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This study highlights a unique and interesting phenomenon in the realm of higher education marketing strategy. The Al-Amien Prenduan Islamic University Institute (IDIA) has successfully maintained its sustainability for over 40 years despite offering relatively affordable tuition fees. This research aims to develop a comprehensive marketing strategy for educational services at IDIA, as well as to explore the institution’s contribution to the development of service marketing in Islamic higher education. The study employs a qualitative field research approach, with data collection methods including observation, in-depth interviews, and documentation. The data were analyzed using grounded theory techniques, consisting of open coding, axial coding, and selective coding. To formulate an effective marketing strategy, the research applies the marketing mix theory as a foundational framework. The educational service marketing strategy implemented at IDIA includes the provision of high-quality educational products, price humanization strategies that ensure affordability, selection of strategic campus locations, promotional activities tailored to community needs, human resource development, improvement of facilities and infrastructure, and the enhancement of service delivery systems. These strategies are designed to position IDIA as a competitive Islamic higher education institution. Furthermore, the research reveals the significant contributions of service marketing to IDIA’s growth. These include a steady increase in the number of new student enrollments, higher levels of customer satisfaction, an improved institutional image, and ongoing improvements in educational quality. Overall, this study offers valuable insights into how effective educational service marketing can support the sustainability and competitiveness of Islamic higher education institutions in Indonesia.

The problem raised in this study is how the process of internalizing religious values ​​and independence of female students through ma'had activities at IDIA Prenduan and what are the implications of internalizing religious values ​​and independence of female students through ma'had activities at IDIA Prenduan. This study uses a qualitative descriptive approach with a case study type. The methods used are interview, observation, and documentation methods. For data analysis, the researcher used the Miles, Hubberman and Saldana model, through data collection, data condensation, data presentation and drawing conclusions. From the validity of the data, the researcher used triangulation with source triangulation. The results of this study indicate that the process of internalizing religious values ​​and independence of female students through ma'had activities at the Al-Amien Prenduan Islamic Boarding School Institute has 3 stages, namely (1) the value transformation stage, namely through lectures, istirham, dawn lectures, and tadarrus muwajjah. (2) the value transaction stage through dirosah sobahiyah, tahsinul qiro'ah, and muhadhoroh activities. (3) trans-internalization stage, namely the habituation of female students and enforcement of regulations. The implications of the internalization of religious values ​​and independence of female students through the ma'had activities at the Al-Amien Prenduan Islamic Education Institute are that female students have targets, planning, can appreciate time, and become mature.

Discipline in an educational institution is an element that is needed as well as the most effective means in the learning process. Discipline provides many benefits for maintaining a balance between the child's inclination and desire to do something with the rules needed in the environment. And efforts that can be made in instilling a disciplined attitude towards children are providing good examples and habituation to actions that are carried out every day. This research focused on student discipline and the supporting and inhibiting factors of female student discipline at IDIA Prenduan Sumenep. This study uses descriptive qualitative research with a case study type of research. Sources of data in this study were obtained from leaders, naibah, ustadzah and female students. by using interview and observation methods. From this method the researcher analyzed the data and information obtained from the informants, by reducing the data, presenting the data and finally concluding so as to produce information that is in accordance with the focus of the research. Discipline that is applied in the IDIA environment is divided into 3 parts, namely the sharia field (worship) such as congregational prayers, tahajjud prayers, tadarus muajjah and other worship activities. In the field of language, such as female students, they must use the official language (English and Arabic) as everyday language, and in the field of qonun (regulations on clothes that may be used both inside and outside the dormitory, and time for studying. Factors supporting a growing awareness in female students, character or personality that is formed in female students, motivation that can raise the spirit of female students, and tazwidul mufrodat agenda, inhibiting factors that are inherited from home or bad behavior, lack of knowledge of nahwu and sorof, and wrong and socializing or wrong in choosing Friend.