MANAJEMEN PEMASARAN JASA PENDIDIKAN GUNA MEMENUHI KEPUASAN KONSUMEN (Studi Kasus di Madrasah Tsanawiyah Negeri 2 Grobogan)

Deni Pandu Putra Kusuma, NIM.: 18204091017 (2022) MANAJEMEN PEMASARAN JASA PENDIDIKAN GUNA MEMENUHI KEPUASAN KONSUMEN (Studi Kasus di Madrasah Tsanawiyah Negeri 2 Grobogan). Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Today, competition between madrasas is unavoidable, especially competition between madrasas. Competition between madrasas in attracting consumers and increasing customer satisfaction in the form of educational services. Marketing management of educational services for educational institutions is absolutely necessary. Madrasah Tsanawiyah Negeri 2 Grobogan is a formal educational institution that takes this opportunity and challenge by running a marketing management program for educational services to meet consumer satisfaction. The problems to be answered in this study are 1) why Madrasah Tsanawiyah Negeri 2 Grobogan seeks to increase consumer or customer satisfaction, 2) How is the marketing management of educational services to meet consumer satisfaction case studies at Madrasah Tsanawiyah Negeri 2 Grobogan, 3) What is the service marketing strategy education to meet consumer satisfaction case study at Madrasah Tsanawiyah Negeri 2 Grobogan. The technique used in determining informants is purposive sampling. Data collection techniques are observation, interviews, and document studies. Furthermore, the data analysis technique used was the Miles and Huberman type analysis which divided the analysis including data collection, data reduction, data display and conclusion drawing, verification. This research concludes: 1) Madrasah Tsanawiyah Negeri 2 Grobogan performs the functions of madrasas based on national education goals, achieving the vision, mission and goals of Madrasah Tsanawiyah Negeri 2 Grobogan, in order to realize the expectations of parents, madrasas realize that one component is students. 2) Marketing management of educational services to meet consumer satisfaction at Madrasah Tsanawiyah Negeri 2 Grobogan is to carry out the responsibility for planning, implementing, and evaluating learning in order to achieve the vision, mission, and goals of the madrasa, 3) Marketing strategy for educational services to meet consumer satisfaction at Madrasah Tsanawiyah Negeri 2 Grobogan, namely through improving the quality and services of education in madrasas, implementing excellent madrasa programs, building the image of the madrasa. This marketing strategy has different findings, namely the evaluation carried out is not in accordance with David W. Cravens' theory which makes three marketing concepts namely consumer needs, developing an organizational approach, and achieving organizational goals. Meanwhile, Madrasah Tsanawiyah Negeri 2 Grobogan did not implement an organizational approach to satisfy consumers.

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