STRATEGI PEMASARAN PENDIDIKAN DENGAN METODE INTERNAL MARKETING : (STUDI KASUS DI MTS WALISONGO PEKAJANGAN PEKALONGAN)

Muhammad Hafnan Hidayat, NIM.: 19104090056 (2023) STRATEGI PEMASARAN PENDIDIKAN DENGAN METODE INTERNAL MARKETING : (STUDI KASUS DI MTS WALISONGO PEKAJANGAN PEKALONGAN). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The educational marketing process aims to increase the quantity and quality of students. The educational marketing strategy using the internal marketing method in its application at MTs Walisongo Pekajangan has been well realized, but it needs encouragement and support from several parties so that the implementation of the internal marketing strategy gets maximum results. This is coupled with the recent decline in the number of new students, so there is a need for innovation in the process of accepting new students. This study aims to determine the educational marketing strategy using the internal marketing method (a case study at MTs Walisongo Pekajangan Pekalongan). This research model is a qualitative research with a descriptive model. Informants in this study were the Head of School, Deputy Head of Curriculum, Deputy Student Affairs, Teachers, and Students. Collecting data in this study by observation, interviews, and documentation. Data analysis techniques with source triangulation and technique triangulation. For data validity techniques using data triangulation. The results of the study show: (1) The educational marketing strategy of MTs Walisongo Pekajangan uses a marketing mix strategy consisting of 7P product, price, place, promotion, people, physical evidence, and process. (2) Implementation of internal marketing strategy needs to pay attention to the following matters: (a) human resource development. (b) empowerment of alumni. (c) giving rewards. (d) optimization of teachers and students. (3) The internal marketing strategy has strengths and weaknesses in its application. The advantages are increasing teacher, employee and student loyalty, improving service quality, reducing marketing costs and increasing efficiency and productivity. Meanwhile, the weakness of the internal marketing strategy is that it requires additional costs, takes a long time, and is ineffective without full support from management

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