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There is a critical need for madrasas to make changes. These changes lead to structural changes in organizational management, including HR management. This research aims to analyze the effect of Authentic Leadership and HR practice for competitive advantage in madrasas. A descriptive survey study of 204 madrasas with the observation unit involving teachers was applied in this study and the data obtained were analyzed using Structural Equation Modeling (SEM) procedure. The research results show that the essential structural changes to cope with the challenges and demands of competition in inclusive institutions such as madrasas require a leader who understands and can represent the values of madrasas. Structural changes in HR management expand opportunities to gain a solid competitive advantage. The institutionalization of various HR roles requires a foundation of values directed by madrasas leaders. The leaders ensure the identity of madrasas’ values and orientations while considering the demands of competition. The conclusion is that the institutionalization of HR practice management in madrasah’s efforts to compete requires leadership support that represents and understands madrasas with an inclusive nature.   Received: 20 March 2022 / Accepted: 21 June 2022 / Published: 5 July 2022

This research aims to examine the effect of marketing investments conducted by binder manufacturers such as direct mail, tangible rewards, interpersonal communication, and preferential treatment towards behavioral and customer gratitude as mediator variables. This research is a quantitative study with 95 respondents from binder manufacturers. The sampling technique used is the convenience sampling technique. The data that has been obtained is processed using the IBM SPSS Statistics 20 for Windows program. Based on this research, marketing investments such as direct mail, tangible reward, and preferential treatment have a significant relationship with the variable customer gratitude. Besides, interpersonal communication activities do not have a substantial effect on customer gratitude. Preferential treatment by binder producers has the most significant positive impact on customer gratitude than other marketing investment variables. Finally, it is also known those customer gratitude customers due to the effect of marketing investment activities by binder manufacturer influence customer behavioral loyalty.