MANAJEMEN PEMASARAN JASA PENDIDIKAN DALAM PENINGKATAN MINAT DAN KEPUASAN PESERTA DIDIK BARU DI MTS BINAUL UMMAH BANTUL

Nevitian Ayu Eka Putri, NIM.: 21104090004 (2026) MANAJEMEN PEMASARAN JASA PENDIDIKAN DALAM PENINGKATAN MINAT DAN KEPUASAN PESERTA DIDIK BARU DI MTS BINAUL UMMAH BANTUL. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This study aims to describe “Educational Service Marketing Management in Enhancing the Interest and Satisfaction of New Students at MTs Binaul Ummah Bantul.” The background of this study is based on the increasing competition among educational institutions, which requires madrasahs to implement effective marketing strategies in order to attract public attention and increase student enrollment. The focus of this study includes the implementation of the 7P educational service marketing mix, namely product, price, place, promotion, people, process, and physical evidence, as well as the application of the Marketing 4.0 approach in educational promotion strategies that combine conventional and digital promotion. This study employs a descriptive qualitative approach, with data collected through interviews, observation, and documentation. The research informants include the head of the madrasah, the vice principal for public relations, teachers, new student admission staff, new students, and parents. The data were analyzed through data reduction, data presentation, and conclusion drawing. The results of the study show that MTs Binaul Ummah Bantul has implemented educational service marketing management in a planned manner through flagship programs such as tahfidz, extracurricular activities, affordable tuition fees, conventional promotion, and the use of digital media, although the latter remains limited. The madrasah’s facilities, teacher commitment, and structured learning process serve as added value in increasing prospective students’ interest. The satisfaction of new students and parents is reflected in their positive assessment of educational services, the tahfidz program, affordable fees, teacher friendliness, and a conducive learning environment, although the effectiveness of digital promotion still needs to be improved. Location factors, public perception, and the completeness of facilities and infrastructure remain significant influences on enrollment interest. This study concludes that the implementation of educational service marketing management at MTs Binaul Ummah Bantul supports the increase of prospective new students’ interest as well as the satisfaction of new students and parents. However, strengthening digital promotion and optimizing public communication strategies are still needed so that the madrasah can reach the wider community more effectively.

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