The Influence of Local Wisdom-Based Marketing Strategies (Bheppa’, Bhebhhu’, Ghuru, Rato) on Competitive Advantage and Sustainability of Islamic Boarding Schools (Pesantren) in Madura

Abstract

This study examines the influence of local wisdom-based marketing strategies, specifically bheppa’, bhebhhu’, ghuru, rato, on competitive advantage and the sustainability of Islamic boarding schools (pesantren) in Madura. Employing a systematic literature review methodology, this research synthesizes scholarly articles indexed in Google Scholar, Scopus, and SINTA databases focusing on local wisdom, Islamic educational marketing, competitive advantage theory, and institutional sustainability. Findings indicate that the integration of Madurese cultural values into marketing strategies significantly strengthens institutional identity, enhances community trust, and fosters long-term institutional sustainability. The four pillars of local wisdom function not merely as cultural symbols but as strategic instruments for building authentic differentiation and deep stakeholder loyalty. This study contributes a culturally adaptive marketing framework for Islamic educational institutions.