Analysis of Digital Marketing Effectiveness in Increasing New Students in Laboratory Schools
Analisis Efektivitas Pemasaran Digital dalam Peningkatan Murid Baru di Sekolah Laboratorium
DOI:
https://doi.org/10.21070/ups.11557Keywords:
digital marketing, marketing 4.0, costumer path 5A, E-Wom, ROMI, Islamic Educational InstitutionsAbstract
This qualitative case study analyzes the effectiveness of digital marketing in boosting student enrollment at SD Muhammadiyah 1 Candi Labschool Umsida from 2023/2024 to 2025/2026. Using interviews, admission records, and social media observation, findings reveal a significant increase in digitally acquired students (from 7 to 48). Framed by Marketing 4.0 and the 5A customer path, digital strategy strengthened word-of-mouth (WOM) via social media engagement, WhatsApp communication, and e-WOM. Authentic content, brand credibility, and responsive service were key drivers, improving Return on Marketing Investment (ROMI) cost-effectively. The study introduces the “Digital–Advocacy–Efficiency Loop” model for Islamic educational institutions.
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