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PENERAPAN STRATEGI BAURAN PEMASARAN DALAM PENERIMAAN SANTRI BARU DI PONDOK PESANTREN PEMBANGUNAN MANDIRANCAN KUNINGAN JAWA BARAT
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
FAKULTAS ILMU TARBIYAH DAN KEGURUAN, UIN SUNAN KALIJAGA YOGYAKARTA
NIM.: 21104090014 M. Rizky Aditya Prayoga
PENERAPAN STRATEGI BAURAN PEMASARAN DALAM PENERIMAAN SANTRI BARU DI PONDOK PESANTREN PEMBANGUNAN MANDIRANCAN KUNINGAN JAWA BARAT (Text)
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