LEVERAGING ALUMNI LOYALTY FOR MARKET PENETRATION: A STUDY OF EMOTIONAL MARKETING IN PESANTREN BUSINESS UNITS

Taufik Aris Saputra; Maria Ulfah

doi:10.32806/currency.v4i2.1935

Authors

Taufik Aris Saputra Jurusan Ekonomi Syariah Institut Islam Al-Khairat Pamekasan, Indonesia
Maria Ulfah Jurusan Ekonomi Syariah Institut Islam Al-Khairat Pamekasan, Indonesia

DOI:

https://doi.org/10.32806/currency.v4i2.1935

Keywords:

Emotional Marketing; Alumni Loyalty; Market Penetration; Social Capital; Community-Based Marketing; OPOP Program.

Abstract

This study examines the role of emotional marketing in strengthening market penetration through alumni loyalty within pesantren-based business units. Drawing on the case of Banyuanyar Islamic Boarding School in Indonesia, this research highlights how emotional attachment between alumni and the pesantren serves as a strategic marketing asset. In recent years, pesantren-affiliated enterprises such as retail distribution, bottled water production, and Islamic microfinance institutions have demonstrated significant growth, largely supported by alumni networks. Using a qualitative case study approach, this research explores how alumni function in three strategic roles: as catalysts for market penetration, as informal agents of promotion and exposure, and as loyal consumers. The findings reveal that emotional bonds rooted in shared religious, cultural, and educational experiences create a strong sense of trust and commitment, which enhances both product acceptance and market expansion. This form of community-based marketing proves to be cost-efficient, sustainable, and resilient in competitive markets. The study contributes to the literature on emotional marketing and social capital by contextualizing them within Islamic institutional settings. It also offers practical insights for the development of pesantren economic ecosystems, particularly in alignment with the One Pesantren One Product (OPOP) program. Ultimately, alumni loyalty emerges as a key driver in transforming faith-based institutions into impactful and sustainable business entities.

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