International Journal Corner of Educational Research

Digital Marketing for Islamic Educational Institutions: Optimization of Websites, Social Media, and Online Student Admission

Humaeroh Humaeroh, Jauzaa Rihhadatul Aisy, Siti Patimah, Rifyal Ahmad Lugowi — Tue, 06 Oct 2026 00:00:00 +0000

Advancements in digital technology are prompting Islamic educational institutions to shift their marketing strategies from conventional models to digital marketing. Digital marketing serves not merely as a promotional tool but also as a communication strategy to build institutional image and public trust, while facilitating the new student admission process. This article aims to analyze digital marketing strategies specifically through the optimization of websites, social media, and online admission systems within Islamic educational institutions. The study employs a qualitative approach, utilizing a literature review method to examine sources related to educational marketing, social media, websites, branding, and student admissions. The findings indicate that websites function as official information hubs and social media as platforms for engagement and image enhancement, while online admission systems link promotional efforts directly to the student enrollment process. The effectiveness of these strategies depends on content consistency, the quality of human resources, information credibility, and the ability to uphold Islamic educational values. Consequently, digital marketing must be managed in an integrated and sustainable manner that prioritizes public trust. This comprehensive framework provides a foundation for modernizing the outreach efforts of madrasahs and Islamic boarding schools in an increasingly competitive global education market.

Segmentation, Targeting, and Positioning Analysis of Islamic Educational Institutions Based on Public Preferences in the Educational Competition Era

Innaky Syahrul Fitri, Ria Triana Sari, Siti Patimah, Rifyal Ahmad Lugowi — Tue, 06 Oct 2026 00:00:00 +0000

The increasingly diverse educational competition encourages Islamic educational institutions to understand community characteristics and preferences in making educational choices. This study aims to analyze the segmentation, targeting, and positioning (STP) of Islamic educational institutions based on public preferences in the era of educational competition. A descriptive quantitative approach was utilized, involving 100 respondents. Data were collected through questionnaires and analyzed using frequency distributions, percentages, and mean scores. The results reveal five community preference groups, with the strengthening of Islamic values being the largest preference at 29.0%, followed by academic quality at 24.0%. The targeting stage demonstrates that groups oriented toward Islamic values and academic quality are the primary targets based on segment size and preference levels. Regarding positioning, the strengthening of Islamic values and education achieved the highest mean score of 4.58, followed by academic quality (4.46) and educator competence (4.38). These findings indicate that the position of Islamic educational institutions in public perception is shaped by combining Islamic identity with quality educational delivery. Ultimately, this research provides implications for developing STP strategies oriented toward community preferences to navigate educational competition.

Building Positive Work Behavior in Islamic Education Human Resources Through Transformational - Prophetic Synergy: A Literature Review

Fahrudin Yusuf, Baharudin Abdullah, Anis Zohriah, Abdul Muin — Wed, 07 Oct 2026 00:00:00 +0000

The quality of Islamic education heavily depends on the positive work behavior of human resources (HR) that transcends mere technical competency. However, literature examining the synergy between transformational leadership and Islamic organizational culture as a systematic entity in shaping such behavior remains scarce. This study aims to formulate a theoretical construct regarding the synergy of transformational leadership and Islamic organizational culture in shaping the positive work behavior of Islamic education HR. Using a library research method, data were collected from books and reputable journal articles published between 2015 and 2025, and then analyzed using content analysis techniques. The findings produced the "Transformatif-Profetik Leadership Synergy Model," which integrates the dimensions of transformational leadership with prophetic values (siddiq, amanah, tabligh, fathonah, rahmah). This synergy is proven to shift the HR psychological contract from transactional to transcendental, which in turn shapes three dimensions of positive work behavior: Spiritual Organizational Citizenship Behavior (S-OCB), meaningful Work Engagement, and Proactive Innovative Behavior. Theoretically, this study bridges the gap between conventional management theories and Islamic normative values. Practically, this model provides strategic guidelines for Islamic education institution leaders in recruiting, developing, and evaluating HR based on spiritual values.

Madrasah and Pesantren Branding: Building the Image of Excellent Islamic Educational Institutions

Asep Ariffudin, Emil Maliki, Siti Patimah, Rifyal Ahmad Lughowi — Wed, 07 Oct 2026 00:00:00 +0000

Madrasahs and pesantren (Islamic boarding schools) in Indonesia face both challenges and opportunities in building and maintaining their image as excellent educational institutions in an era of global competition and digitalization. This article aimed to analyze effective branding strategies for Islamic educational institutions by integrating Islamic values as core values. Utilizing a systematic literature review approach, this study examines recent literature on marketing management and educational branding in Islamic contexts. The analysis indicates that constructing an institutional image of excellence requires a paradigm shift from traditional institutions to professionally managed entities. Key strategies include: (1) formulating differentiation based on the integration of general science and religious studies, (2) implementing integrated image communication through digital branding and public relations, and (3) maintaining a balance between da'wah (proselytization) orientation and managerial professionalism. The article concludes that the success of madrasah and pesantren branding depends on their ability to consistently articulate an authentic brand identity across all communication channels. The practical implication of this study is a conceptual model that institutional managers can adopt to enhance competitiveness and public image. Future research is recommended to empirically test the effectiveness of these strategies and explore stakeholder perceptions in depth.

Islamic Education Islamic Education Pricing Strategy: Tuition Fees, Scholarships, and Social Justice

Sarni Sarni, Syafira Nur Azizah, Siti Patimah, Rifyal Ahmad Lughowi — Thu, 08 Oct 2026 00:00:00 +0000

Pricing strategy is one of the important aspects of managing Islamic educational institutions because it is closely related to financial sustainability, the quality of educational services, and affordability for the community. This study aimed to analyze the concept of pricing strategy in Islamic education, particularly in the implementation of tuition fees, scholarships, cross-subsidies, and the principle of social justice. The study employs a qualitative approach using a library research method through a review of various relevant scholarly articles and academic sources, particularly publications from the past five years. The data were analyzed descriptively and analytically by identifying concepts, comparing research findings, and synthesizing various findings regarding Islamic education financing strategies. The results of the review indicate that pricing strategy in Islamic education should not only be oriented toward meeting the financial needs of educational institutions but should also consider students’ economic capacity, service quality, transparency, efficiency, accountability, and institutional sustainability. Tuition fees should be determined based on reasonable educational costs and accompanied by scholarship mechanisms, cross-subsidies, and fee reductions for students with limited economic resources. Furthermore, diversifying funding sources through waqf, zakat, infaq, sadaqah, government assistance, and community participation can reduce institutions’ dependence on tuition fees. Therefore, an appropriate pricing strategy in Islamic education is a strategy that is able to balance the financial sustainability of educational institutions with the principles of justice, public benefit, and equal access to education in order to achieve social justice.

Customer Relationship Management (CRM) in Enhancing the Retention of Students, Parents, and Alumni

Syaripuddin Muhsin, M. Zidannurival, Siti Patimah, Rifyal Ahmad Lughowi — Thu, 15 Oct 2026 00:00:00 +0000

Customer Relationship Management (CRM) is a managerial approach that can be applied by Islamic educational institutions to build, maintain, and strengthen long-term relationships with their stakeholders. In the context of Islamic boarding schools (pesantren), CRM has a strategic role in increasing student retention, strengthening parents’ trust, and maintaining alumni engagement with the institution. This article aimso analyze the implementation of Customer Relationship Management in improving the retention of santri, Parents (walisantri), and alumni. This study employs a qualitative descriptive approach. Data were collected through observation, interviews, and documentation related to the management of relationships between the pesantren and its santri, walisantri, and alumni. Data analysis was conducted through data reduction, data presentation, and conclusion drawing and verification. The findings indicate that CRM can be implemented through effective communication, improved service quality, information management, the utilization of digital technology, and active involvement of santri, walisantri, and alumni. Well-managed relationships can increase stakeholder satisfaction, trust, loyalty, and engagement with the pesantren. Therefore, CRM can serve as a strategic management approach to support institutional sustainability by strengthening retention and fostering long-term relationships with all pesantren stakeholders.