Marketing Strategy of a Pesantren-Owned Souvenir Enterprise: Integrating the 7Ps Marketing Mix and Islamic Values in Al-Fithrah Islamic Boarding School of Surabaya, Indonesia

Abstract

Despite the growing economic role of pesantren enterprises in Indonesia, limited studies have examined how marketing strategies can integrate the 7Ps marketing mix with Islamic values to support sustainable business development. This study investigates the marketing strategy of the souvenir business operated by Pondok Pesantren Assalafi Al-Fithrah Surabaya. Employing a qualitative case study approach, data were collected through in-depth interviews with four key informants involved in the management and operation of the business, supported by observations and document analysis. The findings indicate that the enterprise possesses significant strengths in community trust, religious identity, and local market reach. However, challenges remain in branding consistency, digital marketing capability, inventory management, promotional planning, and operational standardization. Based on the 7Ps marketing framework, the study proposes a strategic roadmap emphasizing integrated branding, omnichannel distribution, digital marketing adoption, student-led marketing initiatives (santripreneurship), and values-based performance measurement. The study contributes to the literature on Islamic marketing and pesantren entrepreneurship by demonstrating how modern marketing practices can be aligned with Islamic values such as amānah, ṣidq, and ihsān to enhance business sustainability. As a single-case study, the findings provide context-specific insights that may not be directly generalizable to all pesantren enterprises.