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STRATEGI PEMASARAN JASA PENDIDIKAN DI MI MATHLA’UL ANWAR CISAUK KABUPATEN TANGERANG
This study aims to analyze the education service marketing strategy implemented at MI Mathla’ul Anwar Cisauk and to examine the steps taken by the school to overcome marketing constraints. The research is motivated by the fluctuation in the number of new student registrations at the madrasah (Islamic school) over the last four years, and the failure to meet the registration target in the last three years. This study uses a descriptive qualitative method. Informant determination employs the non-probability sampling technique, specifically the purposive sampling type. Data were collected through interviews, observation, and documentation. Data analysis techniques include data condensation, data display, and conclusion drawing/verification. Data validity is guaranteed through source triangulation and technique triangulation. The research results show the following: First, the marketing strategy of MI Mathla’ul Anwar Cisauk refers to the concepts of Segmenting, Targeting, Positioning (STP) and the Marketing Mix (7P). The strength of this strategy lies in the Positioning of the madrasah as an institution focused on moral development and the flagship Product of Tahfiz Juz 30. The most effective Promotion strategy is word of mouth, strongly supported by social and religious community closeness. However, the madrasah faces significant weaknesses in Physical Evidence, specifically the limited number of classrooms, which necessitates learning activities in two sessions, and laboratory facilities that are still merged with the library. Second, to overcome these problems, the madrasah demonstrates a commitment to continuous improvement. The problem-solving steps focus on improving the Process by simplifying the face-to-face registration flow and enhancing communication quality. Solution implementation includes strengthening the coordination of classrooms teachers as information bridges and deploying a standby team for parental assistance, actively supported by the School Committee. The success of the improvement steps is measured by the reduction in complaints, indicating increased service efficiency.
FAKULTAS ILMU TARBIYAH DAN KEGURUAN, UIN SUNAN KALIJAGA YOGYAKARTA
STRATEGI PEMASARAN JASA PENDIDIKAN DI MI MATHLA’UL ANWAR CISAUK KABUPATEN TANGERANG (Text)
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