education, accelerate the dissemination of information, and enhance interaction with audiences. The use of digital platforms such as social media, blogs, and podcasts can attract the interest of the younger generation to become more actively involved in da'wah activities and Islamic education. The implication of this study is that traditional da'wah needs to adapt to technological developments to increase its effectiveness. The use of digital marketing in the context of Islamic education opens new opportunities for broader dissemination of knowledge and creates innovative ways for Muslims to learn and interact with da'wah.
Co-Authors Abdullah Abdullah Abu Hasan Agus R Annisa Tri Ananda Dewi Ida Kusumawati Ittaqillah Haistuma Kunta Ittaqillah Haitsuma Kunta Moh Kamil Moh Rofik Moh. Kamil Moh. Rofik Muhammad Kholilurrohman Muhammad Thoiful Abrar Rifka Jannatul Firdausiyah Siti Khofsah Siti Nur Aviatun Siti Nur Aviatun Hasanah Unzilah Khomairotus Shiyamah Zackyl Musthofa