The  Tahfidz Program and Educational Marketing Strategy: A Study of Institutional Excellence at Al Madina Islamic Elementary School, Semarang

Wisam Muwaffaq Rahid; Fatkurroji

doi:10.29240/ajis.v11i1.17113

Authors

Wisam Muwaffaq Rahid UIN Walisongo Semarang, Indonesia
Fatkurroji UIN Walisongo Semarang, Indonesia

DOI:

https://doi.org/10.29240/ajis.v11i1.17113

Keywords:

Tahfidz Program, Competitive Advantage, Educational Marketing Strategy, Islamic Elementary School, School Competitiveness

Abstract

This study aims to analyze the role of the tahfidz program as a superior value in the education marketing strategy at SD Islam Al Madina, Semarang City, as well as examine the management of the tahfidz program from the perspective of Islamic education management. The phenomenon studied departs from the increasing competition of Islamic educational institutions in building an image through superior programs based on religious values. This research uses a qualitative approach with a case study type. Data were collected through semi-structured interviews, participatory observations, and documentation, with participants consisting of principals, tahfidz teachers, school staff, parents of students, and the surrounding community. Data analysis uses Miles and Huberman's interactive model which includes data reduction, data presentation, and conclusion drawn. The results of the study show that the tahfidz program is managed systematically through the POAC (planning, organizing, implementation, and evaluation) function that is integrated with the school's religious culture. The tahfidz program is also positioned as a superior value in the education marketing strategy through the formation of the image of Qur'anic-based schools, strengthening legitimacy through partnerships with Pondok Yanbu'ul Qur'an Kudus, and the publication of spiritual value-based activities. In addition, the perception of parents and the community shows a positive response because the tahfidz program is considered an investment in children's character and spiritual education. This study concludes that the tahfidz program does not only function as a learning activity, but also as a strategic instrument in branding Islamic education that is able to increase public trust and interest. The implications of this research provide a theoretical contribution to the development of value-based Islamic education management, as well as practical implications for school managers in optimizing superior programs as an education marketing strategy.

Downloads

Download data is not yet available.

References

Aspers, P., & Corte, U. (2021). What is qualitative in qualitative research. Qualitative Sociology, 44(4), 599–608.

Azizah, N., & Mubarok, H. (2024). The institutional legitimacy of pesantren in building public trust in tahfidz-based Islamic schools. Journal of Islamic Education Nusantara, 8(1), 66–81.

Baihaqi, A., & Miskiyah, A. Z. (2025). Muhammadiyah's education marketing strategy in increasing the competitiveness of Islamic educational institutions. JIIP - Scientific Journal of Educational Sciences, 8(11), 12370–12379.

Campbell, S., Greenwood, M., Prior, S., Shearer, T., Walkem, K., Young, S., Bywaters, D., & Walker, K. (2020). Purposive sampling: Complex or simple? Research case examples. Journal of Research in Nursing, 25(8), 652–661.

Creswell, J. W., & Poth, C. N. (2021). Qualitative inquiry and research design: Choosing among five approaches (5th ed.). SAGE Publications.

Firmansyah, R., & Dewi, N. K. (2023). The differentiation strategy of Islamic schools based on religious programs in increasing the competitiveness of educational institutions. Journal of Islamic Education Administration, 5(2), 112–126.

Fauziah, L., & Rahman, A. (2023). Parents' perception of tahfidz education in shaping the character of elementary school-age children. Journal of Character Education, 14(2), 145–159.

Harahap, M., & Fitriani, D. (2022). Islamic education is based on tahfidz as a moral fortress of the digital generation. Journal of Islamic Education, 11(3), 301–316.

Huda, M., & Anshori, I. (2023). Parental involvement in supporting the success of tahfidz programs in Islamic elementary schools. Journal of Islamic Religious Education, 20(1), 55–68.

Indriani, F., Diba, F., Ubaedullah, D., & Pratama, A. I. (2021). Education marketing strategies in improving the image of Islamic educational institutions. Journal of Isema: Islamic Educational Management, 6(2).

Kholis, M., & Prasetyo, A. (2022). Religious culture as a strategy to strengthen the image of Islamic schools. Indonesian Journal of Islamic Education, 7(1), 77–91.

Latifah, N., & Karim, A. (2022). Transparency in the evaluation of Islamic education in increasing public trust. Journal of Islamic Education Management, 7(2), 133–148.

Mahendra, R., & Salsabila, F. (2021). The religious culture of the school and its influence on the social image of Islamic educational institutions. Journal of Islamic Education, 9(2), 177–191.

Maisah, M., Sofwatillah, S., Mahmud, M. Y., & Putra, S. (2024). The implementation of 7P as a strategic marketing strategy for junior high school Islamic education. Journal of Education Research, 5(4).

Nurfadillah, S., Hidayat, T., & Wahyudi, D. (2021). Formation of religious character through the tahfidz Al-Qur'an program in Islamic elementary schools. Journal of Basicedu, 5(6), 5132–5140.

Nuraini, L., & Saputra, M. (2024). Partnership of Islamic boarding schools and schools in strengthening the branding of tahfidz-based education. Nidhomul Haq: Journal of Islamic Education Management, 9(1), 44–58.

Nurazizah, S., Zohriah, A., & Supardi, S. (2023). Marketing strategy for Qur'an tahfidz program education to increase public trust in PPTQ Ibn Abbas Serang. Innovative: Journal of Social Science Research.

Ramadhani, S., & Yusuf, M. (2022). Parents' motivation to choose tahfidz-based Islamic elementary schools in the digital era. Journal of Islamic Education Management, 6(4), 211–226.

Ridwan, I. M., & Febriani, H. (2024). Marketing strategy for educational services in improving the quality of schools at the Persis 84 Islamic Boarding School at the Mu'allimin/Aliyah level. AL-IBANAH, 9(1), 19–30.

Rizkiyah, L., & Fadlilah, N. (2022). Religious culture in strengthening the Qur'an tahfidz program in Islamic elementary schools. Journal of Obsession: Journal of Early Childhood Education, 6(5), 4821–4830.

Safitri, E., & Maulana, R. (2024). Evaluation of tahfidz programs based on the quality of Islamic education in elementary schools. Ta'dibuna: Journal of Islamic Education, 13(1), 88–102.

Sarohmad, S. (2023). Islamic education marketing strategy. FIKROTUNA: Journal of Islamic Education and Management, 12(1), 181–196.

Stahl, N. A., & King, J. R. (2020). Expanding approaches for research: Understanding and using trustworthiness in qualitative research. Journal of Developmental Education, 44(1), 26–28.

Syamsuddin, S., & Hidayah, U. (2022). Religious experience and parental loyalty to tahfidz-based Islamic schools. Ta'dibuna: Journal of Islamic Education, 11(4), 401–415.

Ulinuha, U. (2025). Promotion strategies of educational institutions in increasing the attractiveness of the community. Al-Fatih: Journal of Islamic Studies.

Wibowo, A., & Khadijah, S. (2021). Relational marketing in building public loyalty to Islamic educational institutions. Journal of Educational Management, 9(3), 210–223.