Promotion Strategy Of Islamic Studies In Mosque

Abstract

To enhance congregational awareness, cultivate enthusiasm, and motivate worshippers to participate in a variety of mosque programs, it is essential for non-profit organizations, particularly mosque management, to implement effective promotional strategies. Since 2018, the Nurul Iman Sidoarjo Mosque has successfully implemented the *Kajian Islam Menjelang Isya* (KISMIS) program, consistently attracting a minimum of 200 worshippers. However, despite the growing importance of mosque programs, little research has been conducted on the specific promotional strategies used by mosques to increase community engagement and ensure program success. This study aims to address this gap by examining the promotional strategies employed by Nurul Iman Mosque for the KISMIS program.This investigation adopts a qualitative methodology, using a case study approach to explore how the mosque's promotional efforts contribute to the success of KISMIS. Data were collected through field observations, in-depth interviews with mosque administrators and participants, and document analysis. The findings reveal that Nurul Iman Mosque employs a promotional mix strategy that includes direct marketing, sales promotion, public relations, and personal selling. Interestingly, the mosque does not engage in traditional advertising, focusing instead on more direct and relational approaches to promotion. The innovative strategies implemented by the Nurul Iman Sidoarjo Mosque offer valuable insights that can be beneficial for other mosques looking to enhance community engagement and ensure the success of their programs.

Keywords: Promotion Strategy, Islamic studies, Mosque