Strategi Komunikasi Word-of-Mouth Religius dalam Ekosistem Pesantren: Telaah Model Pemasaran dari Perspektif Kepercayaan dan Solidaritas Jemaah
DOI:
https://doi.org/10.32678/tarbawi.v12i02.12254
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Kata Kunci:
Charismatic Leadership, Educational Consumer Behavior, Islamic Boarding School, School Choice, Word of MouthAbstrak
Penelitian ini bertujuan untuk mengkaji proses pengambilan keputusan orang tua dalam memilih lembaga pendidikan pesantren bagi anak mereka. Menggunakan pendekatan kualitatif dengan desain studi kasus. Data dikumpulkan melalui wawancara mendalam (in-depth interview) yang direkam dan ditranskripsi, dilengkapi observasi partisipan dan studi dokumentasi. Analisis data dilakukan menggunakan interaktif model. Temuan penelitian menunjukkan bahwa Keputusan orang tua memilih pesantren didominasi otoritas Kiai dan WOM religius. Otoritas dikuatkan melalui Haul (Brand Storytelling) dan Sowan/Silaturahmi (maintenance loyalitas). WOM disebar oleh Solidaritas Alumni (generator leads) via Grup Chat Komunal (saluran cepat). Seluruh mekanisme ini didukung Pengabdian Santri (Public Relation by Doing), menjadikan pemilihan pesantren didasarkan pada ekosistem kepercayaan spiritual yang kuat. Penelitian ini berkontribusi pada perluasan model Consumer Behavior dan Service Marketing dengan mengintegrasikan dimensi spiritual dan karismatik (religiusitas) ke dalam kerangka pengambilan keputusan. Kontribusi penelitian ini memberikan wawasan mendalam bagi manajemen pesantren untuk menyusun strategi pemasaran berbasis nilai (value-based marketing), dengan memperkuat peran Kiai dan jaringan sosial religius alih-alih hanya berfokus pada promosi fisik dan akademik
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