摘要：Penelitian ini bertujuan menemukan pengaruh pemasaran jasa pendidikan terhadap mutu Pondok Pesantren Syamsul ‘Ulum. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survey. Populasi penelitian ini adalah seluruh pelanggan internal dan eksternal pesantren. Teknik cluster sampling digunakan untuk memilih responden yang terdiri dari santri, guru, pembimbing asrama dan orang tua santri dengan jumlah 220 orang. Teknik pengumpulan data dilakukan dengan angket, wawancara dan dokumentasi. Selanjutnya dilakukan analisis data dengan menggunakan statistik parametrik melalui bantuan software SPSS 25.0 melalui persamaan regresi linear sederhana, apabila nilai thitung<ttabel, maka H0 diterima, tapi apabila nilai thitung > ttabel, maka H0 ditolak. Hasil penelitian menunjukan bahwa thitung > ttabel (10,257>1,971) sehingga H0 ditolak artinya terdapat pengaruh positif dan signifikan pemasaran pendidikan terhadap mutu Pondok Pesantren Syamsul ‘Ulum dengan persentase sebesar 32,7%. Berdasarkan hasil penelitian tersebut dapat disimpulkan bahwa kegiatan pemasaran pendidikan akan meningkatkan mutu Pondok Pesantren Syamsul ‘Ulum. Hal tersebut berimplikasi bahwa Pondok Pesantren Syamsul ‘Ulum seyogyanya memberi perhatian yang serius pada kebutuhan pengguna jasa pendidikan dan jeli melihat segmentasi dan penentuan sasaran. Abstract This research aims to discover the effect of marketing education services on the quality of Syamsul ‘Ulum Islamic Boarding School. The research populations were internal and external customers of the boarding school. Cluster sampling technique was used to select respondents consisting of students, teachers, boarding supervisors and students’ parents with a total of 220 people. Data collection was conducted by questionnaire, interview and documentation techniques. Then, data were analyzed using parametric statistics through the help of SPSS 25.0 software through a simple linear regression, if the value of thitung<ttabel, therefore H0 is accepted, but if tcount > ttable, therefore H0 is rejected. The results of research showed that tcount > ttable (10.257> 1.971) therefore H0 was rejected, it means that there was a positive and significant influence of education marketing on the quality of Syamsul ‘Ulum Islamic Boarding School with a percentage of 32.7%. Based on the results of the research, it is concluded that educational marketing activities will improve the quality of Syamsul ‘Ulum Islamic Boarding School. This implies that the Syamsul Islamic Boarding School ‘Ulum should give a serious attention to the needs of customers and is keen to see a segmentation and targeting.
