THE STRATEGY OF PESANTREN LEADER IN MANAGING THE MARKETING OF EXECELLENT EDUCATION

Pendidikan berkeunggulan tidak hanya lahir dari sekolah umum tetapi juga dapat lahir dari pesantren yang memiliki konsep pendidikan berkeunggulan seperti di Pondok Pesantren Darussalam Puncak, yaitu IICP (International Islamic Class Program). Tujuan penelitian ini, pertama, mendeskripsikan strategi pemimpin dalam promosi pendidikan berkeunggulan di Pondok Pesantren Darusalam Puncak Pamekasan. Kedua, mendeskripsikan implementasi perencanaan pemasaran pendidikan berkeunggulan. Ketiga, mendeskripsikan pemenuhan kebutuhan logistik untuk pendidikan berkeunggulan. Penelitian ini menggunakan pendekatan kualitatif dengan jenis studi kasus. Metode pengumpulan data dilakukan melaluiwawancara, observasi, dan dokumentasi. Analisis data menggunakan model interaktif. Keabsahan data dilakukan dengan uji kredibilitas, transferabilitas, dependabilitas dan konfirmabilitas. Hasil penelitian menunjukkan, pertama, strategi promosi pendidikan berkeunggulan dilakukan dengan sosialisasi pada wali santri. Promosi juga dilakukan melalui media sosial, website resmi pondok pesantren, brosur, dan presentasi kepada berbagai lembaga. Kedua, implementasi perencanaan pemasaran pendidikan berkeunggulan dilakukan melalui analisis SWOT serta melibatkan tokoh-tokoh berpengaruh dan berpengalaman di bidangnya. Ketiga, pemenuhan logistik serta sarana dan prasarana menjadi prioritas utama untuk pendidikan berkeunggulan di Darussalam Puncak. Kesimpulan, strategi pemimpin dalam pemasaran pendidikan berkeunggulan di lingkungan pesantren Darrusalam Puncak Pamekasan dilakukan dengan konsep bauran pemasaran terdiri dari 7P, yaitu: product, price, place, promotion, people, physical evidence, dan process dengan mengedepankan pada promosi, harga, hasil. Excellence education is not only born from public schools but can also be born from pesantren (Islamic boarding school) with excellent education concept such as at the Darussalam Puncak Islamic Boarding School, namely IICP (International Islamic Class Program). This study aims, first, to describe the strategy of the leader in the promotion of excellent education at Pondok Pesantren Darusalam Puncak Pamekasan. Second, to describe the implementation of excellent education marketing planning. Third, describing the fulfilment of logistical needs for excellent education. This research used a qualitative approach with a type of case study. The data collection method was done through interviews, observation, and documentation. Data were analysed by using an interactive model and the data validity was carried out by testing the credibility, transferability, dependability and confirmability. The results showed, first, the strategy of promotion is carried out by socializing the IICP to students’ parent. In addition, it is also carried out through social media, the pesantren official website, brochures, and presentations to various institutions. Second, the implementation of marketing planning is analysed through SWOT and involved influentialand experienced figures in their fields. Third, the fulfilment of logistics, facilities, and infrastructure are top priority for IICP. In conclusion, the leadership strategy in marketing excellent education at Pondok Pesantren Darrusalam Puncak Pamekasan is implemented with the concept of a marketing mix consisting of 7Ps, namely: product, price, place, promotion, people, physical evidence,  and process by prioritizing promotions, prices, and results.