Marketing Strategy for Kindergarten Education in Bluru Kidul Village, Sidoarjo
Strategi Pemasaran Pendidikan Taman Kanak–kanak di Desa Bluru Kidul Sidoarjo
DOI:
https://doi.org/10.21070/ups.10268Keywords:
educational marketing strategy, kindergarten, marketing mix (7Ps)Abstract
Increased competition among early childhood education institutions requires kindergartens to apply marketing strategies that are adaptive and aligned with community characteristics. This study aims to evaluate the marketing strategies used by kindergartens in Bluru Kidul Village, Sidoarjo, and to identify supporting and inhibiting factors. The research used a descriptive qualitative approach, with data collected through documentation, in-depth interviews, and participatory observation. Data were analyzed thematically through reduction, display, and conclusion drawing. The results show that the institutions implement a Marketing Mix (7P) strategy by developing superior programs, setting flexible fees, utilizing strategic locations, promoting through local networks and social media, improving human resources, managing service processes, and providing tangible evidence of quality. In addition, community-based marketing and simple digital platforms such as WhatsApp groups effectively enhance institutional visibility and build public trust.
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