Manajemen Pemasaran Produk Santri Entrepeneur Dalam Perspektif Al-Qur’an dan Sosiologi

Abstract

The low level of entrepreneurship in Indonesia, particularly among Islamic boarding school (santri) students, poses a significant challenge in addressing the rising unemployment rate. Although pesantren (Islamic boarding schools) hold great potential as institutions of education and economic empowerment, many of them have yet to manage entrepreneurial activities optimally. A fundamental issue lies in the underdeveloped marketing management practices of santri products, which remain largely traditional and confined within the internal pesantren environment. In fact, optimizing marketing management could foster economic independence and enhance the competitiveness of santri products in broader markets. This study aims to analyze the marketing management practices of santri entrepreneurs at Pondok Pesantren Fathul Ulum Jombang through a qualitative case study approach. The analysis is conducted using two main frameworks: the values of the Qur'an, which emphasize principles such as honesty, social responsibility, and justice in economic transactions (muamalah); and Pierre Bourdieu's theory of social habitus, which explains how the pesantren environment shapes the mindset and behavior of santri in their marketing activities. Data were collected through observation, in-depth interviews, and documentation. The novelty of this research lies in its interdisciplinary approach, combining modern sociological theory with Islamic economic principles in the context of pesantren marketing management. The findings reveal that the integration of pesantren social habitus and Islamic values fosters ethical, sustainable, and contextual marketing strategies. This study contributes to the strengthening of pesantren-based economies and offers a model for developing value-driven, culturally rooted santri entrepreneurs.