An Analysis of Kyai's Charisma and Leadership in The Marketing of Islamic Boarding School Institutions

Abstract

The focus of this paper is the analysis of the influence of charisma and Kyai leadership in the marketing of Educational Institutions in Islamic boarding schools. This study aims to discuss the marketing of educational institutions in pesantren as measured through charisma and Kyai leadership. This research uses qualitative methods that are described descriptively. The data collection techniques used in this study were observation and interviews. This research was conducted at the Nurul Jadid Islamic Boarding School in Probolinggo with 30 respondents consisting of 10 active students, 10 employees or administrators, 10 student guardians, and the community. The results of the study found that the charisma and leadership of Kyai influenced the marketing of educational institutions at the Nurul Jadid Islamic Boarding School. This leadership style is known as the charismatic and informal leadership style. Based on the research above, it can be concluded that leadership style and charisma are attractive things, not only as example figures but can be a marketing medium for Islamic boarding school educational institutions. Therefore, the charisma and leadership style of a Kyai can affect the marketing of educational institutions in Islamic boarding schools.