Spiritual Marketing Gontor dalam Mempertahankan Positioning

Authors

  • Mohammad Hatta Fahamsyah Universitas Airlangga Surabaya

DOI:

https://doi.org/10.21111/tsaqafah.v16i1.4337

Keywords:

Marketing, Positioning, Spiritual Marketing

Abstract

AbstractPondok Modern Darussalam Gontor (PMDG) is one of the most prominent boarding school-based educational institutions in Indonesia that is more than 90 years old and never advertise in any media. The purpose of this study is to uncover the PMDG positioning and its strategy in maintaining its position as an educational institution in the current era of globalization. This study uses a phenomenological approach with conducting interviews with respondents, namely senior teachers and alumni. The results of this study found that PMDG determines its positioning as a community service oriented educational institution and the existence of the PMDG admission tutorial course and also the boarding school established by its alumnus make it a very effective marketing channel. Marketing channels that are formed naturally are one concrete example of a new concept, namely spiritual marketing.Keywords: Marketing, Positioning, Spiritual Marketing, Educational Institution, Boarding School. AbstrakPondok Modern Darussalam Gontor (PMDG) merupakan salah satu lembaga pendidikan berbasis pesantren ternama di Indonesia. Usianya sudah lebih dari 90 tahun, namun dalam rentang usia itu, uniknya pondok ini sama sekali tidak melakukan promosi iklan lewat media apapun. Tujuan penelitian ini adalah untuk mengungkap positioning PMDG dan strateginya dalam mempertahankan positioning-nya sebagai lembaga pendidikan di era globalisasi saat ini. Penelitian ini menggunakan pendekatan fenomenologi dengan wawancara kepada para responden yaitu guru senior dari PMDG di pusat, PMDG cabang dan alumni yang telah berkarir di luar pondok. Hasil penelitian ini menemukan bahwa PMDG menentukan positioning-nya sebagai lembaga pendidikan yang berorientasi pada kemasyarakatan. Selain itu juga didukung dengan adanya lembaga-lembaga bimbingan masuk gontor dan pondok-pondok pesantren yang didirikan oleh para alumninya. Hal inilah yang menjadi saluran pemasaran yang sangat efektif. Saluran-saluran pemasaran yang terbentuk secara alami merupakan salah satu contoh nyata dari sebuah konsep baru yaitu spiritual marketing.Kata Kunci: Pemasaran, Positioning, Spiritual Marketing, Lembaga Pendidikan, Pesantren.

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References

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Submitted

2020-05-10

Accepted

2020-06-18

Published

2020-05-18

Issue

Vol. 16 No. 1 (2020): Islamic Economics

Section

Articles

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