The power of word-of-mouth and good branding: Case Study on Rumah Tahfidz Sabilul Quran Funding Syukur Pambudi*, Masduki Ahmad, Mutia Delina, Siti Zulaikha
*antareja.syukur[at]gmail.com
Faculty of Education
Universitas Negeri Jakarta
Abstract
This paper aims to investigate how Rumah Tahfidz Sabilul Quran cover all their operating cost solely with the power of word-of-mouth donors. Education is costly, moreover for a pesantren or boarding school which also need to provide for the students. Many added this cost to the tuition, but some like Rumah Tahfidz Sabilul Quran boldly made their tuition 100% free. Interviewing the staff revealed that they havent actually done much. The only thing that the staff does is to routinely attend weekly local Islamic seminars alongside students. But in doing so, they were approached with an offer by the imam to publicize their school online, which went viral within the seminars community. This established their presence within the minds of many people, enticing many of those same people to donate to their cause. Unknowingly, by remaining humble, Rumah Tahfidz Sabilul Quran earned a good image for themselves, and people became more willing to help them cover their operation costs.
Keywords: Word-of-mouth, School Funding, School branding
