Implementasi Bauran Pemasaran Sebagai Strategi Pemasaran Jasa Pendidikan
DOI:
https://doi.org/10.18592/moe.v10i1.9507Abstract
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
Alma, B. (2014). Manajemen Pemasaran dan Pemasaran Jasa. Bandung: Alfabeta.
Andreas, A. (2021). Penerapan Strategi Promosi Dalam Pemasaran Jasa Pendidikan Di Masa Pandemi Covid-19. In Prosiding Seminar Nasional IAHN-TP Palangka Raya (hal. 102–110). https://doi.org/https://doi.org/10.33363/sn.v0i6.170
Ansari, A. (2020). Penerapan Manajemen Mutu Terpadu di MTS Negeri 2 Banjarmasin. Management of Education: Jurnal Manajemen Pendidikan Islam, 6(1).
Fauzan, N. A., & Tharaba, M. F. (2023). Manajemen Pengembangan Kurikulum dalam Meningkatkan Mutu Sekolah di SMA Darul Ulum 1 Unggulan Bppt Jombang. Ulul Amri: Jurnal Manajemen Pendidikan Islam, 2(1), 17–27.
Hasana, H., & Siswanto, R. (2023). Strategi Manajemen Pemasaran Pendidikan Berbasis Sistem Bauran Marketing Mix. BHINNEKA: Jurnal Pendidikan dan Pemikiran, 1(1), 48–55. https://doi.org/https://doi.org/10.59355/bhin.v1i1.88
Herwan, H., Aswandi, A., & Chiar, M. (2018). The role of school committee in supporting the fulfillment of education facilities and infrastructure. Journal of Education, Teaching and Learning, 3(2), 282–287.
Hidayat, A., & Machali, I. (2012). Pengelolaan Pendidikan, Konsep, Prinsip, Dan Aplikasi Dalam Mengelola Sekolah Dan Madrasah. Yogyakarta: Penerbit Kaukaba.
Ismail, I. (2017). Pengembangan Kualitas Manajemen Pendidikan. ITTIHAD, 13(24), 44–57.
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
Karim, A., Zafi, A. A., & Rochimuzzama, R. (2022). Improving the Competitiveness of Educational Institutions through Marketing Mix Management at Islamic Elementary School. Al Ibtida: Jurnal Pendidikan Guru MI, 9(1), 202–218.
Masing, M., & Widyana, R. (2021). Marketing Mix Method Sebagai Strategi Pemasaran Pendidikan di SMA Kristen Barana. Jurnal Pendidikan Indonesia, 2(03), 459–468. https://doi.org/https://doi.org/10.59141/japendi.v2i03.111
Munarsih, M., Harsono, Y., & Jaenudin, J. (2021). Promotional strategy for admission of new students through digital marketing during the covid-19 pandemic at sdit bina cendekia-depok. International Journal of Economy, Education and Entrepreneurship, 1(1), 47–52. https://doi.org/https://doi.org/10.53067/ije3.v1i1.6
Nurmalasari, N., & Masitoh, I. (2020). Manajemen Strategik Pemasaran Pendidikan Berbasis Media Sosial. Journal Of Management Review, 4(3), 543–548. https://doi.org/http://dx.doi.org/10.25157/mr.v4i3.4524
Safitri, A., & Hanifa, F. H. (2021). Tinjauan Aktivitas Marketing Mix Pijar Sekolah Pt. telkom Indonesia (witel Bandung) Tahun 2021. eProceedings of Applied Science, 7(4).
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
Alma, B. (2014). Manajemen Pemasaran dan Pemasaran Jasa. Bandung: Alfabeta.
Andreas, A. (2021). Penerapan Strategi Promosi Dalam Pemasaran Jasa Pendidikan Di Masa Pandemi Covid-19. In Prosiding Seminar Nasional IAHN-TP Palangka Raya (hal. 102–110). https://doi.org/https://doi.org/10.33363/sn.v0i6.170
Ansari, A. (2020). Penerapan Manajemen Mutu Terpadu di MTS Negeri 2 Banjarmasin. Management of Education: Jurnal Manajemen Pendidikan Islam, 6(1).
Fauzan, N. A., & Tharaba, M. F. (2023). Manajemen Pengembangan Kurikulum dalam Meningkatkan Mutu Sekolah di SMA Darul Ulum 1 Unggulan Bppt Jombang. Ulul Amri: Jurnal Manajemen Pendidikan Islam, 2(1), 17–27.
Hasana, H., & Siswanto, R. (2023). Strategi Manajemen Pemasaran Pendidikan Berbasis Sistem Bauran Marketing Mix. BHINNEKA: Jurnal Pendidikan dan Pemikiran, 1(1), 48–55. https://doi.org/https://doi.org/10.59355/bhin.v1i1.88
Herwan, H., Aswandi, A., & Chiar, M. (2018). The role of school committee in supporting the fulfillment of education facilities and infrastructure. Journal of Education, Teaching and Learning, 3(2), 282–287.
Hidayat, A., & Machali, I. (2012). Pengelolaan Pendidikan, Konsep, Prinsip, Dan Aplikasi Dalam Mengelola Sekolah Dan Madrasah. Yogyakarta: Penerbit Kaukaba.
Ismail, I. (2017). Pengembangan Kualitas Manajemen Pendidikan. ITTIHAD, 13(24), 44–57.
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
Karim, A., Zafi, A. A., & Rochimuzzama, R. (2022). Improving the Competitiveness of Educational Institutions through Marketing Mix Management at Islamic Elementary School. Al Ibtida: Jurnal Pendidikan Guru MI, 9(1), 202–218.
Masing, M., & Widyana, R. (2021). Marketing Mix Method Sebagai Strategi Pemasaran Pendidikan di SMA Kristen Barana. Jurnal Pendidikan Indonesia, 2(03), 459–468. https://doi.org/https://doi.org/10.59141/japendi.v2i03.111
Munarsih, M., Harsono, Y., & Jaenudin, J. (2021). Promotional strategy for admission of new students through digital marketing during the covid-19 pandemic at sdit bina cendekia-depok. International Journal of Economy, Education and Entrepreneurship, 1(1), 47–52. https://doi.org/https://doi.org/10.53067/ije3.v1i1.6
Nurmalasari, N., & Masitoh, I. (2020). Manajemen Strategik Pemasaran Pendidikan Berbasis Media Sosial. Journal Of Management Review, 4(3), 543–548. https://doi.org/http://dx.doi.org/10.25157/mr.v4i3.4524
Safitri, A., & Hanifa, F. H. (2021). Tinjauan Aktivitas Marketing Mix Pijar Sekolah Pt. telkom Indonesia (witel Bandung) Tahun 2021. eProceedings of Applied Science, 7(4).
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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