MODERN PESANTREN (ISLAMIC BOARDING SCHOOL) : COMPETITIVE ADVANTAGES IN DARUL YATAMA WAL- MASAKIN (DAYAMA) ISLAMIC BOARDING SCHOOL IN JEROWARU EAST LOMBOK

Nowadays, Islamic boarding schools have experienced a very significant change considering the current of globalization which is increasingly expanding to all sides of human life. To be able to compete in this era, Islamic boarding schools – in one hand must work together with other institutions and make changes by applying management as a foundation in developing boarding schools on the other, in order to be able to compete and become a modern boarding school in all fields such as entrepreneurship boarding school. This study aims to determine entrepreneurship planning, management strategies used and marketing management of Darul Yatama Wal-Masakin Islamic boarding school. This study used qualitative research with a descriptive approach. Data collection techniques carried out by unstructured interviews, nonparticipant observation, and documentation. The data were analyzed with an interactive model consisting of data collection, data reduction, data display, and conclusion. Checking the data validation was done by increasing the perseverance of observation and triangulation. Based on the results of this study, it was found that; a) Entrepreneurship planning started from the results of the fundamental thinking of its founder, namely TGH. Muhammad Mutawalli Yahya Al-Kalimi with the concept of independence. The concept of independence that he initiated was to prepare facilities that can be used as a source of funds to finance the management of the Islamic boarding schools; b) Management strategies in developing entrepreneurship can be seen from the business units developed such as: gas stations, animal husbandry, agriculture, fisheries and cooperatives. c) Marketing management used was involving and making all society as partners in every business that was developed.


INTRODUCTION
An Islamic boarding school is a form of the development process of the national education system. The existence of Islamic boarding schools in Indonesia has made a huge contribution, both at the local and national level. In the early of the 21st century, the growth of Islamic boarding schools is increasing rapidly. The 98 existence of Islamic boarding schools in the early 21st century gives a new color in all fields, including in the business world.
Changes and development of Islamic boarding schools continue to be made, including in implementing professional management in its development without having to eliminate its authenticity. Among the developments that must be carried out by Islamic boarding schools are the development of human resources or human development index, development of boarding school communications, development of boarding school economy, and development of information technology in boarding schools and this must be supported by qualified management.
Management is needed by all forms of cooperation to achieve common goals because management contains a series of ways to achieve organizational goals. Stoner in Wijayanto stated that Management is a process of planning, organizing, directing and supervising the efforts of the members of the organization and using the resources of other organizations to achieve the stated organizational goals. 1 The same thing was expressed by Marry Parker Fallot in Wijayanto Management is the art of completing work through other people. 2 The management of modern boarding schools today, the role of clerics is reduced in managerial terms, because in this phase, a cleric delegates authority to the administrators and other assistants who are considered competent to take care of the existence of boarding schools. The role of the cleric's leadership, at this stage is very minimal. The management of Islamic boarding schools is mandated to all elements that support the cleric's leadership. In fact, there are many models for managing professional and modern Islamic boarding schools.
Managing Islamic boarding schools well and modern can be seen from the management strategies adopted by the leaders in maintaining the resilience of Islamic boarding schools in carrying out daily activities. The existence of boarding schools in locations that are said to be identified with areas where the index of human development is still low and hot locations do not make the Islamic boarding school leaders feel excluded from work. In this situation, the leaders of Islamic boarding 99 schools are able to make enormous changes in all fields one of them is the business world.
Management includes all types of organized activities and in all types of organizations, so that various concepts about management emerge, starting from education management, human resources, finance, strategy, management, marketing and others. The following are some of the known management in certain fields: a) Human resource management, management focused on personal improvement in an organization, b) Production management, management related to the results developed by an organization, c) Management of financing or capital, management related to the finances of an organization, d) Marketing management, management related to product distribution, for example the sale of certain products. 3 Darul Yatama Wal-Masakin Foundation (Dayama) Jerowaru, East Lombok is one of the boarding schools that appear different from the boarding schools in NTB.
The existence of the Darul Yatama Wal-Masakin (Dayama) Islamic Boarding School in Jerowaru, East Lombok with its characteristics in the form of management that is based on a capable management system, both in terms of developing strategic management, marketing management and entrepreneurship is evidenced by the large number of business units that are managed.
The strength of the popularity of Islamic boarding school leader also influences the development of existing business units under the management of Islamic boarding schools. In business world, popularity is not enough to make every business grow well, but the leader of Darul Yatama Wal-Masakin Islamic boarding school Foundation (Dayama) in Jerowaru, East Lombok has expertise in implementing strategic management, marketing management and entrepreneurship.
In addition to strategy management and entrepreneurship, because marketing is a process that must be carried out by Islamic boarding schools to provide satisfaction to stakeholders and community. Emphasizing on giving satisfaction to stakeholders is something that must be done by each institution to be able to However, the head of the Darul Yatama Wal-Masakin Islamic boarding school still feels difficulty in increasing his existence in developing each business unit he manages due to the low human resources used in handling each of these business units and the lack of ability to utilize and analyze the internal environment and external environment of the Islamic boarding school. Noor Ahmady said that "one of the successes of an Islamic boarding school running a business is because it is supported by strong human resources". 5

Research Approach and Type
The research type in this thesis is a descriptive qualitative research, in which this study only describes or presents research data related to the Modernization of Islamic Boarding School: Competitive Advantages in Darul Yatama Wal-Masakin (DAYAMA) Islamic Boarding School, in Jerowaru, East Lombok. Meleong said that qualitative research is "a research procedure that produces descriptive data in the form of written or oral words from people and observed behavior". 6 In addition, the 101 researcher intended to try to understand social situations in depth and can find patterns, hypotheses and theories.

Place of Research
This research was conducted at the Darul Yatama Wal-Masakin Foundation

Researcher's Presence
In qualitative research, the researcher will be the instrument or research tool. The presence of researcher acts as a key instrument. Because, it is a determinant of all research processes in the field. The presence of the researcher is not only intended to influence a research subject, but to obtain precise and accurate and convincing data in accordance with what is needed by the researcher.

Data Source
Sugiyono said in qualitative research, the data source is chosen by purposive sampling and snowball sampling. Purposive sampling is a sampling technique for considering specific data sources by selecting the person who is considered the most knowledgeable about what we expect, or perhaps he is the ruler so that it will be easier for the researcher to explore the object / social situation under study. Snowball sampling is a data source sampling technique, which is initially small in number, then gradually becomes large ". 7 However, in this research activity, the researcher only used the Purposive sampling method by selecting certain people who were considered to be able to provide the necessary data or who could provide complete and valid data.

Data Collection Technique
Data collection in this study was done by using observation, interviews, and documentation.

Documentation Method
The document method is a complement to the use of observation and interview method in qualitative research. This method is used to obtain documentary data from Darul Yatama Wal-Masakin Foundation (Dayama) in Jerowaru East Lombok, East Lombok, West Nusa Tenggara, such as geographical location, organizational structure, history of establishment, profile, and so on.

Data Analysis Technique
Sugiyono explained that "the activities in analyzing data are data reduction, data display, and conclusion drawing / verification". 10

Data Reduction
Data reduction is a form of analysis that sharpens, classifies, disposes of unnecessary, and organizes data in such a way that final conclusions are

Data Presentation (Data Display)
Simplified data is then presented by describing the data exposure narratively.
Thus, a temporary conclusion will be obtained in the form of research findings related to the Internal and External Environments of Darul Yatama Wal-Masakin Foundation (Dayama) in Jerowaru, on strategy management, marketing management and entrepreneurial planning.

Conclusion Drawing / Verification
Drawing conclusions must always be based on all the data that has been obtained in research activities. In other words, drawing conclusions must be based on real data, not on the wishful thinking of the researcher. The conclusion in qualitative research will answer the problem formulation that has been formulated.

Data Validity Check
To fulfill the validity of the data on

c. Triangulation
With triangulation, the researcher could re-check his findings by comparing with various sources, methods, or theories. Therefore, the researcher asked various kinds / variations of questions, checked using various data sources, and utilized various methods so that data trust checking could be done. So that the data obtained really reaches a high level of trust.

Islamic Boarding School
Sofjan Assauri argues that "strategy management is the process of establishing vision, mission and objectives of an organization, as well as developing policies and implementing programs to achieve them". 11 Furthermore, Sedarmayanti said "strategy management as a process / range of activities in decision making that is still fundamental and comprehensive, and accompanied by how to implement it made by a leader and then implemented by all levels of the organization to achieve 107 Program planning is a preparation for carrying out a goal that is always done by TGH. Muhammad Sibawaihi Mutawalli. He usually provides an outline to be carried out by the boarding school administrators and the management of other fields including various activities such as formulating activity steps, determining the needs followed by determining the strategy, achieving goals and then determining the program to carry out certain strategies. 16 Planning is to set targets to be achieved in the future. In an organization, planning is a process of thinking and setting the direction, objectives, and actions carefully while studying various resources and methods / techniques that are appropriate.  In line with the above, when viewed from marketing management in the action, it includes several processes as expressed by Kotler and Armstrong as follows; 1). Analyzing, analyzing is interpreted as an activity in analyzing consumers' needs, 2).
Planning, is interpreted as a process for preparing the steps to be carried out, 3).
Implementation is an implementation of the steps that have been planned. 4).

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Supervision, is an activity to control all activities, from the beginning to the end.
Meanwhile, Maulida asserted as follows; 1). Marketing planning, determining everything before marketing activities are carried out, covering the objectives, strategies, policies, and tactics that will be carried out. 2). Everyday marketing implementation, is a process that changes marketing strategies and plans including daily activities, from month to month that carry out marketing plans effectively. 18 Meanwhile, as a large Muslim area, Sasak community has a high degree of 2) Marketing management used is to involve all communities as partners in every business that is developed.