STRATEGI PEMASARAN SEKOLAH BERBASIS PESANTREN (STUDI DI MADRASAH ALIYAH AL-MA’HAD AN-NUR BANTUL)

Nur Wahid Sugiyanto, NIM 17204091006 (2020) STRATEGI PEMASARAN SEKOLAH BERBASIS PESANTREN (STUDI DI MADRASAH ALIYAH AL-MA’HAD AN-NUR BANTUL). Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The reason of this research to be done because there is problem about admission quota that was unfulfilled in 2014 and in 2016 there was a very significant increase in registrant. This reseach is purpose to know marketing strategy of education service which is used by MA Al-Ma’had An-Nur. In this research, researcher uses qualitative method, collecting data’s researcher by using interview, observation and triangulation. While analyzing data’s researcher by using analysis method of Miles and Huberman. The result of this research is: (1) Strategy of educational services marketing at MA Al-Ma'had An-Nur implemented by using MIX Marketing (product, price, place, promotion, human resources, physical evidence and process) product strategy, school which is integrating the curriculum between school and pesantren. Price strategy, affordable costs for all people. Place strategy, within strategic school location. Promotion strategy, make use of the media owned by Pesantren An-Nur. Natural resources strategy, teaching staff and employees who are qualified in their respective fields. Physical evidence strategy, it has representative facilities for teaching and learning activities. Process strategy, offering layered coaching for students including boarding house, school and Madrasah Diniyah. (2) Application of educational services at MA Al-Ma'had An-Nur includes planning, organizing, directing and monitoring. Planning to map the potency of educational service costumers using element of a competitive strategy (segmentation, targeting and posisioning). Organizing to form an executive committee for new student admission. Briefing about the duties and authority of the committee. Supervising supervises the work process of the committee that has been formed and the results exceed the target, this could be proven by the increasing number of registrants at MA An-Nur. (3) The supporting factor is a school that is integrated curriculum between school and pesantren. The inhibiting factor is that the integrated school system between the school curriculum and the pesantren has not been fully implemented, because the standard for admitting new students is too high. The solution that is offered by the researcher is pre class preparation MA (Madrasah Aliyah) which is only for new student passing selection, however they are not entering the standard admitting new students

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