Marketing Islamic Education in a Multicultural Society: : Challenges and Inclusive Strategies

Rintan Afida; Siti Aimah; Fathiyah Fakhruddin

doi:10.29240/belajea.v10i1.12803

Authors

Rintan Afida Universitas KH. Mukhtar Syafaat Blokagung, Indonesia
Siti Aimah Universitas KH Mukhtar Syafaat Blokagung, Indonesia
Fathiyah Mohd. Fakhruddin Universiti Putra Malaysia, Malaysia https://orcid.org/0000-0001-6014-5082

DOI:

https://doi.org/10.29240/belajea.v10i1.12803

Keywords:

Islamic Education Marketing, Multicultural Society, Challenges, Inclusive Strategy

Abstract

This study examines the marketing strategy MTS Generasi Emas Denpasar Bali applied to promote Islamic education amid a multicultural society with a majority of non-Muslims. With a descriptive qualitative approach and case study, data were obtained through interviews, observations, and documentation. The sampling technique used was purposive sampling to ensure the participation of relevant informants. Data analysis techniques were carried out interactively according to Miles et al., including data collection, reduction, presentation, and conclusion drawing. Triangulation of sources, methods, and theories was used to test the validity of the data. The results showed three main strategies: internal strengthening Islamic values, adaptive communication with multicultural communities, and inclusive branding. These strategies reflect efforts to maintain Islamic identity while building social harmony and cross-cultural understanding. This research contributes a contextual model of inclusive Islamic education marketing that can be applied in plural societies, emphasising the importance of balance between preserving religious identity and social integration.

Downloads

Download data is not yet available.

References

Abd. Warits. “The Implementation of the Doblin Innovation Model in Strengthening Competitive Advantage at Islamic Religious Higher Education Institutions in Madura.” Belajea: Jurnal Pendidikan Islam 9, no. 2 (2024): 69–86.

Abu-Ras, Wahiba, Basil H Aboul-Enein, Fatmah Almoayad, Nada Benajiba, and Elizabeth Dodge. “Mosques and Public Health Promotion: A Scoping Review of Faith-Driven Health Interventions.” Health Education & Behaviour 51, no. 5 (2024): 677–90.

Aderibigbe, Semiyu Adejare, Mesut Idriz, Khadeegha Alzouebi, Hussain AlOthman, Wafa Barhoumi Hamdi, and Assad Asil Companioni. “Fostering Tolerance and Respect for Diversity through the Fundamentals of Islamic Education.” Religions 14, no. 2 (2023): 212.

Afida, Rintan Arikda Dwi, Siti Aimah, and Bannaga Taha Elzubair Hussen. “Building Harmony in Diversity: Pesantren Strategies to Resolve Cultural Conflicts in Non-Muslim Communities.” Journal of Islamic Education Research 5, no. 3 (2024): 265–80.

Aimah, Siti, Muhammad Nasih, Nihayatul Wafiroh, and Fathiyah Mohd Fakhruddin. “Engaging Generation Z: Marketing Innovations in Islamic Boarding Schools for Sustainability.” Al-Tanzim: Jurnal Manajemen Pendidikan Islam 8, no. 3 (2024): 874–88.

Altinyelken, Hülya Kosar. “Critical Thinking and Non-Formal Islamic Education: Perspectives from Young Muslims in the Netherlands.” Contemporary Islam 15, no. 3 (2021): 267–85.

Ambarwati, Rita, and Dewi Komala Sari. “Experiential Marketing and Islamic Branding: A New Perspective on College Decision in Islamic Higher Education.” Journal of Islamic Marketing 15, no. 3 (2024): 745–76.

Asim, Mian, Azmat Rasul, and Donghee Shin. “Effective Cross-Cultural Advertising: Moderating Roles of Ethnic Identity and Religiosity in Pitching Controversial vs. Non-Controversial Products to Diasporic Communities.” Journal of Intercultural Communication Research 51, no. 1 (2022): 22–41.

Baihaqi, Musawir. “Implementation of Multicultural Education in Indonesia.” EDUTEC: Journal of Education and Technology 4, no. 3 (2021): 504–26.

Brooks, Melanie C, Jeffrey S Brooks, Agus Mutohar, and Imam Taufiq. “Principals as Socio-Religious Curators: Progressive and Conservative Approaches in Islamic Schools.” Journal of Educational Administration 58, no. 6 (2020): 677–95. https://doi.org/10.1108/JEA-01-2020-0004.

Bryan, Mersine A, Yolanda Evans, Carlie Morishita, Nikita Midamba, and Megan Moreno. “Parental Perceptions of the Internet and Social Media as a Source of Pediatric Health Information.” Academic Paediatrics 20, no. 1 (2020): 31–38.

Budnyk, Olena, Marek Rembierz, Tanya Fernanda Arbeláez-Encarnación, Magda Julissa Rojas-Bahamón, Diego Felipe Arbeláez-Campillo, Alexander Chinchoy, and Nataliia Matveieva. “Formation of Tolerance in the Inclusive Environment of an Educational Institution.” Amazonia Investiga 11, no. 56 (2022): 305–19.

Demchenko, Iryna, Borys Maksymchuk, Valentyna Bilan, Iryna Maksymchuk, and Iryna Kalynovska. “Training Future Physical Education Teachers for Professional Activities under the Conditions of Inclusive Education.” BRAIN. Broad Research in Artificial Intelligence and Neuroscience 12, no. 3 (2021): 191–213.

Dollinger, Mollie, Belinda D’Angelo, Ryan Naylor, Andrew Harvey, and Marian Mahat. “Participatory Design for Community-Based Research: A Study on Regional Student Higher Education Pathways.” The Australian Educational Researcher 48, no. 4 (2021): 739–55.

Dong, Jianwei, Sangah Lee, Chih-hsuan Wang, and David M Shannon. “Impact on Social Capital and Learning Engagement Due to Social Media Usage among the International Students in the US.” Education and Information Technologies 28, no. 7 (2023): 8027–50.

Dunbar-Morris, Harriet, Chrissi Nerantzi, Melita Panagiota Sidiropoulou, and Lucy Sharp. “Exploring (in) Dependent Learning in a Cross-Institutional Project about Perceptions of Learning.” Distance Education 44, no. 2 (2023): 380–400.

Essomba, Miquel Àngel, Maria Nadeu, and Anna Tarrés Vallespí. “Young Educators’ Voices on Interfaith Dialogue and Religious Diversity in Leisure Time Education: Towards an Effective Policy Framework and Training.” Religions 14, no. 11 (2023): 1378.

Evan, Tomáš, and Vladimír Holý. “Cultural Diversity and Its Impact on Governance.” Socio-Economic Planning Sciences 89 (2023): 101681.

Fan, Keng Hang Frankie. “An Inter-Ethnic Interpretation of Tourism Conflicts and Collaboration.” Tourism Management 103 (2024): 104891.

Farwati, Wiwik Wida. “Strategic Approaches to Islamic School Marketing in Predominantly Non-Muslim Regions.” Journal of Educational Management Research 3, no. 2 (2024): 71–85.

Feijoo, Beatriz, Simón Bugueño, Charo Sádaba, and Aurora García-González. “Parents’ and Children’s Perception of Social Media Advertising.” Comunicar: Media Education Research Journal 29, no. 67 (2021): 93–103.

Fitriani, Mohamad Iwan. “Islamic Religious Education and Interreligious Tolerance in a Multi-Religious Country: Challenges, Typological Implications, and the Proposed Strategy.” Ulumuna 27, no. 1 (2023): 416–48.

Frey, Erika, Catriona Bonfiglioli, Melissa Brunner, and Jane Frawley. “Parents’ Use of Social Media as a Health Information Source for Their Children: A Scoping Review.” Academic Paediatrics 22, no. 4 (2022): 526–39.

Gupta, Aditi, Ying Liu, Tsung-Cheng Lin, Qichen Zhong, and Tad Suzuki. “Listening to Diverse Voices: Inclusive Pedagogy and Culturally Responsive Teaching for Library Interactions.” Reference Services Review 52, no. 1 (2024): 66–85.

Haq, Shoaib Ul, and Ray Yiu-keung Kwok. “Encountering ‘the Other’ in Religious Social Media: A Cross-Cultural Analysis.” Social Media+ Society 10, no. 4 (2024): 20563051241303364.

Heggernes, Sissil Lea. “A Critical Review of the Role of Texts in Fostering Intercultural Communicative Competence in the English Language Classroom.” Educational Research Review 33 (2021): 100390.

Idi Warsah, Ruly Morganna, Berliani Aslam Alkiromah Warsah, and Bizikrika Hably Hudaya Warsah. “Applying Positive Psychology Principles in Islamic Education: A Conceptual Review.” Belajea: Jurnal Pendidikan Islam 9, no. 2 (2024): 87–118.

Ishii, Yudai, and Keiichi Ogawa. “An Analysis of School-Based Management on Learning Achievement in Senegal Primary Education.” Educational Process: International Journal 13, no. 2 (2024): 72–89. https://doi.org/10.22521/edupij.2024.132.5.

John, Surej P, and Rouxelle De Villiers. “Factors Affecting the Success of Marketing in Higher Education: A Relationship Marketing Perspective.” Journal of Marketing for Higher Education 34, no. 2 (2024): 875–94.

Kornbluh, Mariah, Jennifer Wilking, Susan Roll, Lindsay Banks, Haley Stone, and Jessica Candela. “Learning and Doing Together: Student Outcomes from an Interdisciplinary, Community-Based Research Course on Homelessness in a Local Community.” Journal of Community Engagement and Scholarship 13, no. 1 (2022).

Kruja, Genti. “Interfaith Harmony through Education System of Religious Communities.” Religion & Education 49, no. 1 (2022): 104–17.

Liu, Kai, Jidong Yang, and Hongwei Zou. “Cultural Heterogeneity, Social Policy, and Economic Growth in China.” China Economic Review 62 (2020): 101501.

Made Made Saihu and Abdul Aziz. “ Implementasi Metode Pendidikan Pluralisme Dalam Mata Pelajaran Pendidikan Agama Islam.” Belajea: Jurnal Pendidikan Islam 5, no. 1 (2020): 131–50.

Malik, Muh Syauqi, and Maslahah Maslahah. “Revitalisation of the Concept of Educational Axiology: Perspectives of Islamic Philosophy.” Belajea: Jurnal Pendidikan Islam 6, no. 2 (November 30, 2021): 121. https://doi.org/10.29240/belajea.v6i2.2590.

Mamun, Md Abdullah Al, Carolyn A Strong, and Md Abul Kalam Azad. “Islamic Marketing: A Literature Review and Research Agenda.” International Journal of Consumer Studies 45, no. 5 (2021): 964–84.

Miles, M B, A M Huberman, and J Saldana. Qualitative Data Analysis. SAGE Publications, 2014. https://books.google.co.id/books?id=3CNrUbTu6CsC.

Morgan, Haydn, Andrew Parker, and Naomi Marturano. “Community-Based Intervention and Marginalised Youth: Inclusion, Social Mobility and Life-Course Transition.” Journal of Education and Work 33, no. 5–6 (2020): 327–42.

Muslimany, Raqib, Anzar Otaibi, and Frugo Shaikh. “Designing a Holistic Curriculum: Challenges and Opportunities in Islamic Education.” Journal on Islamic Studies 1, no. 1 (2024): 52–73.

Muhaemin, Muhaemin, Rusdiansyah Rusdiansyah, Mustaqim Pabbajah, and Hasbi Hasbi. “Religious Moderation in Islamic Religious Education as a Response to Intolerance Attitudes in Indonesian Educational Institutions.” Journal of Social Studies Education Research 14, no. 2 (2023): 253–74.

Muslih, Muhammad. “The Efforts of Islamic Religious Education Teachers in Fostering Student Morals.” Belajea: Jurnal Pendidikan Islam 6, no. 1 (June 21, 2021): 27. https://doi.org/10.29240/belajea.v6i1.2114.

Napitupulu, Dedi Sahputra, and Syawal Fahmi. “Pendidikan Islam Muslim Minoritas (Kasus Di Eropa Barat).” Belajea: Jurnal Pendidikan Islam 5, no. 1 (May 22, 2020): 37–50. https://doi.org/10.29240/belajea.v5i1.938.

Nasution, Hambali Alman. “Implementation of Islamic Religious Education Curriculum.” Belajea: Jurnal Pendidikan Islam 6, no. 1 (June 21, 2021): 1. https://doi.org/10.29240/belajea.v6i1.1815.

Ojala, Camilla. “Youth-Led Interfaith Dialogue in Building Positive Peace: Case Study of Together for Finland.” Social Justice 1 (2021): 2.

Okoh, Onum Friday, David Sehemba Batur, Angelina Okewu Ogwuche, Afolayan Ayokunle Fadeke, and Yewande Adeyeye. “The Influence of Digital Health Literacy Education on Adolescent Risk Behaviours: A Cross-Cultural Study of Japan and Uruguay.” International Journal of Advanced Research Publication and Reviews 2, no. 1 (2025): 49–66.

Onwuegbuzie, Anthony J, and Rebecca K Weinbaum. “Mapping Miles and Huberman’s Within-Case and Cross-Case Analysis Methods onto the Literature Review Process.” Journal of Educational Issues 2, no. 1 (2016): 265–88.