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All Journal SOSIOEDUKASI : JURNAL ILMIAH ILMU PENDIDIKAN DAN SOSIAL Didaktika: Jurnal Kependidikan
Zainal Muttaqin
UIN Sultan Maulana Hasanuddin Banten
Education Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Marketing Strategy of Islamic Educational Institutions in Indonesia: Systematic Literature Review Bayu Pramono; Ahmad Rifauidn; Zainal Muttaqin; Anis Fauzi; Rijal Firdaos
Didaktika: Jurnal Kependidikan Vol. 14 No. 3 Agustus (2025): Didaktika Jurnal Kependidikan
Publisher : South Sulawesi Education Development (SSED)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58230/27454312.2338

Abstract

This study aims to explore effective marketing strategies to maintain the existence of Islamic Educational Institutions in Indonesia, The method used in this study is a literature review (Systematic literature review) whose data is obtained by reviewing articles on the Google Scholar database site. The results of the study concluded that there are 5 steps of marketing strategy for Islamic educational institutions. First, Determining Customer Value (School Vision and Mission). Second, Determining Segmenting, Targeting, and positioning. Third, Determining the Marketing Mix (Excellence of Educational Products or Services, Competitive Prices, Selection of Strategic School Locations and Comfortable Rooms for Learning, Efficient and Effective Promotion, Competent Human Resources, Complete Infrastructure, Accountable, Friendly, Fast and Quality Educational Service Process). Fourth, direct marketing is achieved by creating a website, optimizing IG, TikTok, and YouTube, installing banners, distributing brochures, and advertising on radio and newspapers. Fifth, Indirect Marketing Through Soft Community Service, Student Achievement, the number of alumni who enter their favorite schools/PTN/Education Abroad, and job matching with companies so that alumni can get job access.
MARKETING MANAGEMENT OF ISLAMIC HIGHER EDUCATION IN INDONESIA SYSTEMATIC LITERATURE REVIEW AND META-ANALYSIS: MANAJEMEN PEMASARAN PENDIDIKAN TINGGI ISLAM DI INDONESIA SYSTEMATIC LITERATURE REVIEW DAN META-ANALISYS Bayu Pramono; Ahmad Rifaudin; Zainal Muttaqin; Enung Nugraha; Naf'an Tarihoran
SOSIOEDUKASI Vol 14 No 4 (2025): SOSIOEDUKASI : JURNAL ILMIAH ILMU PENDIDIKAN DAN SOSIAL
Publisher : Fakultas Keguruan Dan Ilmu Pendidikan Universaitas PGRI Banyuwangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36526/sosioedukasi.v14i4.5648

Abstract

Islamic higher education institutions in Indonesia face significant challenges in marketing management due to increasing competition and the demands of digital transformation in the era of globalization. This study aims to comprehensively analyze the implementation of marketing management in Islamic higher education through a systematic literature review and meta-analysis of empirical studies published between 2021 and 2024. The study used the PRISMA protocol methodology by analyzing five high-quality articles from the ERIC, ScienceDirect, and PubMed databases using a random-effects model for meta-analysis. The results showed that experiential marketing had the highest effectiveness with a pooled effect size of 0.82 (95% CI: 0.75-0.88, p<0.001), followed by Islamic branding with an effect size of 0.78 (95% CI: 0.72-0.84, p<0.001), marketing mix with 0.75 (95% CI: 0.68-0.81, p<0.01), digital marketing with 0.70, and social promotion with 0.68. Forest plot and funnel plot analyses confirmed the absence of publication bias and validated the reliability of the findings. The study concluded that Islamic higher education institutions should adopt a multi-strategy approach that prioritizes experiential marketing and Islamic branding as core strategies, supported by the implementation of a comprehensive marketing mix and context-specific digital marketing. This research contributes to the development of an evidence-based marketing framework that integrates Islamic values with modern marketing theory, providing practical guidance for enhancing the competitiveness of Islamic higher education institutions in Indonesia.
Co-Authors Ahmad Rifaudin Ahmad Rifauidn Anis Fauzi Bayu Pramono Enung Nugraha Naf'an Tarihoran Rijal Firdaos