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All Journal Jurnal Studi Komunikasi Jurnal Administrasi Publik : Public Administration Journal JURNAL DIVERSITA Attazakki: Jurnal Kajian Ilmu Pendidikan Islam dan Humaniora AL-FURQAN International Journal of Social Science and Business Jurnal Sains Sosio Humaniora Journal of Education, Humaniora and Social Sciences (JEHSS) Pelita Masyarakat Jurnal Ilmu Pemerintahan, Administrasi Publik, dan Ilmu Komunikasi (JIPIKOM) Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) AT-TAZAKKI: Jurnal Kajian Ilmu Pendidikan Islam dan Humaniora Innovative: Journal Of Social Science Research
Abdul Haris
Universitas Medan Area
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Neuroscience Physics Public Health Social Sciences Other

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MARKETING COMMUNICATION STRATEGIES IN ISLAMIC EDUCATIONAL INSTITUTION: BETWEEN DA’WAH AND BRANDING Abdul Haris; Siti Salwa Binti Bahari; Selamat Riadi; Fauji Wikanda
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 5 No. 6 (2025): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/morfai.v5i6.4491

Abstract

This article discusses the marketing communication strategies implemented by Islamic educational institutions in the context of their dual role as a means of da'wah (Islamic outreach) and an effort to build the institution's image (branding). In an era of increasingly fierce educational competition, Islamic educational institutions are required to adapt to modern communication developments without abandoning the Islamic values ​​that define their identity. This research uses a qualitative descriptive approach, incorporating literature studies and observations of marketing communication practices in several Islamic educational institutions. The results indicate that effective marketing communication strategies in Islamic educational institutions must be based on the principles of honesty, trustworthiness, and brotherhood, and must be able to package da'wah messages creatively and relevantly to community needs. Institutional branding is built not only through promotion but also through the quality of education, teacher exemplary behavior, and an Islamic environment. Thus, marketing communication in Islamic educational institutions serves a dual function: as a da'wah medium that spreads Islamic values, and as a means of building public trust and loyalty to the institution.
Co-Authors Adriyani Sihite Agung Suharyanto Amanah Surbakti Bahrum Jamil Br Surbakti, Kiki Aulia Cindy Putri Devi Eka Yulita Tarigan Effiati Juliana Hasibuan Fauji Wikanda Ferri Effendi Hadynda Wahyusuci Hasrat Efendi Samosir Hasrat Effendi Samosir Ishak Ali Muda Kusmanto, Heri Lahmudin Lubis Lahmudin Lubis Maijatul Akmal Marlina Nadhirotul Husnah Panggabean Nefi Darmayanti Nefi Darmayanti Nona Halmiaty Selamat Riadi Sella Novia Siti Hawa Lubis Siti Mardiana Siti Salwa Binti Bahari Taufik Wal Hidayat, Taufik Wal Vella Aticha Waridah Waridah