KINSHIP SYSTEM AS WORD-OF-MOUTH MARKETING: A CASE STUDY OF ALUMNI NETWORKS AND STUDENT GUARDIANS IN ENHANCING THE REPUTATION OF ISLAMIC BOARDING SCHOOLS

Abstract

This study aims to reveal how kinship systems function as a word-of-mouth marketing strategy in strengthening the reputation of Islamic boarding school–based universities through the social networks of alumni, students’ parents, active students, and local majelis taklim communities. This research employs a descriptive qualitative approach with a case study design at an Islamic higher education institution known for its extensive alumni network and strong emotional ties with the surrounding community. Data were collected through in-depth interviews, participatory observation, and documentation of social–religious activities, and analyzed using Miles and Huberman’s interactive model, which includes data reduction, data display, and conclusion drawing. The validity of the data was ensured through source and technique triangulation. The findings show that kinship relations and emotional bonds among alumni and students’ parents serve as effective social instruments in building a positive image of the pesantren-based university. Through informal communication, alumni testimonials and parental experiences generate a multiplication effect that expands the institution’s reputation into the broader community, especially through religious gatherings such as majelis taklim and alumni meetings. This study contributes to the development of social capital theory within Islamic education and offers an alternative model of educational institution promotion grounded in trust, spirituality, and sustainable social networking.