eprintid: 72121
rev_number: 10
eprint_status: archive
userid: 12460
dir: disk0/00/07/21/21
datestamp: 2025-07-24 02:10:58
lastmod: 2025-07-24 02:10:58
status_changed: 2025-07-24 02:10:58
type: thesis
metadata_visibility: show
contact_email: muh.khabib@uin-suka.ac.id
creators_name: M. Rizky Aditya Prayoga, NIM.: 21104090014
title: PENERAPAN STRATEGI BAURAN PEMASARAN DALAM PENERIMAAN SANTRI BARU DI PONDOK PESANTREN PEMBANGUNAN MANDIRANCAN KUNINGAN JAWA BARAT
ispublished: pub
subjects: 371.2.
divisions: jur_kis2
full_text_status: restricted
keywords: Bauran Pemasaran, Penerimaan Santri Baru, Pondok
Pesantren, Strategi Pemasaran
note: Muhammad Qowim, M.Ag
abstract: 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
date: 2025-06-20
date_type: published
pages: 201
institution: UIN SUNAN KALIJAGA YOGYAKARTA
department: FAKULTAS ILMU TARBIYAH DAN KEGURUAN
thesis_type: skripsi
thesis_name: other
citation:   M. Rizky Aditya Prayoga, NIM.: 21104090014  (2025) PENERAPAN STRATEGI BAURAN PEMASARAN DALAM PENERIMAAN SANTRI BARU DI PONDOK PESANTREN PEMBANGUNAN MANDIRANCAN KUNINGAN JAWA BARAT.  Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.   
document_url: https://digilib.uin-suka.ac.id/id/eprint/72121/1/21104090014_BAB-I_IV-atau-V_DAFTAR-PUSTAKA.pdf
document_url: https://digilib.uin-suka.ac.id/id/eprint/72121/2/21104090014_BAB-II_sampai_SEBELUM-BAB-TERAKHIR.pdf