Experimental marketing at pondok pesantren Indonesia

Sri Intan Wahyuni; Melisa  Kurnia Fitri; Syarifatul  Hayati

doi:10.52366/edusoshum.v4i2.103

Authors

Sri Intan Wahyuni STIT Diniyyah Puteri Padang Panjang, Indonesia
Melisa Kurnia Fitri Akademi Darul Ulum Negeri Sembilan, Malaysia
Syarifatul Hayati STIT Diniyyah Puteri Padang Panjang, Indonesia

DOI:

https://doi.org/10.52366/edusoshum.v4i2.103

Abstract

One of the objectives of this reaserch is to find out how Experiential Marketing is impelented at Pondok Pesantren. Judging from the growth and development experienced by Pondok Pesantren Syafa’aturrasul from 2018 to 2022, public interest continues to increase, so that the number of students at Pondok Pesantren Syafa’aturrasul currently stands at 1500 students. Seeing this potential, the researcher was interested in conducting research on experiential marketing conducted by Pondok Pesantren This research is a qualitative descriptive study using triangulation to test the validity of the data. The data collection techniques are interviews, observation, documentation and questionnaires. Based on data analysis, strategies for implementing experiential marketing, namely in terms of sense, feel, think, act and relate marketing. The result of data analysis show that Pondok Pesantren implements experiential marketing well.

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