STRATEGI PEMASARAN MAN 1 YOGYAKARTA DALAM REBRANDING PROGRAM KEAGAMAAN (MAN PK)

Azizah Fathur Rohiem, NIM.: 18104090003 (2022) STRATEGI PEMASARAN MAN 1 YOGYAKARTA DALAM REBRANDING PROGRAM KEAGAMAAN (MAN PK). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Educational marketing strategy is an effort by educational institutions to offer programs to educational consumers. MAN PK is a pilot project program organized by the Ministry of Religion as a leading religious specialization program which has been rebranded due to revitalization by the government. The revitalization aims to revive MAN PK by changing the name of Madrasah Aliyah Special Program (MAPK) to Madrasah Aliyah State Religious Program (MAN PK). In addition, the government updated the MAN PK curriculum by strengthening the dormitory curriculum. Thus, a marketing strategy is a very fundamental thing to be implemented in order to complement the desires and expectations of educational consumers, in addition to achieving the goals of educational institutions. This study describes the marketing strategy of MAN 1 Yogyakarta in the Rebranding Madrasah Aliyah Negeri Religious Program (MAN PK). This research is a descriptive qualitative research. Informants in this study were the Head of the Religious Unit, Deputy Public Relations, Educators, managers of MAN PK, educators and alumni of MAN PK. Sampling was based on the 3M criteria, namely knowing, understanding and experiencing. This study uses data collection techniques in the form of observation, interviews and documentation. Data analysis carried out in this study were transcript, coding, grouping, comparing and contrasting, and data interpretation. Researchers use triangulation of methods and triangulation of sources in achieving the validity of the data. The results of this study conclude that 1) The existence and positioning of MAN PK in MAN 1 Yogyakarta through the results of a SWOT analysis, namely as the superior product of MAN 1 Yogyakarta with product categories that study religious sciences and combined dormitory-based education. In addition, the existence of Man PK in MAN 1 Yogyakarta gives a positive image to the institution. 2) MAPK at MAN 1 Yogyakarta implements a marketing strategy in two stages, namely planning including market identification, market segmentation and market differentiation. The implementation includes the implementation of the 7p marketing mix, namely, product, price, people, promotion, place, physical evidence and process. 3) The results of the rebranding of MAN PK at MAN 1 Yogyakarta, namely increasing the quality of MAN PK as a superior specialization program by strengthening the dormitory-based curriculum, producing quality graduates and increasing the interest of prospective new students.

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