Etika Pemasaran Pendidikan dalam Perspektif Islam

Abstract

This study aims to examine how Islamic marketing ethics shape value-based marketing strategies at SMK Miftahul Ulum Cimerak. Unlike conventional marketing approaches that are persuasion-oriented, Islamic boarding schools build legitimacy through social relations, public morality, and religious symbols. This study uses a library research method, which combines primary sources such as the Qur'an, hadith, and fiqh muamalah rules with secondary sources such as educational marketing theory (Kotler & Fox), relationship marketing (Grönroos), service-dominant logic (Vargo & Lusch), and pesantren social studies (Geertz). The results of the analysis show that the four pillars of Islamic ethics—ṣidq, amānah, ukhuwah, and the prohibition of gharar—function as non-transactional marketing capital that generates trust capital, legitimacy capital, and network capital. School marketing practices are reflected through information transparency, community-based religious relations, and humanistic public representation on social media, which form organic word-of-mouth-based promotion. This study confirms that educational marketing from an Islamic perspective is not merely normative ethics, but a sustainable strategy model relevant to educational institutions in rural areas.