The Influence of Marketing Strategies on Educational Waqf: Impact on Community Support

Mohd Shahid Azim Mohd Saufi, Norhafizah Abdul Halim, Yusuf Haji-Othman, Aemy Aziz and Muhamad Anas Ibrahim
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Mohd Shahid Azim Mohd Saufi: Faculty of Business and Management, Universiti Teknologi MARA (UiTM) Cawangan Kedah, Malaysia.
Norhafizah Abdul Halim: Faculty of Business and Management, Universiti Teknologi MARA (UiTM) Cawangan Kedah, Malaysia.
Yusuf Haji-Othman: Kulliyyah of Islamic Finance, Management Sciences and Hospitality, Universiti Islam Antarabangsa Sultan Abdul Halim Mu’adzam Shah (UniSHAMS), Malaysia.
Aemy Aziz: Academy Contemporary Islamic Studies, Universiti Teknologi MARA (UiTM) Kampus Segamat, Johor, Malaysia.
Muhamad Anas Ibrahim: Academy Contemporary Islamic Studies, Universiti Teknologi MARA (UiTM) Kampus Permatang Pauh, Pulau Pinang, Malaysia.

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 9, 861-870

Abstract: The application of marketing instruments in educational waqf (endowment) is a practice that supports obligatory worship in Islam, such as zakat. Through effective marketing strategies, it can educate Muslims that every capable individual has a social responsibility, in addition to zakat, to contribute to the welfare of the ummah (community). Education is a significant need in the implementation of educational waqf, especially in higher education institutions, as the government requires active community involvement to contribute to educational waqf. The success of educational waqf implementation is heavily dependent on the strength of the institution’s marketing strategies. The promotional marketing approach for an institution can increase funding, provide high marketability value, and maintain the institution’s excellence within the context of developing higher education waqf. The community’s role in supporting the growth of higher education waqf is crucial as it fosters a sense of responsibility among individuals to assist other Muslims in furthering their education through the means of educational waqf. This study uses qualitative methods to analyse findings through literature review and related documents to support the results obtained. The outcome of this study can provide insight into the effectiveness of marketing activities on educational waqf for the general public.

Date: 2024
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