Strategi Pemasaran Dalam Meningkatkan Jumlah Santri Di Rumah Qur’an Taqi Kecamatan Alang-Alang Lebar Kota Palembang

Abstract

The sustainability of non-formal Islamic educational institutions is highly influenced by their ability to implement effective marketing strategies in attracting prospective students. Although digital marketing has become increasingly dominant, offline marketing remains relevant in communities characterized by strong religious and social interactions. This study aims to analyze the offline marketing strategies implemented by Rumah Qur'an Taqi, Alang-Alang Lebar District, Palembang City, in increasing the number of students. This research employed a qualitative descriptive approach using observation, in-depth interviews, and documentation as data collection techniques. The findings reveal that Rumah Qur'an Taqi applies several offline marketing strategies, including word-of-mouth promotion, printed media such as brochures and banners, direct interaction with the community, and participation in religious events. Among these strategies, word of mouth is the most effective because it builds public trust through recommendations from parents and the surrounding community. The implementation of these strategies has contributed to an increase in student enrollment from five students in 2024 to thirteen students in 2026. The study concludes that community-based offline marketing remains an effective strategy for strengthening institutional reputation and increasing student enrollment in non-formal Islamic educational institutions.