Strategi Manajemen Pemasaran Dalam Membangun Reputasi Yayasan Rumah Tahfidz Alfazz

This The growing competition among Qur’anic educational institutions requires tahfidz houses to do more than run memorization programs; they must also manage public trust in a planned manner. This study aims to describe the marketing management strategies used by the Alfazz Tahfidz House Foundation in Medan Johor to build its reputation, to explain how those strategies are implemented, and to identify the factors that support their application. The study employed a qualitative approach with a descriptive design. Informants were selected purposively and consisted of the foundation head, administrators, female teachers (ustadzah), parents, and students. Data were collected through interviews, observation, and documentation between February and April 2026, and were analyzed using the interactive model of Miles and Huberman, namely data reduction, data display, and conclusion drawing. The findings show that the foundation places the quality of tahfidz instruction and the moral formation of students at the center of its strategy. This strategy is supported by publishing activities on Instagram, Facebook, and TikTok, open communication with parents, and social and religious activities that involve the surrounding community. Implementation involves every element of the foundation and is carried out through a friendly, family-like approach. Supporting factors include the quality of the tahfidz program, the competence and commitment of the teachers, support from parents and the community, the use of social media, and a conducive learning environment. Evaluation is conducted in a simple way through internal meetings and monitoring of public responses, while the main obstacles are limited staff for managing media, limited facilities, and competition among institutions. Marketing that rests on service quality, Islamic values, and harmonious relations with the community is able to build a positive reputation and increase public trust in the foundation.