Word of Mouth Advocacy in Maintaining Madrasah Ibtidaiyah Educational Market Presence


Authors

(1) * Muhammad Kholilurrohman   (Universitas Nurul Jadid, Indonesia)  
        Indonesia
(2)  Muhammad Thoiful Abrar   (Universitas Nurul Jadid, Indonesia)  
        Indonesia
(3)  Moh Rofik   (Universitas Nurul Jadid, Indonesia)  
        Indonesia
(4)  Abdul Aziz Alwahedi   (Universitas Nurul Jadid, Indonesia)
(5)  Maulidatul Adzimah   (Universitas Nurul Jadid, Indonesia)  
        Indonesia
(6)  Abu Hasan Agus R   (Universitas Nurul Jadid, Indonesia)  
        Indonesia
(*) Corresponding Author

Abstract


The sustainability of Islamic elementary education increasingly depends on institutions' ability to maintain public trust and competitiveness amid changing parental preferences. This study aims to examine how word-of-mouth advocacy contributes to maintaining Madrasah Ibtidaiyah's presence in the educational market. A qualitative case study, supported by grounded theory procedures, was employed, involving 18 informants, including a principal, teachers, educational staff, parents, alumni, and community leaders. Data were collected through semi-structured interviews, participant observations, and document analysis, and analyzed using data condensation, reduction, display, and verification techniques. The findings reveal that advocacy behavior emerged through three interconnected dimensions: trust-based relationships that encourage voluntary recommendations, informal communication that expands institutional visibility, and shared values that reinforce educational sustainability. The study proposes a community-driven advocacy model that conceptualizes word-of-mouth advocacy as an ethically motivated and socially embedded process within Islamic educational settings. These findings suggest that madrasah managers should strengthen stakeholder engagement, trust building, and value-oriented programs to sustain institutional competitiveness.



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