ANALISIS STRATEGI PEMASARAN LAYANAN PENDIDIKAN DALAM MEMPERKUAT BRAND AWARENESS DI PONDOK PESANTREN MODERN AL-MU’MINIEN LOHBENER INDRAMAYU

Diah Khoirohnissah, NIM.: 20104090079 (2024) ANALISIS STRATEGI PEMASARAN LAYANAN PENDIDIKAN DALAM MEMPERKUAT BRAND AWARENESS DI PONDOK PESANTREN MODERN AL-MU’MINIEN LOHBENER INDRAMAYU. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The background to this research began with the researcher's interest in the marketing strategy for educational services implemented by the Al-Mu'minien Lohbener Modern Islamic Boarding School, Indramayu. This Islamic boarding school has succeeded in maintaining its existence and branding as an educational institution well, and is able to maintain the stability of accepting new students every year, even though it is located near other Islamic boarding schools. This research aims to understand in depth the marketing strategies used by the Al-Mu'minien Lohbener Modern Islamic Boarding School, Indramayu, West Java. This research uses a qualitative approach with the aim of describing the analysis of marketing strategies for educational services in increasing brand awareness in Islamic boarding schools. Primary data was obtained from various informants who had a direct connection with the research variables, such as Islamic boarding school leaders, Asatidz Council, Media Team, Santri Organization Advisory Council (MPO), Islamic boarding school treasurer, santri, and santri guardians. Data collection was carried out through three main methods: observations that lasted for three months at the research location, interviews with a number of informants, and documentation. Data analysis follows Miles and Huberman's theory, which includes data condensation, data presentation, and drawing conclusions. The validity of the data is guaranteed through triangulation of sources, techniques and time. The research results show that the Al-Mu'minien Lohbener Modern Islamic Boarding School, Indramayu, has succeeded in implementing effective marketing strategies to strengthen its brand awareness and reputation as a superior institution. This strategy includes an integrated curriculum, affordable costs, strategic location, and adequate facilities. Promotion through social media and collaboration with the community has succeeded in expanding the reach of information and attracting the attention of the younger generation. Despite facing obstacles such as a shortage of IT experts and competition with other institutions, the use of social media and the success of alumni still helps this Islamic boarding school maintain its position and attract new prospective students. With a planned approach and technological adaptation, this Islamic boarding school has succeeded in innovating, strengthening its image and providing a sustainable positive impact. Keywords: Marketing Strategy, Education Services, Brand Awareness, Modern Islamic Boarding School.

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