Invisible Marketing: Strategi Pemasaran tak Kasatmata dalam Membangun Kepercayaan Orang Tua pada Sekolah Islam

Abstract

The increasing competition among Islamic educational institutions has encouraged schools to implement various marketing strategies to attract public interest. Most studies on educational marketing focus on formal strategies such as branding, digital promotion, and public relations. However, parental trust in schools is often formed through activities that are not intentionally designed as marketing efforts. This phenomenon is referred to in this study as invisible marketing. This research aims to identify the forms of invisible marketing that emerge in School X, analyze their role in building parental trust, and explain their contribution to the school's reputation. This study employed a qualitative approach using a case study design. Data were collected through in-depth interviews, observations, and documentation. The data were analyzed using thematic analysis techniques. The findings reveal that invisible marketing in School X is shaped by four main elements: teacher role modeling, organic documentation of school activities, word-of-mouth communication, and consistency in school culture. These elements contribute to building positive public perceptions, enhancing parental trust, and strengthening the school's reputation. This study proposes the concept of Islamic Educational Invisible Marketing as a process of developing trust and reputation through authentic, consistent, and everyday school activities that are not explicitly designed as marketing strategies.