The Power of Word-of-Mouth: Understanding the Dynamics of Organic Marketing in Faith-Based Educational Institutions

DOI: https://doi.org/10.33650/afkarina.v10i1.15096
Authors

(1) * Muhammad Durrin Ni’am   (Nurul Jadid University, Paiton, Indonesia)  
        Indonesia
(2)  Rifka Jannatul Firdausiyah   (Nurul Jadid University, Paiton, Indonesia)  
        Indonesia
(3)  Moh Kamil   (Universitasi Nurul Jadid)  
        Indonesia
(4)  Siti Nur Aviatun Hasanah   (Nurul Jadid University, Paiton, Indonesia)  
        Indonesia
(5)  Moh Rofik   (Nurul Jadid University, Paiton, Indonesia)  
        Indonesia
(6)  Annisa Tri Ananda Dewi   (Nurul Jadid University, Paiton, Indonesia)  
        Indonesia
(7)  Ittaqillah Haitsuma Kunta   (Nurul Jadid University, Paiton, Indonesia)  
        Indonesia
(8)  Abu Hasan Agus R   (Nurul Jadid University, Paiton, Indonesia)
(*) Corresponding Author

Abstract


This study analyzes how word-of-mouth (WOM) is used as an organic marketing strategy in faith-based educational institutions, especially its influence on the perception and decisions of prospective students. The research was conducted by quantitative surveys, collecting data from active students, alumni, and parents through structured questionnaires and supporting documents from institutions. The results show that the positive experiences of students, the credibility of mentors and teachers, and recommendations from senior students and alumni greatly influence the decision of prospective students. Data analysis showed positive experiences contributed the most, followed by the credibility of sources and peer recommendations. This confirms that direct interaction is more influential than formal promotion. Digital media is only an additional channel of information, while interpersonal interaction remains a major factor in the effectiveness of WOM. This study concludes that WOM in faith-based educational institutions runs through social interaction and trusted personal networks, thus becoming an effective and efficient marketing strategy. The implication of this research is that institutional managers can improve their reputation and attract prospective students by creating positive experiences, strengthening the role of mentors and seniors, and documenting original testimonials to optimize organic marketing strategies.



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References


Special thanks are extended to the Entrepreneur Nuris 2 Islamic Boarding School, Jember, East Java, for providing full access, facilities, and voluntary support during this research process. The support provided in the form of permits to conduct surveys, sharing internal documents, and guidance related to administrative procedures and cottage activities is very helpful for the smooth collection of data. The presence of mentors, teachers, senior students, and alumni who are willing to share experiences, give testimonials, and answer questionnaires honestly is the main source of data that enriches the quality of the research. Their active participation ensures that the information obtained reflects the social realities and authentic experiences of the Islamic boarding school community. Help, coordination, and moral support from all relevant parties also allowed this research to run smoothly and achieve the goals that have been set. Therefore, this thank you is addressed to all individuals and parties who have contributed directly or indirectly so that this research can be completed successfully and provide academic and practical benefits.

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Afkarina: Jurnal Pendidikan Agama Islam

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