MANAJEMEN MARKETING MIX 7P DI PONDOK PESANTREN AL LUQMANIYYAH YOGYAKARTA: ANALISIS DAMPAK PADA ANIMO MASYARAKAT

Nurul Miftachur Rodiyah, NIM.: 22204092024 (2024) MANAJEMEN MARKETING MIX 7P DI PONDOK PESANTREN AL LUQMANIYYAH YOGYAKARTA: ANALISIS DAMPAK PADA ANIMO MASYARAKAT. Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The increase in the number of educational institutions is not matched by an increase in the number of students. One of the triggering factors is less than optimal institutional management and decreased public interest. This thesis discusses the implementation of the 7P marketing mix management function at Al Luqmaniyyah Islamic Boarding School Yogyakarta and its impact on public interest. This research uses a qualitative approach. The research results show that the 7P marketing mix management at Al Luqmaniyyah Islamic Boarding School Yogyakarta includes, (1) Product students with a deep understanding of religion, students who are skilled and have noble character, graduates who play an active role in society, as well as extracurricular support services such as sorogan, mujahadah, penance, munaqosyah, nadhom memorization, and mentoring new students, (2) Price affordability and ease of payment, (3) Promotion social media and Website, community alumni, as well as through community service, (4) Strategic location, transportation accessibility, comfort, and has Islamic boarding school branches, (5) People's HR competency, responsiveness and commitment, (6) New student registration process , study, innovation and process development, (7) Important physical evidence such as building conditions, facilities and spatial arrangements as well as additional physical evidence such as environmental conditions and aesthetics. The impact of public interest from implementing 7P marketing mix management is classified in the form of the AIDAS model, (1) Attention, increasing people's religious knowledge and increasing inner peace (spiritual aspect), (2) Interest, growing public interest in the Islamic boarding school education system (social and cultural aspects ), (3) Desire, building public confidence in the moderation of Islamic boarding schools (social and political aspects), (4) Action, encouraging people to study at Islamic boarding schools, students are given the mandate to lead recitations, and increase the number of TPA Al students Luqmaniyyah (social aspect), (5) Satisfaction, generating satisfaction and motivation for students to learn, providing ideas and funds to support education, recommending Islamic boarding schools to others, building cooperation to establish Islamic boarding school branches (spiritual, economic and social aspects). The results of this research can be used to optimize the institution's marketing efforts and can be adopted in other Islamic boarding schools to implement the 7P marketing mix

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