Implementasi Bauran Pemasaran Sebagai Strategi Pemasaran Jasa Pendidikan
DOI:
https://doi.org/10.18592/moe.v10i1.9507Keywords:
Marketing Mix, Marketing Strategy, Education ServicesAbstract
Educational institutions must now compete with other educational institutions to provide the best and most potential educational services and programmes. This study aims to investigate the use of marketing mix in marketing educational services at SMK Bismillah. In this study, data were collected using a descriptive qualitative approach, including observation, interviews, and documentation at the research location. After that, the data collected was tested for validity, namely by credibility test, transferability test, dependability test, and confirmability test. Data analysis uses data reduction, data presentation/display, and data verification (conclusions drowing/verifying). The results showed that 1) SMK Bismillah has successfully implemented an educational services marketing strategy using the marketing mix. This can be seen from the application of the seven parts of the marketing strategy, namely Strategy Product, Strategy Price, Strategy Place, Strategy Promotion, Strategy People, Strategy Physical Evidence, and Strategy Process. 2) Supporting factors for the implementation of the marketing mix of educational services marketing strategies at SMK Bismillah include Product strategies that rely on superior competencies, curriculum alignment with the world of work, and excellence and output from the majors at SMK Bismillah are strong supporting factors in attracting prospective students. In the aspect of human resources, SMK Bismillah has qualified and qualified educators and education personnel, so as to provide good education and in accordance with the needs of students. SMK Bismillah also ensures the use of a curriculum that complies with national standards and recommendations from the Ministry of National Education. Overall, SMK Bismillah has been successful in implementing educational services marketing strategies through a diverse and effective marketing mix.References
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Ismuratno, I., Hamdani, M. K., & Prahastiwi, E. D. (2021). Implementasi Strategi Pemasaran Jasa Pendidikan Di Lembaga Sekolah Dasar Islam Insan Cendekia Pacitan. KREATIF: Jurnal Pemikiran Pendidikan Agama Islam, 19(1), 16–29. https://doi.org/https://doi.org/10.52266/kreatif.v19i1.685
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Sari, M. (2022). Implementasi Strategi Pemasaran Jasa Pendidikan Saat Pandemi Covid-19 di SMK Muhammadiyah Pagar Alam. Management of Education: Jurnal Manajemen Pendidikan Islam, 8(1), 1–14.
Shobron, S., Amrin, Rosyadi, I., & Muthoifin. (2020). Islamic Education Values in the Tradition of Peta Kapanca of Mbojo Community Tribe in West Nusa Tenggara. International Journal of Advanced Science and Technology, 29(5), 6802–6812. Diambil dari http://sersc.org/journals/index.php/IJAST/article/view/17744
Sirait, D. (2021). The Influence Of Principal Transformational Leadership, Work Culture And Work Environment On Teacher Performance In State Senior High Schools Throughout Banjarbaru City. J Adv Educ Philos, 5(12), 391–400.
Suarsana, I. M., & Pujawan, I. G. N. (2017). Pendidikan dan Latihan Pembelajaran Pecahan Bagi Guru-Guru Sekolah Dasar Gugus V Kecamatan Kubu. Widya Laksana, 6(1), 52–61.
Sugitayasa, I. M., Simbolon, B., & Kailola, L. G. (2020). Strategi Pemasaran Sekolah Dasar Pertiwi Abhilasa Dalam Meningkatkan Jumlah Siswa. Jurnal Manajemen Pendidikan, 9(2), 119–136. https://doi.org/https://doi.org/10.33541/jmp.v9i2.3016
Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: CV. Alfabeta.
Wulandari, A., Harto, K., Astuti, M., & Sandi, A. (2021). Implementasi Strategi Pemasaran Jasa Pendidikan pada Masa Pandemi Covid-19 di SMK Muhammadiyah Pagar Alam. Islamic Management: Jurnal Manajemen Pendidikan Islam, 4(02), 285–300. https://doi.org/http://dx.doi.org/10.30868/im.v4i02.1519
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