DEVELOPMENT OF HIGHER EDUCATION INSTITUTIONS: MARKETING IMPLICATIONS THROUGH THE INSTRUMENTS OF ZAKAT AND WAQF CULTIVATION

Zakat is one of the most important instruments in the pillars of Islam, serving as a means of wealth distribution among people. Additionally, the approach of zakat has significant similarities with the method of waqf, which educates Muslims about the social responsibility of every capable individual to contribute to the welfare of the ummah. Higher education is a crucial necessity for young people to pursue further studies, but it requires support through zakat and waqf contributions, particularly for those classified as asnaf. Effective marketing and promotion are essential to ensure the continued empowerment of the waqf culture within the community, as zakat is a mandatory obligation decreed by Allah and must be observed by Muslims who meet its requirements. This study examines the marketing implications of zakat and waqf instruments on higher education institutions using qualitative methods. Data is obtained through literature review and analysis of relevant documents. This study will provide insights into the marketing implications on the involvement of Muslims, particularly in developing higher education institutions through the methods of zakat and waqf.