STRATEGI PEMASARAN 4C DALAM MENDUKUNG KUALITAS LEMBAGA DAN DAYA TARIK CALON PESERTA DIDIK DI MAN 3 BANTUL

Umi Salamah, NIM.: 22104090024 (2026) STRATEGI PEMASARAN 4C DALAM MENDUKUNG KUALITAS LEMBAGA DAN DAYA TARIK CALON PESERTA DIDIK DI MAN 3 BANTUL. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Increasing competition among educational institutions requires schools to implement effective marketing strategies to attract public interest and improve the quality of educational services. MAN 3 Bantul is one of the Islamic senior high schools that possesses distinctive attractiveness due to its location within a pesantren (Islamic boarding school) environment, its various flagship programs, and the trust it has earned from the community. Therefore, it is important to examine the marketing strategies implemented by the school through the 4C approach, namely Customer Value, Cost, Convenience, and Communication. This study aims to analyze the implementation of the 4C marketing strategy at MAN 3 Bantul, identify educational service users’ perceptions of the quality of educational services, and examine the impact of the implementation of the 4C marketing strategy on the attractiveness of prospective students. The findings of this study are expected to contribute to the development of educational marketing studies and serve as a reference for educational institutions in designing customer-oriented marketing strategies. This study employed a qualitative approach with a descriptive research design. Data were collected through interviews, observations, and documentation involving the principal, the vice principal for public relations, the student admission committee, teachers, parents, and students. Data were analyzed through data condensation, data display, and conclusion drawing and verification. The trustworthiness of the data was ensured through source triangulation and technique triangulation. The findings indicate that MAN 3 Bantul has implemented the 4C marketing strategy through the dimensions of Customer Value, Cost, Convenience, and Communication. Customer Value emerged as the most dominant aspect, reflected in the school's flagship programs, pesantren environment, achievements, and educational facilities. Educational service users generally perceived the quality of services positively, as reflected in the dimensions of tangibles, reliability, responsiveness, assurance, and empathy. Furthermore, the implementation of the 4C marketing strategy contributed positively to the attractiveness of MAN 3 Bantul through its religious education programs, flagship programs, institutional achievements, service accessibility, and communication conducted through various media platforms and community networks. Keywords: 4C Marketing Strategy, Educational Service Quality, Prospective Student Attractiveness

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