%0 Thesis
%9 Skripsi
%A M. Rizky Aditya Prayoga, NIM.: 21104090014
%B FAKULTAS ILMU TARBIYAH DAN KEGURUAN
%D 2025
%F digilib:72121
%I UIN SUNAN KALIJAGA YOGYAKARTA
%K Bauran Pemasaran, Penerimaan Santri Baru, Pondok  Pesantren, Strategi Pemasaran
%P 201
%T PENERAPAN STRATEGI BAURAN PEMASARAN DALAM PENERIMAAN SANTRI BARU DI PONDOK PESANTREN PEMBANGUNAN MANDIRANCAN KUNINGAN JAWA BARAT
%U https://digilib.uin-suka.ac.id/id/eprint/72121/
%X The background of this research is based on the crucial role of marketing  strategies in maintaining the sustainability of Islamic boarding schools (pesantren)  amid the increasingly intense competition among educational institutions. Pondok  Pesantren Pembangunan Mandirancan has experienced a decline in the number of  new student applicants in recent years, prompting the management to adopt a 7P  marketing mix strategy as an effort to increase student enrollment while  strengthening the institution’s existence and public image.  This study aims to examine the implementation of the marketing mix strategy  in the process of admitting new students at Pondok Pesantren Pembangunan  Mandirancan, Kuningan, West Java. Specifically, the research seeks to identify the  objectives, components, achievements, as well as the supporting and inhibiting  factors in the implementation of the strategy. The findings of this research are  expected to provide theoretical contributions to the development of literature on  Islamic education marketing and serve as a reference for evaluation and strategic  development for pesantren managers and similar educational institutions.  The research method employed is a descriptive qualitative approach. Data  were collected through in-depth interviews, observation, and documentation.  Research subjects were determined based on the 3M criteria, namely knowing,  understanding, and directly experiencing the research theme. Data analysis was  carried out through three stages as proposed by Miles, Huberman, and Saldana: data  condensation, data display, and conclusion drawing. The validity of the findings was  tested using source and technique triangulation.  The results show that the marketing mix strategy implemented consists of  seven components (7P): the product in the form of an integrative curriculum, flexible  pricing, a strategic location, promotion combining traditional and digital media,  professional human resources, well-organized service processes, and physical  evidence such as adequate facilities and alumni achievements. Supporting factors for  the success of this strategy include the strength of the curriculum, the competence of  teaching staff, and community support. Meanwhile, inhibiting factors involve intense  competition among Islamic boarding schools and the prevalence of negative issues  about pesantren in the media. Although the implementation of the strategy has not  yet been fully optimal, there are indications of an increase in new student enrollment  as an initial positive outcome. It is recommended that the pesantren continue to  strengthen strategic communication, build positive narratives, and maximize the use  of digital technology to address the existing challenges
%Z Muhammad Qowim, M.Ag