MARKETING MIX PONDOK PESANTREN DALAM MEMBANGUN BRAND IMAGE (STUDI DESKRIPTIF KUALITATIF PADA PONDOK PESANTREN FAJRUL AMANAH BOGOR)

Irfan Rauzan Mursyida, NIM.: 19107030120 (2023) MARKETING MIX PONDOK PESANTREN DALAM MEMBANGUN BRAND IMAGE (STUDI DESKRIPTIF KUALITATIF PADA PONDOK PESANTREN FAJRUL AMANAH BOGOR). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Pondok Pesantren is a boarding school-based religious education institution that prioritizes the spread of Islamic knowledge, scientific ethics and the formation of individuals who are ready to plunge into society. The new Islamic boarding school in question is the Fajrul Amanah Islamic Boarding School, Gunung Putri District, Bogor Regency. In the marketing aspect of the new Islamic boarding school, it is hoped that the Islamic boarding school will be able to compete and build the Islamic boarding school brand image. The method used is a qualitative descriptive approach using the 7P Marketing Mix concept. From the results obtained in this study, it is suggested that the use of marketing mix can be studied by the Fajrul Amanah Islamic Boarding School in Bogor by carrying out periodic development so that it can be effective and optimal in building brand image.

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