STRATEGI PEMASARAN PENDIDIKAN PONDOK PESANTREN BALI BINA INSANI DI TENGAH MASYARAKAT NON-MUSLIM

Abstrak

This research specifically aims to find out the marketing strategy of the Bali Bina Insani Islamic Boarding School and the challenges and obstacles in developing Islamic education and maintaining its existence in a non-Muslim society. The research method used in this study is a qualitative research method with a case study approach. Data collection techniques were carried out through interviews, interviews were conducted by one Madrasah Tsanawiyah head, Islamic boarding school caretaker and one non-Muslim teacher, along with two students at the Bali Bina Insani Islamic Boarding School, observation, and documentation which were then tested using the triangulation method and analyzed using Miles and Hubarman's theory. in the form of data reduction, data presentation, drawing conclusions, and data verification. The results showed that the marketing education strategy carried out by the Bali Bina Insani Islamic Boarding School in getting students at their institution was through distributing brochures, banners, outreach to Muslim schools and villages in Bali, and utilizing advertisements on social media, but what is far more important is maintain the good image of the boarding school so that by word of mouth the existence and existence of the boarding school will be spread. And the supporting factors include the existence of an organization of guardians of students who are enthusiastic about participating in broadcasting and outreach, the challenge is that the increasing number of Islamic schools in Denpasar causes a decrease in quantity.