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ANALISIS BAURAN PEMASARAN (7P) DI MTS DARUL MUTA’ALIMIN KOTA SUKABUMI
This research is based on the intense competition among educational institutions and the economic challenges faced by the community surrounding MTs Darul Muta’alimin, the majority of whom belong to the lower-middle class. Despite financial limitations and inadequate infrastructure, this madrasah has managed to maintain its existence through unique marketing strategies. This study aims to analyze the implementation of the marketing mix (7P), which includes product, price, place, promotion, people, process, and physical evidence, as well as to identify the madrasah's efforts in overcoming various operational obstacles. This study employs a qualitative approach with a case study design. Data was collected through interviews, observation, and documentation studies involving the Madrasah Head, teachers, and staff as research subjects. The subjects were selected using a non-probability sampling technique of the purposive type, where informants were chosen based on the 3 criteria: knowing, understanding, and experiencing the subject of the research, ensuring data relevance. Data analysis utilized data condensation, data display, and conclusion drawing. Data validity was established through triangulation source and technique. The results MTs Darul Muta’alimin implements an adaptive marketing mix strategy based on socio-religious values. 1) Product: The madrasah offers a "Love-Based Curriculum" that integrates national standards with the strengthening of religious character through kitab kuning. 2) Price: The free education policy for new students serves as the primary attraction for the lower-middle-class community. 3) Place: The strategic location in the heart of a residential area ensures easy accessibility. 4) Promotion: Marketing is carried out through a synergy of word-of-mouth communication, engagement with community leaders, and the optimization of digital media. 5) People: The services are supported by competent teaching staff who prioritize a familial approach. 6) Process: Operational management of enrollment and learning is conducted efficiently and responsively. 7) Physical Evidence: Despite limitations in physical facilities, the madrasah compensates by maintaining disciplined environmental cleanliness and showcasing achievements through championship trophies. Overall, the 7P marketing mix at MTs Darul Muta’alimin has successfully built a positive image and gained public trust amidst the limitations of infrastructure.
FAKULTAS ILMU TARBIYAH DAN KEGURUAN, UIN SUNAN KALIJAGA YOGYAKARTA
NIM.: 21104090039 Muhammad Ervin Maulana
ANALISIS BAURAN PEMASARAN (7P) DI MTS DARUL MUTA’ALIMIN KOTA SUKABUMI (Text)
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