%A NIM.: 17204090005 Mariatul Fadilah, S.Pd.
%O Pembimbing : Prof. Dr. H. Hamruni, M. Si
%T MANAJEMEN STRATEGI PEMASARAN PENDIDIKAN DALAM  UPAYA MENINGKATKAN KEPERCAYAAN MASYARAKAT  (STUDI KASUS DI MI AL FALAH MUHAMMADIYAH KALIWIRU KULON PROGO)
%X This research starts from a phenomenon that occurs in the world of
education, namely: the number of public and private schools that were established
while the number of students contested is insufficient to accommodate the number of
existing schools. In this situation, the schools be able to compete in marketing
schools. In order the school still get the students to do the learning process.
Management of marketing strategy is used to assist schools in a structured marketing
process. This is first step taken to attract public confidence in an educational
institution. 
This research was conducted to determine the management of marketing
strategies in an effort to increase public confidence in MI Al Falaah Muhammadiyah
Kaliwiru. This research is a qualitative case study research using a management
approach. Techniques of data collection use the method of observation, interviews
and documentation. Then the data were analyzed using the Miles and Huberman
model: Data collection, data reduction, data presentation, and conclusion drawing. 
The results of the research can be concluded, among others: First, the
marketing strategy used is the promotion strategy of distributing brochures, coming
to several schools for socialization, Madrasah Gembyar events and competition
activities and participated by several kindergarten / TPA schools around Madrasas,
coming to every house prospective students. Second, the obstacle faced is that many
elementary schools with the status of the State are located around MI AL Falaah
Kaliwiru, which is the toughest competitor in marketing. Third, then, the condition of
the community who thinks that state schools have higher quality education
guarantees than private schools. Fourth, the strategy offered is the development of a
word of mouth marketing strategy that has been considered based on the social
background of the community around the MI Al Falaah Madrasah. This strategy can
be carried out by: (a) Intensifying the Madrasah flagship program so that it can be
felt by the community, and improving the quality of Madrasas (b) Strengthening
Madrasah networks or relationships with the guardians of students and the
community, (c) Promoting Word of mouth by means of Organic Word of Mouth and
Amplified Word of Mouth.
%K Manajemen, Pemasaran, Word Of Mouth.
%D 2020
%I UIN SUNAN KALIJAGA YOGYAKARTA
%L digilib44948