<![CDATA[General Background Modern educational institutions require robust stakeholder relationship strategies to maintain competitiveness and ensure institutional sustainability. Specific Background Pesantren Ar-Rohmah Malang applies Customer Relationship Management to address enrollment fluctuations and build long-term trust with parents. Knowledge Gap Although Customer Relationship Management is widely utilized in corporate sectors, its integration with religious values within traditional boarding school environments remains under-researched. Aims This study analyzes the application of Customer Relationship Management in supporting student enrollment sustainability at Pesantren Ar-Rohmah Malang. Results Qualitative analysis using observations, interviews, documentation, and parental questionnaires reveals that the institution applies three core strategies including customer retention through responsive service, customer acquisition via digital media, and customer loyalty driven by parental satisfaction. However, the institution faces challenges such as one-way communication patterns, unintegrated customer data, and suboptimal technological utilization. Novelty This research distinctly contextualizes corporate relationship frameworks within a religious educational setting by synthesizing administrative practices with Islamic principles. Implications Educational institutions must transition toward two-way communication models and adopt integrated data systems to sustain enrollment numbers and institutional loyalty. Highlights: Responsive service directly secures parental satisfaction and word-of-mouth recommendations. Unintegrated data systems and one-way communication currently restrict long-term institutional loyalty. Synthesizing administrative frameworks with religious principles creates a holistic stakeholder approach. Keywords: Customer Relationship Management, Islamic Boarding School, Educational Innovation, Parental Loyalty, Service Quality]]>
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