STRATEGI PEMASARAN DALAM MENINGKATKAN JUMLAH SANTRI DI PONDOK PESANTREN DARUL ‘ULUM KABUPATEN JOMBANG

ABSTRACT

Marketing Strategy to Increase the Number of Santri at the Darul' Ulum Islamic Boarding School, Jombang Regency

Abdurrohman Mumtaza
Fakultas Ekonomi Universitas Darul’Ulum
abdurrohmanmumtaza@gmail.com

Dosen Pembimbing :
1. Rubait Dasururi,SE.,M.Si
2. Ach.Muzajjad,SE.,M.Si

This research aims to determine the appropriate marketing strategy in increasing the number of students at the Darul 'Ulum Islamic boarding school and also the influence of marketing strategies on increasing the number of Islamic boarding school students, either directly or indirectly. This type of research is field research which is descriptive in nature. The data sources used in this research are primary data and secondary data. Data collection techniques include observation, interviews, documentation, and questionnaire collection. The data analysis procedure uses quantitative methods with a descriptive approach which is intended to investigate a condition, situation or other event, then the results will be presented in the form of a research report. This research used a sample of 60 respondents. The sampling in this study used a purposive sampling technique based on the characteristics of santri guardians, alumni and the community around the boarding school who had visited or were familiar with the Darul 'Ulum Islamic boarding school. The test equipment used in this study was the research instrument test. From the results of this test it can be concluded that product marketing strategies and promotional marketing strategies have a significant influence on increasing the number of students at the Darul 'Ulum Islamic boarding school.

Keywords: Marketing Strategy, Number of Students, Islamic Boarding School