This study examines the marketing strategy MTS Generasi Emas Denpasar Bali applied to promote Islamic education amid a multicultural society with a majority of non-Muslims. With a descriptive qualitative approach and case study, data were obtained through interviews, observations, and documentation. The sampling technique used was purposive sampling to ensure the participation of relevant informants. Data analysis techniques were carried out interactively according to Miles et al., including data collection, reduction, presentation, and conclusion drawing. Triangulation of sources, methods, and theories was used to test the validity of the data. The results showed three main strategies: internal strengthening Islamic values, adaptive communication with multicultural communities, and inclusive branding. These strategies reflect efforts to maintain Islamic identity while building social harmony and cross-cultural understanding. This research contributes a contextual model of inclusive Islamic education marketing that can be applied in plural societies, emphasising the importance of balance between preserving religious identity and social integration.
Afida et al. (Tue,) studied this question.