ABSTRAKPenelitian ini bertujuan untuk mengetahui konsep, strategi dan proses pelaksanaan jasa pemasaran di Pesantren Modern Assalam dan Pesantren Al-Mukmin di Sukoharjo. Penelitian ini termasuk jenis kualitatif dengan menggunakan wawancara, dokumentasi dan observasi dalam pengumpulan data. Teknik analisis menggunakan model interaktif, dikumpulkan, dianalisis dan ditarik kesimpulan dengan mengacu teori fungsi manajemen Kotler dan Fayol tentang lingkungan pemasaran. Hasil penelitian menunjukkan bahwa ada kesamaan dalam pengelolaan jasa pemasaran di kedua pesantren modern melalui tahapan manajemen yaitu perencanaan, pengorgainsasian, kepemimpinan, dan pengendalian. Perencanaan jasa pemasaran pesantren dimulai dengan penetapan tujuan, kebijakan sebagai strategi jasa pemasaran. dan prosedur. Pengorganisasian Madrasah dan Pesantren berupa kepanitiaan. Pelaksanaan dilakukan dengan pembagian kerja panitia. Pengendalian/pengawasan pemasaran dilaksanakan oleh bagian humas pesantren dengan pengawasan awal, pengawasan “concurrent”, dan pengawasan refleksi. Proses Pengawasan dilaksanakan di setiap rencana jasa pemasaran hingga akhir program pemasaran; (2) Target pemasaran yang sudah tercapai di Pesantren Islam Al-Mukminun dan Assalaam yaitu jumlah siswa sudah terpenuhi, dikenal masyarakat; (3) Kekuatan pemasaran pada Pesantren Islam Al-Mukmin berpusat pada Alumni dan wali santri, terutama dari figur pengasuh melalui pelibatan aktif alumni di daerah binaan, sedangkan pada Pesantren Assalam melalui jaringan alumni dan wali santri dengan pendirian pusat informasi wilayah di seluruh indonesia.ABSTRACTThis study aims to determine the concepts, strategies and processes of marketing services in the Modern Assalam Islamic Boarding School and Al-Mukmin Islamic Boarding School in Sukoharjo. This research is a qualitative type using interviews, documentation and observation in data collection. The analysis technique uses an interactive model, collected, analyzed and conclusions drawn by referring to Kotler and Fayol's management function theory of the marketing environment. The results showed that there were similarities in the management of marketing services in the two modern pesantren through management stages, namely planning, organizing, leadership, and controlling. Planning for pesantren marketing services starts with setting goals, policies as marketing services strategies. and procedure. Islamic Boarding School (pesantren) is organizing in the form of a committee. Implementation is carried out by division of committee work. Marketing control / supervision is carried out by the boarding school public relations department with initial supervision, concurrent supervision, and reflection supervision. Supervision process is carried out in every marketing service plan until the end of the marketing program; (2) Marketing targets that have been achieved at Islamic Boarding Schools Al-Mukminun and Assalaam namely the number of students have been met, known to the public; (3) Marketing strengths at Al-Mukmin Islamic Islamic Boarding School are centered on Alumni and guardians of students, especially from caregivers through active involvement of alumni in fostered areas, while at Assalam Islamic Boarding Schools through alumni networks and santri guardians with the establishment of regional information centers throughout Indonesia.