The Door-to-door Marketing Strategy in Increasing Student Enrollment at Vocational High School
Strategi Pemasaran Door-to-door dalam Meningkatkan Pendaftaran Siswa di SMK
DOI:
https://doi.org/10.21070/ups.10160Keywords:
Marketing strategy, Islamic Religious EducationAbstract
This study analyzes the implementation of a door-to-door marketing strategy to increase student enrollment at SMKS Muhammadiyah 1 Kemlagi and examines its influence on parents’ attitudes and decision-making. Using a qualitative descriptive case study approach, data were collected through interviews, observations, and documentation involving school leaders, the admission committee, teachers, parents, and students. The results show that the strategy was implemented through structured stages, including outreach to junior high schools, interest mapping based on questionnaires for segmentation and targeting, and home visits to potential families. Effective field practices involved contextual and persuasive communication, ethical visit procedures, involvement of school leaders and alumni, and continuous follow-up. The strategy successfully built parental trust, encouraged positive attitudes, and transformed initial interest into enrollment decisions, highlighting the importance of precise targeting and direct communication in educational marketing.
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