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All Journal EDUKASI
Muharam, Asep Toni
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Religion Humanities Education Other

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Local Needs-based Marketing Strategies of Madrasah Aliyah in Rural Areas Muharam, Asep Toni; Nugraha, Mulyawan Safwandy; Sudaryo, Yoyo; Sofiati, Nunung Ayu; Mubarok, Dadan Abdul Aziz
EDUKASI: Jurnal Penelitian Pendidikan Agama dan Keagamaan Vol. 23 No. 1 (2025): EDUKASI: Jurnal Penelitian Pendidikan Agama dan Keagamaan
Publisher : Badan Litbang dan Diklat Kementerian Agama RI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32729/edukasi.v23i1.2174

Abstract

This study investigates the implementation of local-needs-based marketing strategies at MA Al-Wasilah Lil Hasanah, a Madrasah Aliyah in Warungkiara, Sukabumi, West Java, Indonesia, where educational access is often constrained in rural areas. Employing a qualitative case study approach, data were collected through in-depth interviews, participatory observations, and document analysis. The findings demonstrate that a hybrid marketing model, integrating community-based engagement with digital strategies, significantly enhances student enrollment and community trust. Traditional methods, such as religious gatherings and social events, foster strong local connections, while digital marketing, despite infrastructural challenges, broadens outreach. By aligning strategies with socio-cultural values, the madrasah strengthens its sustainability and public confidence. This research offers practical insights for optimizing marketing in Islamic schools and highlights the potential of hybrid models for global Islamic educational institutions facing similar challenges. Further studies are recommended to explore the long-term efficacy of digital marketing in rural education settings.
Co-Authors Dadan Abdul Aziz Mubarok Dadan Abdul Aziz Mubarok Mulyawan Safwandy Nugraha Sofiati, Nunung Ayu Yoyo Sudaryo