eprintid: 77104
rev_number: 10
eprint_status: archive
userid: 12243
dir: disk0/00/07/71/04
datestamp: 2026-06-23 06:47:41
lastmod: 2026-06-23 06:47:41
status_changed: 2026-06-23 06:47:41
type: thesis
metadata_visibility: show
contact_email: muchti.nurhidaya@uin-suka.ac.id
creators_name: Nevitian Ayu Eka Putri, NIM.: 21104090004
title: MANAJEMEN PEMASARAN JASA PENDIDIKAN
DALAM PENINGKATAN MINAT DAN KEPUASAN
PESERTA DIDIK BARU DI MTS BINAUL UMMAH
BANTUL
ispublished: pub
subjects: 371.2.
divisions: jur_kis2
full_text_status: restricted
keywords: manajemen pemasaran; bauran pemasaran
7P; pemasaran pendidikan; minat peserta didik; kepuasan
peserta didik.
note: Dr. Zainal Arifin, M.S.I
abstract: This study aims to describe “Educational Service
Marketing Management in Enhancing the Interest and
Satisfaction of New Students at MTs Binaul Ummah Bantul.”
The background of this study is based on the increasing
competition among educational institutions, which requires
madrasahs to implement effective marketing strategies in
order to attract public attention and increase student
enrollment. The focus of this study includes the implementation
of the 7P educational service marketing mix, namely product,
price, place, promotion, people, process, and physical
evidence, as well as the application of the Marketing 4.0
approach in educational promotion strategies that combine
conventional and digital promotion.
This study employs a descriptive qualitative approach,
with data collected through interviews, observation, and
documentation. The research informants include the head of
the madrasah, the vice principal for public relations, teachers,
new student admission staff, new students, and parents. The
data were analyzed through data reduction, data presentation,
and conclusion drawing.
The results of the study show that MTs Binaul Ummah
Bantul has implemented educational service marketing
management in a planned manner through flagship programs
such as tahfidz, extracurricular activities, affordable tuition
fees, conventional promotion, and the use of digital media,
although the latter remains limited. The madrasah’s facilities,
teacher commitment, and structured learning process serve as
added value in increasing prospective students’ interest. The
satisfaction of new students and parents is reflected in their
positive assessment of educational services, the tahfidz
program, affordable fees, teacher friendliness, and a
conducive learning environment, although the effectiveness of
digital promotion still needs to be improved. Location factors,
public perception, and the completeness of facilities and
infrastructure remain significant influences on enrollment interest. This study concludes that the implementation of
educational service marketing management at MTs Binaul
Ummah Bantul supports the increase of prospective new
students’ interest as well as the satisfaction of new students
and parents. However, strengthening digital promotion and
optimizing public communication strategies are still needed so
that the madrasah can reach the wider community more
effectively.
date: 2026-04-29
date_type: published
pages: 148
institution: UIN SUNAN KALIJAGA YOGYAKARTA
department: FAKULTAS ILMU TARBIYAH DAN KEGURUAN
thesis_type: skripsi
thesis_name: other
citation:   Nevitian Ayu Eka Putri, NIM.: 21104090004  (2026) MANAJEMEN PEMASARAN JASA PENDIDIKAN DALAM PENINGKATAN MINAT DAN KEPUASAN PESERTA DIDIK BARU DI MTS BINAUL UMMAH BANTUL.  Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.   
document_url: https://digilib.uin-suka.ac.id/id/eprint/77104/1/21104090004_BAB-I_IV-atau-V_DAFTAR-PUSTAKA.pdf
document_url: https://digilib.uin-suka.ac.id/id/eprint/77104/2/21104090004_BAB-II_sampai_SEBELUM-BAB-TERAKHIR.pdf