MODEL GUERILLA MARKETING MUTU DALAM STRATEGI BRANDING KEUNGGULAN KHAS PESANTREN SALAF DALAM MENGHADAPI PERSAINGAN
DOI:
https://doi.org/10.34125/jmp.v11i1.1617Keywords:
Guerilla Marketing Mutu, pesantren salaf, branding pendidikan IslamAbstract
This study aims to analyze and formulate the Quality Guerilla Marketing Model as a branding strategy for the distinctive advantages of salaf Islamic boarding schools in facing competition with formal educational institutions. This research is motivated by the challenges of salaf Islamic boarding schools in communicating their substantive quality in the midst of the dominance of educational institutions that rely on formal promotion and modernization of the system. The research uses a qualitative approach with the type of case study carried out at the Salafiyah Syafi'iyah Islamic Boarding School Sukorejo Bangorejo Banyuwangi. Data collection techniques include in-depth interviews, participant observations, and documentation studies, while data analysis is carried out using the Miles and Huberman interactive model with data validity checks through triangulation of sources and techniques. The results of the study show that the branding of salaf pesantren is built through substantive qualities that are alive in daily educational practices, strong cultural relations, and the authority of kiai as the main social legitimacy. In addition, pesantren implement selective adaptation to modern technology and systems as a competitiveness strategy without eliminating the identity of the salaf.
References
Abdul Salam, F. (2024). Architectural mediations: the reconfiguration of Muslim urban Life in 20th century Istanbul.
Aderus, A., Masse, R. A., Rahman, A., Syam, A., & Subaeh, S. T. N. M. (2024). RELIGIOUS MODERATION AND TRANSNATIONAL ISLAMIC IDEOLOGY. Journal of Islamic Studies, 28(1), 485–509.
Ahmed, R. R., Qureshi, J. A., Štreimikienė, D., Vveinhardt, J., & Soomro, R. H. (2020). Guerrilla marketing trends for sustainable solutions: Evidence from SEM-based multivariate and conditional process approaches. Journal of Business Economics and Management, 21(3), 851–871.
Aidulsyah, F. (2023). The rise of urban Salafism in Indonesia: The social-media and pop culture of new Indonesian Islamic youth. Asian Journal of Social Science, 51(4), 252–259.
Alsheikh, L. (2024). The impact of surprise guerilla marketing on customer behavior. Innovative Marketing, 20(1), 227.
Amin, M., & Andi Marjuni, Y. (2025). Implementation of Digital Education in the Development of Noble Morals In Students Of Al-Ikhlas Ujung Islamic Boarding School Bone Regency. Cuestiones de Fisioterapia, 54(3), 5403–5422.
Arifin, A. Z., Sofia, A., & Hidayah, I. (2022). Revisiting Literacy Jihad Programs of ‘Aisyiyah in Countering the Challenges of Salafism. Religions, 13(12), 1174.
Auliyah, R., Nasih, M., & Agustia, D. (2025). Determinants of business success at Sunan Drajat Islamic Boarding School, east java Indonesia. Cogent Business & Management, 12(1), 2492828.
Babu, E., & Joseph, N. M. (2024). Unravelling the Power of Guerrilla Marketing in Shaping Brand Image; A Conceptual Odyssey. Authorea Preprints.
Bahar, V. S., & Hasan, M. (2025). # Fakefamous: how do influencers use disinformation to establish long-term credibility on social media? Information Technology & People, 38(6), 2441–2476.
Barrow, C. (2023). A comparative study of how political journalists in four European countries reported on the coronavirus pandemic. University of Westminster.
Budiharso, T., Bakri, S., & Sujito. (2023). Transformation of Education System of the Pesantren in Indonesia from the Dutch Colony to Democratic Era. Journal of Social Studies Education Research, 14(4), 179–206.
Budiman, A. M., Fatahillah, M., & Akib, A. R. M. (2025). STRATEGIC MANAGEMENT PRACTICES IN PESANTREN: INNOVATIONS FOR ENHANCING EDUCATIONAL QUALITY AND ORGANIZATIONAL SUSTAINABILITY. MOJEM: Malaysian Online Journal of Educational Management, 13(2), 86–97.
Chekhratova, O., & Pedyk, S. (2024). Social media platforms as a tool for promoting educational institutions.
Competition, T.-E., Atmaja, D. S., Fachrurazi, L. A. S., Asmanto, E., & Sukardi, B. (2023). ISLAM AND THE STRUGGLE FOR MULTICULTURALISM IN SINGKAWANG, WEST KALIMANTAN. Journal of Islamic Studies, 27(1), 172–200.
Dahlan, Z., Tanjung, M., Asari, H., & Wibowo, B. S. (2025). CELEBRITY ULAMA’: opportunities for the commodification of religion and the values of Islamic education Das’ ad Latif. Cogent Arts & Humanities, 12(1), 2492427.
El Ashfahany, A., Jihad, M. R., Kurniawati, N. N., Hidayat, S., & Mustofa, T. A. (2024). Balanced scorecard approach to measuring the performance of a non-profit organization: Case study on a Waqf-based Pesantren in Indonesia. Problems and Perspectives in Management, 22(2), 600.
Faisal, A., Pabbajah, M., Abdullah, I., Muhammad, N. E., & Rusli, M. (2022). Strengthening religious moderatism through the traditional authority of kiai in Indonesia. Cogent Social Sciences, 8(1), 2150450.
Fatmawati, E., Suhartov, B., Dahlan, M., Suhma, W. K., & Yudiawan, A. (2023). Challenges of educational management in the islamic higher education sector based on pesantren. Journal of Educational and Social Research, 13(6), 105.
Futaqi, S., & Mashuri, S. (2022). Multicultural Leadership of Kiai for Managing Diversity in Indonesian Context: Spiritual, Intellectual, and Social Integration. Cultural Management: Science and Education, 6(2), 57–73.
Gunawan, H., & Fajri, K. (2023). The implementation of character education values in Islamic boarding schools in Banten. Proceeding of Annual International Conference on Islamic Education and Language (AICIEL), 849–862.
Hadi, M. (2022). Formalization of Education Management: A Challenge to Indonesia’s Traditional Pesantren System. Eurasian Journal of Educational Research (EJER), 101.
Hanif, M., Suwito, H., Mubaroq, A. C., & Dharin, A. (2024). Pesantren Resistance to Indonesia’s National Curriculum to Defend Its Curriculum Model. Revista de Gestão Social e Ambiental, 18(7), 1–32.
Hasbullah, H., Wilaela, W., Masduki, M., Jamaluddin, J., & Rosidi, I. (2022). Acceptance of the existence of salafi in the development of da’wah in Riau Islamic Malay society. Cogent Social Sciences, 8(1), 2107280.
Hasif, N. (2023). Muslim immigrant identifications in Mexico’s YouTube Sphere. International Journal of Latin American Religions, 7(2), 482–520.
Hermawan, W., Supriyadi, T., & Kurniawan, C. S. (2025). Designing a Pedagogical Model for Islamic Legal Literacy and Religious Moderation in Contemporary Digital Contexts. Journal of Social Studies Education Research, 16(3), 209–237.
Hristov, G. (2024). Stupidity, Imitation and Becoming. 16th Deleuze and Guattari Studies Conference: Intelligence, Instituting, Archiving. Book of Abstracts, 8-10 July 2024, 58.
Husaeni, M. F., Kosasih, A., & Supriadi, U. (2023). Challenging gender mainstreaming through the narrative of Islamic youth organization: A case study on Persis in Indonesia. Asian Journal of Women’s Studies, 29(1), 97–120.
Husni, M., & Rohmah, E. S. (2024). Analysis of Comprehensive Traditional Pesantren Values. ISAR Journal of Arts, Humanities and Social Sciences, 2(8), 88–95.
Irawan, B. (2022). Islamic boarding schools (pesantren), Sufism and environmental conservation practices in Indonesia. HTS Teologiese Studies/Theological Studies, 78(4).
Islamic, G., Ishaq, M., & Dayati, U. (2024). Character education through philosophical values in traditional Islamic boarding schools. Kasetsart Journal of Social Sciences, 45(1), 31–42.
Jain, V., Mogaji, E., Sharma, H., & Babbili, A. S. (2024). A multi-stakeholder perspective of relationship marketing in higher education institutions. Journal of Marketing for Higher Education, 34(2), 502–520.
Jarašūnienė, A., & Išoraitė, M. (2024). Guerrilla advertising cases study in public transport. Business: Theory and Practice, 25(2), 625–634.
Jarašūnienė, A., Išoraitė, M., & Engelaitis, R. (2024). Green and Guerilla Marketing in Public Transport. International Conference on Reliability and Statistics in Transportation and Communication, 531–541.
Karim, A., Fathurohman, O., Sulaiman, S., Marliani, L., Muhammadun, M., & Firmansyah, B. (2025). How do principals act as leaders and managers in boarding and public schools in Indonesia? Cogent Education, 12(1), 2445354.
Karim, A., Fathurrohman, O., Muhammadun, Saripudin, W., Rahmat, D., & Mansir, F. (2023). Altruistic works, religion, and corruption: Kiai s’ leadership to shape anti-corruption values in pesantren. Cogent Social Sciences, 9(1), 2238968.
Khamidi, A. (2024). Madrasah Diniyah Education Services in Pasuruan Regency. Pakistan Journal of Life & Social Sciences, 22(2).
Kurt, M. (2023). Radical habitus: Trajectories of youth radicalization in Turkey. Current Anthropology, 64(6), 692–710.
Lesley, G. M. (2024). A Growing Dome in the Clouds of Everest: An Applied Anthropology Project in the High Himalaya.
Macfarlane, B. (2024). The DECAY of Merton’s scientific norms and the new academic ethos. Oxford Review of Education, 50(4), 468–483.
Macfarlane, B., Bolden, R., & Watermeyer, R. (2024). Three perspectives on leadership in higher education: Traditionalist, reformist, pragmatist. Higher Education, 88(4), 1381–1402.
Mailhot, C., & Lachapelle, M. D. (2024). Teaching management in the context of Grand Challenges: A pragmatist approach. Management Learning, 55(2), 167–191.
Makruf, J., & Asrori, S. (2022). In the making of Salafi-based Islamic schools in Indonesia. Al-Jami’ah: Journal of Islamic Studies, 60(1), 227–264.
Malhotra, R., Massoudi, M., & Jindal, R. (2023). An alumni-based collaborative model to strengthen academia and industry partnership: The current challenges and strengths. Education and Information Technologies, 28(2), 2263–2289.
Malik, A. (2024). New variants of ultra-conservative Islamic schools in Indonesia: A study on Islamic school endeavor with Islamic group movement. Power and Education, 16(1), 14–28.
Margolin, D., & Zelin, A. (2024). Jihadist governance and statecraft. Washington Institute.
Marheni Muhammad, C. L. (2024). The Concept of Islam Nusantara as Viewed by Indonesian Muslim Intellectuals: Proponents and Opponents.
Maulidati, Z., & Abbott, P. (2024). A postphenomenological study of the digital experience of Islamic boarding school graduates transitioning to university education. Communications of the Association for Information Systems, 55, 1004–1029.
Morse, S. (2024). Giving and Receiving: Faith and the sustainability of institutions providing microfinance services for development. Sustainability, 16(5), 1923.
Muhajir, A. (2022). Inclusion of pluralism character education in the Islamic modern boarding schools during the pandemic era. Journal of Social Studies Education Research, 13(2), 196–220.
Mustofa, Marijan, K., Romadhoni, M., & Setiawan, B. (2023). How to deal and negotiate with the campus environment? female students’ experiences in reconstructing gender identity. Journal of Ethnic and Cultural Studies, 10(3), 18–34.
Nakissa, A. (2023). Islamic Universities in Egypt and Indonesia as Tools of Liberal Governance: How States Use them to Canonize Reformed Versions of Islam. Oxford Journal of Law and Religion, 12(3), 423–454.
Ningrum, L. P., & Abdullah, T. (2025). Negotiating modernization in village tourism amidst efforts to preserve traditional culture. Journal of Heritage Tourism, 1–22.
Noor, H. (2022). Perpetuating Loyalty: Parental Influence on Early Radicalization in Indonesia. Asian Studies: Journal of Critical Perspectives on Asia, 58(2).
Nugroho, Y. E., Widodo, S. T., Wasino, & Pardi. (2024). Patriarchal hegemony of Javanese kings power in Wulang Putri text. Cogent Arts & Humanities, 11(1), 2335778.
Nurtawab, E., & Wahyudi, D. (2022). Restructuring traditional Islamic education in Indonesia: Challenges for pesantren institution. Studia Islamika, 29(1), 55–81.
Palange, A. (2022). Islamic education and activism in theory and practice: the case of two online e-learning institutes. UCL (University College London).
Pasian, C. (2024). Beyond traditional support: the active role of women as ISIS propaganda disseminators and recruiters.
Raya, M. K. F. (2025). Digital Islam: New space for authority and religious commodification among Islamic preachers in contemporary Indonesia. Contemporary Islam, 19(1), 161–194.
Rijal, S. (2025). Pursuing hijrah to Salafi path: urban Muslim youth and the quest for self-transformation in Indonesia. Contemporary Islam, 19(1), 101–121.
Rohman, A., Muhtamiroh, S., Imron, A., & Miyono, N. (2023). Integrating traditional-modern education in madrasa to promote competitive graduates in the globalization era. Cogent Education, 10(2), 2268456.
Sabaruddin, H., & Mastur, S. (2023). Problems And Solutions Of The Arts Of Recurring The Qur’an In Developing The Character Of Students At The Nurul Qur’an Boarding School, Lombok Central Province Of West Nusa Tenggara. Journal of Namibian Studies, 33.
Santerini, M. (2023). Juvenile extremism: integration and educational models. Understanding Radicalization in Everyday Life, 93.
Savirani, A., Rafiq, D., & Baulch, E. (2024). Sharia cooperatives and mosque ecosystems: The devolution of halal entrepreneurship in Indonesia. Asian Studies Review, 48(1), 86–101.
Schwoon, B., Schoeneborn, D., & Scherer, A. G. (2024). Enacting a grand challenge for business and society: Theorizing issue maturation in the media-based public discourse on COVID-19 in three national contexts. Business & Society, 63(4), 869–919.
SHELLY, C. S., SARAVANAN, P. V, & alexandar, Y. (2022). Influence Of Guerilla Marketing On Student Enrolment. Journal of Positive School Psychology, 6(6).
Singh, B., & Goyal, S. (2024). “Unacademy”: journey from online disruptor to omnichannel EdTech. Emerald Emerging Markets Case Studies, 14(4), 1–35.
Siyono. (2023). Implementasi Nilai Humanis Dalam Pendidikan Pesantren. In Esensi Nilai-Nilai Keagamaan. https://files.osf.io/v1/resources/saepu/providers/osfstorage/6521e860512801025d2a3bbf?action=download&direct&version=1#page=24
Song, M., Guo, L., & Shen, J. (2023). The relationship between alumni network and exploratory innovation: The mediating role of enterprise risk-taking. Sustainability, 15(22), 15705.
Tamburini, F. (2025). The History of the Algerian Islamic High Council: Promoting and Preserving the “True Islam” for National Unity and Stability. Journal of Asian and African Studies, 60(8), 4790–4806.
Yuli, N. G., Maharika, I. F., & Eckardt, F. (2023). THE ARCHITECTURE OF PESANTREN: CURRENT ISSUES, CHALLENGES AND PROSPECT FOR DESIGN FRAMEWORK. Journal of Islamic Architecture, 7(4).
Zhuang, T., & Tao, Z. (2024). What lessons can university education learn from outside the ivory tower: insights from engineering alumni. Teaching in Higher Education, 29(4), 970–986.
