STRATEGI PEMASARAN JASA PENDIDIKAN DALAM MENJARING MINAT MASYARAKAT PADA MADRASAH TSANAWIYAH AS’ADIYAH BANUA BARU POLEWALI MANDAR

Ananda Faudillah Alhumairah, NIM.: 17104090020 (2022) STRATEGI PEMASARAN JASA PENDIDIKAN DALAM MENJARING MINAT MASYARAKAT PADA MADRASAH TSANAWIYAH AS’ADIYAH BANUA BARU POLEWALI MANDAR. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Madrasah Tsanawiyah As'adiyah Banua Baru is an educational institution that offers educational services to consumers where consumers can enjoy educational service products with various variants. In this case, madrasah is something interesting to research, where madrasah is seen as something that lacks quality. With so much competition between madrasahs and public schools, madrasahs try to carry out educational marketing strategies by offering a variety of products that can be found in other public schools. The competition in winning educational services, especially in madrasahs, is very tight where educational customers are more confident in the products offered by public schools. Madrasah must have targets in achieving school goals by utilizing the marketing mix as a marketing strategy for educational services needed in society. In this study, researchers examined the marketing strategy of educational services in capturing public interest in madrasas using the marketing mix theory. The research was conducted at Madrasah Tsanawiyah As'adiyah Banua Baru Polewali Mandar. This research uses qualitative research with data collection techniques using observation, interviews and documentation. In addition to using observation, researchers also use indepth interview techniques to obtain more accurate data and then the data will be transcribed, coding, grouping, comparing, and controlling. And in the data validity technique, researchers use triangulation techniques. The results of the research conducted by researchers show that the educational marketing strategy of Madrasah Tsanawiyah As'adiyah Banua Baru is carried out by paying attention to the achievements of students who are different every year. Including students in the marketing strategy of educational services so that not only educators are involved. Showing the superior tahfidz program is also a madrasah strategy in marketing educational services. This can be an attraction for potential customers. In marketing educational services, a strategy is needed so that goals and targets can be achieved, the marketing mix of educational services called the marketing mix can help in achieving school goals. The marketing mix of educational services is product, place, price, promotion, people, physical evidence, and process. Supporting factors, the madrasah is the only one that applies the habituation of congregational prayer, besides that the superior tahfidz program in the madrasah is an attraction for educational customers. While the inhibiting factor is that the madrasah is located close to the equivalent public school, making people less interested, especially since the madrasah is a private school. The results of the implementation of the strategy carried out by the madrasah must be maximized, especially in the promotion carried out by the madrasah.

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