The Implementation of Marketing Mix as an Educational Marketing Strategy in Private School
Penerapan Marketing Mix sebagai Strategi Pemasaran Pendidikan di Sekolah Swasta
DOI:
https://doi.org/10.21070/ups.10151Keywords:
Implementation, Strategy, marketing mix, educational marketingAbstract
This study aims to examine the application of marketing mix strategies in efforts to improve the competitiveness of Islamic educational institutions. Data were collected through interviews, observations, and documentation, then analyzed using data condensation, data presentation, and data verification techniques. The results showed that the implementation of the 7P marketing mix at Al Islam Krian Junior High School covered the aspects of product, price, promotion, place, process, physical, and people, which synergistically increased public trust and the number of applicants. The advantage of implementing this strategy is a significant increase in the number of students, supported by digital promotion and facilities that support the school's appeal. However, there are also challenges in the form of management complexity and large budget requirements. The conclusion of this study confirms that an appropriate and integrated marketing mix strategy can be a key factor in the success of increasing the competitiveness of private schools.
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