Paradigma pemasaran telah mengalami perubahan dari level rasional ke level emosional, dan yang terakhir perubahan ke level spiritual. Hal itu mengakibatkan perbedaan strategi pemasaran khususnya bauran pemasaran yang diterapkan. Sekolah/Madrasah termasuk dalam organisasi nonprofit juga harus mempunyai bauran pemasaran sesuai dengan pergeseran orientasi tersebut yaitu level spiritual. Penelitian ini fokus pada tiga hal yaitu 1) latar belakang pemasaran pendidikan berbasis nilai-nilai Islam di sekolah/madrasah berafiliasi dengan pondok pesantren; 2) bauran pemasaran pendidikan berbasis nilai-nilai Islam; dan 3) implikasi pemasaran Pendidikan berbasis nilai-nilai Islam.
Metode penelitian yang digunakan pada penelitian ini adalah studi kasus. Teknik pengumpulan data yang digunakan yaitu wawancara, observasi, dan dokumentasi. Uji keabsahan data menggunakan triangulasi sumber dan triangulasi teknik. Teknik analisis datanya menggunakan tahap reduksi data, display data, dan penarikan kesimpulan.
Temuan penelitian ini yaitu: pertama, latar belakang penerapan pemasaran pendidikan berbasis nilai-nilai Islam di Sekolah/Madrasah berafiliasi dengan pondok pesantren antara lain: Perpaduan upaya lahiriyah dan batiniyah lembaga pendidikan Islam dalam proses pemasaran pendidikan; lembaga Pendidikan Islam mensyiarkan nilai-nilai islam dalam wujud pemasaran pendidikan Islam; Kesesuaian nilai-nilai Islam dalam pemasaran pendidikan di Sekolah/Madrasah berafiliasi dengan pondok pesantren; dan ketertarikan pelanggan pendidikan kepada lembaga pendidikan Islam; kedua, bauran pemasaran pendidikan berbasis nilai-nilai Islam pada Sekolah/Madrasah berafiliasi dengan pondok pesantren antara lain: a) product berupa program unggulan lembaga dan variasi pilihan program harus sesuai dengan syari’at Islam seperti jujur, cerdas, terpercaya, dan transparan; b) price (harga) berupa SPP dan biaya pendidikan yang jujur, transaparan, cerdas/bijaksana, dan komunikatif, adil, dan ta’awun; c) promotion (promosi) berupa konten/isi, lokasi, dan media dalam kegiatan promosi yang digunakan berasaskan kejujuran, komunikatif, strategis, dan tepat sasaran; dan d) place (lokasi dan sarana prasarana) berupa gedung sekolah/madrasah, sarana dan prasarana yag bersih, nyaman, dan aman, serta transportasi menuju ke lokasi dapat diakses dengan mudah oleh pelanggan. Tingkat utilitas (mas}lah}ah) pelanggan mencapai total utility jika sekolah/madrasah memberikan dukungan lahir maupun batin terhadap pelanggan. Klasifikasi mas}lah}ah dalam bauran pemasaran pendidikan pada antara lain: pertama, bauran pemasaran 4P dalam kategori urgensi mas}lah}ah merupakan mas}lah}ah d}aruriyyat atau primer; dari segi kuantitas, bauran pemasaran 4P termasuk mas}lah}ah al-‘ammah; berdasarkan aspek perubahan, bauran pemasaran 4P ini termasuk mas}lah}ah mutaghayyarah; berdasarkan legitimasi nas}, bauran pemasaran 4P ini termasuk mas}lah}ah mu’tabarah.; ketiga, implikasi pemasaran pendidikan berbasis nilai-nilai Islam menyatakan bahwa nilai-nilai Islam yang harus dimiliki marketer antara lain jujur (honesty), terpercaya (trust), komunikatif (transparent and communicated), cerdas (intelligent), bersih (nad}if), aman dan nyaman, tolong-menolong (ta’awun), dan kebermanfatan dan kepuasan pelanggan (mas}lah}ah). Sedangkan implikasi pemasaran pendidikan berbasis nilai-nilai Islam secara praktis dapat memberikan kepuasan kepada pelanggan internal dan eksternal pendidikan. Berdasarkan hasil penelitian ini, rekomendasi kepada pengelola lembaga pendidikan agar membuat SOP pemasaran pendidikan agar implementasinya dapat efektif dan efisien.

ABSTRACT:
The marketing paradigm has changed from a rational level to an emotional level, and the last one a change to a spiritual level. This results in different marketing strategies, especially the marketing mix that is applied. Schools/Madrasah included in non-profit organizations must also have a marketing mix in accordance with the shift in orientation, namely the spiritual level. This research focuses on three things, namely 1) background of educational marketing based on Islamic values in schools/madrasah affiliated with Islamic boarding schools; 2) educational marketing mix based on Islamic value; 3) implications of educational marketing mix based on Islamic value.
The research method in this research is case study with qualitative approach. Data collection techniques used are interviews, observation, and documentation. Test the validity of the data using source triangulation and technical triangulation. The data analysis technique uses the stages of data reduction, data display, and conclusions.
The findings of this study are: first, the background of the application of Islamic value-based education marketing, among others: The combination of outward and inner efforts of Islamic educational institutions in the educational marketing process; Islamic Education institutions broadcast Islamic values in the form of marketing Islamic education; The suitability of Islamic values in marketing education in schools/madrasah affiliated with Islamic boarding schools; and the interest of educational customers to Islamic educational institutions; second, The educational marketing mix based on Islamic value at schools/madrasahs affiliated with Islamic boarding schools includes: a) the product in the form of the institution's flagship program and the variety of program choices that must be in accordance with Islamic Shari'ah such as being honest, intelligent, reliable, and transparent; b) price in the form of tuition and education costs that are honest, transparent, intelligent/wise, fair, ta'awun, and communicative; c) promotion in the form of content, location, and media in promotional activities that are used based on honesty, communicative, strategic, reliable, and right on target; and d) place (location and facilities) in the form of school/madrasah buildings, clean, comfortable, and safe facilities and infrastructure, and transportation to the location can be easily accessed by customers; third, the implications of applying Islamic values-based education marketing theoretically, namely Islamic values that marketers must possess, including the characteristics of the Prophet Muhammad SAW in daily life including in the field of trade, namely honest (honesty), trustworthy (trust), communicative (transparent and communicated), and intelligent (intelligent). In addition, next values (nad}if), safety and comfort, mutual (ta'awun), and customer benefits and satisfaction (mas}lah}ah). While the practical implications of implementing educational marketing based on Islamic values can have positive implications on the performance of internal education customers and utility of external education customers. The level of utility (mas}lah}ah) of the customer reaches the total utility if the school/madrasah provides physical and spiritual support to the customer. Classifications mas}lah}ah in the education marketing mix include: the 4P marketing mix in the category of urgency mas}lah}ah is mas}lah}ah d}aruriyyat or primary; in terms of quantity, the 4P marketing mix includes mas}lah}ah al-'ammah; based on the aspect of change, this 4P marketing mix includes mas}lah}ah mutaghayyarah; based on the legitimacy of the texts, this 4P marketing mix includes mas}lah}ah mu'tabarah. Based on the results of this study, it is hoped that the managers of educational institutions will make standard operational program (SOP) educational marketing, so that their implementation can be effective and efficient.