Educational Marketing Strategies in Influencing Students Interest and Parents School Choice Decisions in the Digital Era at SMAIT Ar-Rahmah Lumajang
Strategi Pemasaran Lembaga Pendidikan dalam Mempengaruhi Minat Anak dan Keputusan Orang Tua di Era Digital di SMAIT Ar-Rahmah Lumajang
DOI:
https://doi.org/10.21070/ups.10235Keywords:
educational marketing strategy, digital marketing, school selection decision, Islamic educational institution, digital eraAbstract
This study aims to analyze educational institution marketing strategies in influencing school selection decisions in the digital era, with a case study at SMAIT Ar-Rahmah Lumajang. The research employs a descriptive qualitative approach, with data collected through interviews, observations, and documentation. Research informants include the principal, teachers, and parties involved in promotional activities and the management of school information media.
The findings indicate that SMAIT Ar-Rahmah utilizes various digital media platforms, such as social media and the school website, as marketing tools to build institutional image and disseminate information to the public. The marketing content emphasizes Islamic values, learning activities, and the institution’s distinctive programs as an integrated Islamic school. These digital marketing strategies contribute to shaping positive public perceptions and increasing parents’ interest in SMAIT Ar-Rahmah.
Based on the research findings, the implementation of digital marketing strategies at SMAIT Ar-Rahmah still faces several challenges, including limitations in human resources with adequate digital competencies, suboptimal planning and management of marketing content, as well as constraints in technological infrastructure and supporting facilities. These conditions have resulted in the underutilization of digital media as a means of institutional communication and promotion. Therefore, it is necessary to strengthen and further develop more systematic, well-planned, and sustainable digital marketing strategies in order to enhance marketing effectiveness in influencing parents’ perceptions, interests, and decisions when choosing schools for their children in the digital era.
Downloads
References
A. Prastowo and T. Manunggal, “Manajemen pemasaran jasa pendidikan di era digital,” Jurnal Manajemen Pendidikan, vol. 14, no. 1, pp. 66–78, 2022.
J. Bungai, “Digital marketing strategy in education management,” Journal of Educational Administration and Management, vol. 4, no. 2, pp. 112–123, 2024.
K. H. Zahira and W. N. Habiby, “Parents’ perceptions and preferences toward school selection for elementary school-age children,” Journal of Mathematics Instruction, Social Research and Opinion, vol. 4, no. 3, pp. 606–614, 2024.
D. Nugroho, “Kepemimpinan kepala sekolah dalam meningkatkan citra sekolah,” Jurnal Pendidikan Nasional, vol. 8, no. 2, pp. 95–107, 2021.
D. Setyowati, “Analysis of the effectiveness of digital marketing strategies in increasing interest in entering school,” Journal of Educational Marketing, vol. 3, no. 1, pp. 40–52, 2024.
I. Kurniasih, “Strategi digital marketing pada lembaga pendidikan,” Jurnal Komunikasi Pendidikan, vol. 9, no. 1, pp. 88–98, 2021.
P. Kotler, H. Kartajaya, and I. Setiawan, Marketing 6.0: The Future Is Immersive. Hoboken, NJ, USA: Wiley, 2024.
S. Mulyani, “Transformasi branding sekolah melalui digital marketing,” Jurnal Manajemen Pendidikan, vol. 12, no. 1, pp. 23–34, 2025.
A. Ikhwan, “Integrated Islamic school marketing management in Indonesia,” Journal of Islamic Education Management, vol. 7, no. 1, pp. 1–15, 2025.
R. R. Adawiyah et al., “Optimalisasi digital marketing sebagai upaya peningkatan daya tarik pendaftar sekolah,” Karimah Tauhid Journal, vol. 3, no. 1, pp. 55–68, 2025.
R. Darmawan, “Kolaborasi guru dan tim promosi dalam branding sekolah,” Jurnal Penelitian Pendidikan, vol. 10, no. 1, pp. 67–79, 2022.
L. J. Moleong, Metodologi Penelitian Kualitatif, ed. revisi. Bandung, Indonesia: PT Remaja Rosdakarya, 2024.
N. Wahyunto, W. Dzakiria, and R. Irdiyanti, “Strategi pemasaran digital dalam meningkatkan daya saing lembaga pendidikan,” Jurnal Pendidikan dan Manajemen, vol. 5, no. 3, pp. 201–213, 2023.
Sugiyono, Metode Penelitian Pendidikan: Pendekatan Kuantitatif, Kualitatif, dan R&D. Bandung, Indonesia: Alfabeta, 2023.
. Z. Munawwaroh, N. Alifia, M. M. Syahidah, dan M. A. Kurniawan, “Teknik pengumpulan data melalui observasi pada aktivitas pemasaran digital di media sosial sekolah,” DIAJAR: Jurnal Pendidikan dan Pembelajaran, vol. 4, no. 4, pp. 687–694, 2025.
. I. Z. Afifah and N. A. Wiyani, “Education marketing management based on information and communication technology: a qualitative study using interview, observation, and documentation,” Al-Idarah: Jurnal Kependidikan Islam, vol. 12, no. 2, pp. XX–XX, 2025.
P. Kotler, H. Kartajaya, and I. Setiawan, Marketing 6.0: The Future Is Immersive. Hoboken, NJ, USA: Wiley, 2024.
M. B. Miles, A. M. Huberman, and J. Saldaña, Qualitative Data Analysis: A Methods Sourcebook, 4th ed. Thousand Oaks, CA, USA: SAGE Publications, 2020.
J. Bungai, “Digital marketing strategy in education management,” Journal of Educational Administration and Management, vol. 4, no. 2, pp. 112–123, 2024.
N. Wahyunto, W. Dzakiria, and R. Irdiyanti, “Strategi pemasaran digital dalam meningkatkan daya saing lembaga pendidikan,” Jurnal Pendidikan dan Manajemen, vol. 5, no. 3, pp. 201–213, 2023.
D. K. Robby, “Digital marketing sebagai media branding lembaga pendidikan,” Jurnal Pendidikan dan Manajemen Sekolah, vol. 6, no. 2, pp. 78–89, 2024.
S. Mulyani, “Transformasi branding sekolah melalui digital marketing,” Jurnal Manajemen Pendidikan, vol. 12, no. 1, pp. 23–34, 2025.
Abid, “The use of the school website as a digital marketing strategy in madrasah,” Journal of Educational Management and Research, vol. 5, no. 1, pp. 45–58, 2025.
. I. Fiantini, “Strategi Content Marketing Berbasis Nilai-Nilai Islam dalam Meningkatkan Citra Lembaga Pendidikan Islam di Era Digital,” Naafi: Jurnal Manajemen Pendidikan Islam, 2025.
A. Ikhwan, “Integrated Islamic school marketing management in Indonesia,” Journal of Islamic Education Management, vol. 7, no. 1, pp. 1–15, 2025.
D. Setyowati, “Analysis of the effectiveness of digital marketing strategies in increasing interest in entering school,” Journal of Educational Marketing, vol. 3, no. 1, pp. 40–52, 2024.
. E. Pertiwi and A. P. Sanusi, “Storytelling in the digital age: Examining the role and effectiveness in communication strategies of social media content creators,” Palakka: Media and Islamic Communication, vol. 4, no. 1, pp. 25–34, 2023.
. A. Ayu Paramitha, M. N. Nurwahidin, N. E. Rusminto, and R. Firdaus, “Technology integration in teaching materials for optimizing students’ learning skills through PJBL approach,” Jurnal Teknologi Pendidikan: Jurnal Penelitian dan Pengembangan Pembelajaran, vol. 10, no. 4, pp. 863–873, 2025, doi:10.33394/jtp.v10i4.16996.
. Suhartono, A. Khamidi, dan M. Sholeh, “Analisis SWOT Proses Penerimaan Siswa Baru dan Pemasaran Pendidikan di SMAN 1 Balongpanggang,” JPG: Jurnal Pendidikan Guru, vol. 6, no. 2, pp. 343–349, 2025.
Downloads
Additional Files
Posted
License
Copyright (c) 2026 UMSIDA Preprints Server
This work is licensed under a Creative Commons Attribution 4.0 International License.
