PEMBINAAN KARAKTER RELIGIUS SEBAGAI STRATEGI PEMASARAN JASA PENDIDIKAN

Abstract

This study aims to explore and analyze the effectiveness of religious character building as a marketing strategy for educational services at MAN 2 Tanjung Jabung Barat. The method used in this research is descriptive qualitative. Data were collected through in-depth interviews with the principal, teachers, students, and parents, as well as direct observation of religious activities at the school. Data analysis was carried out through stages of data collection, data simplification, data presentation, and drawing conclusions. The results of the study indicate that religious character building at MAN 2 Tanjung Jabung Barat has proven to be an effective marketing strategy for educational services. The implemented religious programs have successfully shaped students' good character, enhanced the school's reputation, and provided a competitive advantage. Parental and community support, as well as the integration of religious values into the curriculum, are key factors in the success of this strategy. Thus, religious character building is not only crucial in shaping a morally upright generation but also serves as a long-term strategy to enhance the school's appeal and image.