MANAJEMEN STRATEGI PEMASARAN PENDIDIKAN DALAM UPAYA MENINGKATKAN KEPERCAYAAN MASYARAKAT (STUDI KASUS DI MI AL FALAH MUHAMMADIYAH KALIWIRU KULON PROGO)

Mariatul Fadilah, S.Pd., NIM.: 17204090005 (2020) MANAJEMEN STRATEGI PEMASARAN PENDIDIKAN DALAM UPAYA MENINGKATKAN KEPERCAYAAN MASYARAKAT (STUDI KASUS DI MI AL FALAH MUHAMMADIYAH KALIWIRU KULON PROGO). Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This research starts from a phenomenon that occurs in the world of education, namely: the number of public and private schools that were established while the number of students contested is insufficient to accommodate the number of existing schools. In this situation, the schools be able to compete in marketing schools. In order the school still get the students to do the learning process. Management of marketing strategy is used to assist schools in a structured marketing process. This is first step taken to attract public confidence in an educational institution. This research was conducted to determine the management of marketing strategies in an effort to increase public confidence in MI Al Falaah Muhammadiyah Kaliwiru. This research is a qualitative case study research using a management approach. Techniques of data collection use the method of observation, interviews and documentation. Then the data were analyzed using the Miles and Huberman model: Data collection, data reduction, data presentation, and conclusion drawing. The results of the research can be concluded, among others: First, the marketing strategy used is the promotion strategy of distributing brochures, coming to several schools for socialization, Madrasah Gembyar events and competition activities and participated by several kindergarten / TPA schools around Madrasas, coming to every house prospective students. Second, the obstacle faced is that many elementary schools with the status of the State are located around MI AL Falaah Kaliwiru, which is the toughest competitor in marketing. Third, then, the condition of the community who thinks that state schools have higher quality education guarantees than private schools. Fourth, the strategy offered is the development of a word of mouth marketing strategy that has been considered based on the social background of the community around the MI Al Falaah Madrasah. This strategy can be carried out by: (a) Intensifying the Madrasah flagship program so that it can be felt by the community, and improving the quality of Madrasas (b) Strengthening Madrasah networks or relationships with the guardians of students and the community, (c) Promoting Word of mouth by means of Organic Word of Mouth and Amplified Word of Mouth.

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