Internalisasi Nilai-Nilai Dakwah dalam Bauran Pemasaran Pendidikan
Abstract
This article aims to develop a conceptual framework that integrates Islamic da‘wah values into educational service marketing practices, which have long tended to be commercially oriented. Educational marketing strategies generally refer to the 7Ps of the marketing mix: product, price, place, promotion, people, process, and physical evidence yet their implementation remains dominated by business-oriented perspectives, resulting in limited integration of Islamic ethical and spiritual values. This study employs a qualitative approach through a literature review of research on educational marketing and da‘wah values. Relevant journal articles were identified using the Publish or Perish application linked to Google Scholar. The search was conducted in September 2025 using the keywords “pemasaran, siddiq, tabligh, amanah, fathanah,” with publications restricted to the years 2020–2025. The literature review reveals a strong need to integrate Islamic da‘wah values: siddiq, amanah, tabligh, fathanah, syaja’ah, and uswatun hasanah into educational marketing strategies. These values serve as essential ethical and spiritual foundations for the human resources involved in marketing activities. The internalization of da‘wah values in educational marketing encourages a shift from purely commercial orientations toward a more humanistic, ethical, and spiritually grounded approach. This integration aligns marketing practices with the exemplary character of Prophet Muhammad (peace be upon him), thereby strengthening integrity and trust within educational institutions.
References
Abdullah, A. (2015). Ilmu dakwah: kajian ontologi, epistemologi, aksiologi dan aplikasi dakwah. Citapustaka media Perintis.
Alwy, S. (2010). Dasar-dasar ilmu dakwah. Alpha.
Amin, H. M. (2020). Dakwah Kultural menurut Perspektif Pendidikan Islam. Atta’dib Jurnal Pendidikan Agama Islam, 1(2), 71–84.
Amin, S. M. (2009). Ilmu Dakwah. In Jakarta: Amzah.
Ariyani, R., Hadi, S. & Komariah, N. (2024). Strategi Pemasaran Pendidikan Melalui Media Sosial. Mikraf: Jurnal Pendidikan, 5(2), 1–8.
detiknews. (2023). Sederet Fakta 5 SD Negeri di Ponorogo Ngenes Tak Dapat Murid Baru.
Hakim, A. (2021). Implementasi Perencanaan Pendidikan Dakwah Islam. Fatawa: Jurnal Pendidikan Agama Islam, 1(2), 231–239.
Isa, M., Praswati, A. N., Sari, E. K. & Ramadani, K. D. N. (2023). Strategi Pemasaran Melalui Konten Media Sosial MIM PK Wirogunan. Abdi Psikonomi, 77–83.
Iswahyudi, M. S., Budaya, I., Purwoko, P., Riswanto, A., Lestari, A. A., Widawati, E., Zahara, A. E., Ardyan, E., Nurchayati, N. & Efdison, Z. (2023). Manajemen Pemasaran: Strategi dan Praktek yang efektif. PT. Sonpedia Publishing Indonesia.
Junaris, I. & Haryanti, N. (2022). Manajemen Pemasaran Pendidikan. Eureka Media Aksara.
Kaltimpost. (2023). 99 SD di Semarang tak dapat siswa baru.
Mahmud, M. Y., Hayat, N., Chaniago, F. & Erlianto, M. (2022). Strategi Pemasaran Jasa Pendidikan Dalam Meningkatkan Citra Sekolah. Paramurobi: Jurnal Pendidikan Agama Islam, 5(1), 20–34.
Mubasyaroh, M. (2015). Karakteristik Dan Strategi Dakwah Rasulullah Muhammad Saw Pada Periode Makkah. AT-TABSYIR STAIN Kudus, 3(2), 384–401.
Mukmin, B. (2020). Manajemen Pemasaran Jasa Sekolah Dasar Terpadu. Jurnal Islamic Education Manajemen, V, 97–112.
Muslimin, E., Nurwadjah, N. & Suhartini, A. (2021). Konsep dan metode uswatun hasanah dalam perkembangan pengelolaan pendidikan Islam di Indonesia. MUNTAZAM, 2(01).
Nurbawani, A. (2021). Strategi Kepala Sekolah Dalam Pemasaran Jasa Pendidikan di Lembaga Pendidikan Baru Pada Era Marketing 4.0 (Studi Kasus di SMK BP Subulul Huda). Southeast Asian Journal of Islamic Education Management, 2(1), 52–73.
Nurhisam, L. (2017). Etika marketing syariah. IQTISHADIA Jurnal Ekonomi & Perbankan Syariah, 4(2), 171–193.
Prihatta, H. S. (2018). Pemasaran Dalam Perspektif Ekonomi Islam. Maliyah: Jurnal Hukum Bisnis Islam, 8(1), 96–124.
Rahmawati, R. F. (2016). Kaderisasi dakwah melalui lembaga pendidikan Islam. Tadbir: Jurnal Manajemen Dakwah, 1(1).
Ridla, M. R. & Rifa’i, A. (2017). Suisyanto. Pengantar Ilmu Dakwah: Sejarah, Perspektif, dan Ruang Lingkup (hal. 67–70). Yogyakarta: Samudra Biru.
Riinawati, R. (2020). Marketing Pendidikan Islam Mengupas Strategi Marketing Berbasis Islam. CV. Madani Berkah Abadi.
Rizky, M., Fikriyyah, D., Farid, M., Adzani, R., Maharani, F., Eko, A., Efendi, S. & Rahmawati, I. D. (2024). The Concept of Entrepreneurship Model from an Islamic Perspective. Journal of Islamic and Muhammadiyah Studies, 6(2), 10–21070.
Sugeng, S. (2022). Manajemen Marketing Jasa Pendidikan di Era Digital. Jurnal Manajemen Pendidikan. https://doi.org/10.21009/jmp.v13i1.28335
Wijaya, D. (2012). Pemasaran Jasa Pendidikan. Salemba Empat.
Yandra, R., Mahfudnurnajamuddin, M. & Suriyanti, S. (2024). Implementasi Teknologi dalam Manajemen Pemasaran Pendidikan: Tantangan dan Peluang. Journal of Education Research, 5(2), 2008–2024.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Copyright Notice
Authors who publish in this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
This work is licensed under Creative Commons Attribution-ShareAlike 4.0 International License.
