Marketing strategy of PTQ INSAN MADANI to increase public interest in memorizing Al-Qur’an
Abstract
The marketing strategy is a comprehensive, integrated plan that is integrated into efforts to market a product, either goods or services, by using a certain pattern of plans and tactics so that the given product is of interest to the public, and which provides guidance on the activities to be carried out. By doing good marketing, it will also form a good image for an institution, and also the institution will more easily show its superiority to the wider community, so that people have an interest. The existence of PTQ INSAN MADANI has made marketing efforts to the products produced by the PTQ. This study aims to reveal the marketing strategies applied by the management of PTQ INSAN MADANI in marketing the PTQ. This research is descriptive or field research. Collecting data using observation, interview, and documentation methods, with deductive analysis, sampling technique using purposive sampling. The focus of the research is on the Marketing Strategy of PTQ INSAN MADANI to Increase Public Interest in Memorizing Al-Qur’an.
The results of this study indicate that at PTQ INSAN MADANI, the formulation of the marketing strategy carried out by PTQ INSAN MADANI has been well proven by the establishment of an appropriate strategy, the use of a marketing mix that contains Product, that can produce students who are good at praying and reading the Qur’an, Price, all students are free, Place, which is in residential areas and easy to reach, Promotion, using social media, brochures, banners, direct contact with the public and word of mouth promotion. The implementation of PTQ INSAN MADANI has been good, as evidenced by the existence of several steps, the first is organizing marketing activities, directing marketing activities and coordinating marketing activities. The evaluation carried out was good, judging from the four marketing mixes that were implemented, according to the researcher, the product strategy is very influential in increasing public interest because the PTQ INSAN MADANI program is very good and running well.
Keywords: Marketing Strategy, PTQ and Community
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