The 7P Marketing Mix and Islamic Values in Educational Institutions: A Library Research Study of Islamic Service Marketing StrategiesThe
https://doi.org/10.54012/ijcer.v5i1.881
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Keywords:
Educational Services, Institutional Credibility, Islamic Values, Marketing Strategy, Public TrustAbstract
Competition among Islamic educational institutions has increased alongside public demands for service quality, program relevance, transparency, and institutional credibility. This condition requires educational marketing to be managed as an integral part of educational services rather than merely as a promotional activity. This study aims to analyze the application of the 7P marketing mix in Islamic educational institutions and its integration with Islamic values. The study employed a qualitative library research approach with descriptive-analytical analysis. Data were obtained from relevant scholarly literature on service marketing, educational marketing, Islamic educational management, and Islamic marketing. The findings indicate that product, price, place, promotion, people, process, and physical evidence provide a strategic framework for strengthening institutional attractiveness, service quality, and competitiveness. Their implementation needs to be guided by honesty, trustworthiness, justice, public benefit, transparency, and social responsibility. The integration of these principles strengthens public trust, institutional credibility, and sustainable educational management. This study concludes that Islamic values can serve as an ethical and evaluative foundation for implementing the 7P marketing mix in Islamic educational institutions.
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