DOI of the published article https://jer.or.id/index.php/jer/article/view/1415
Promotion Strategy in Increasing the Number of Students at SMA Muhammadiyah 4 Porong: A Qualitative Study with a Marketing Mix (7P) Approach
Strategi Promosi Dalam Meningkatkan Jumlah Peserta Didik di SMA Muhammadiyah 4 Porong: Sebuah Studi Kualitatif dengan Pendekatan Marketing Mix (7P)
DOI:
https://doi.org/10.21070/ups.5915Keywords:
Marketing Mix (7P), SMA Muhammadiyah 4 Porong, Educational Marketing, Promotional StrategyAbstract
Abstract. This study examines the promotional strategies of SMA Muhammadiyah 4 Porong and their impact on increasing student enrollment, using the Marketing Mix (7P) approach. Increasing competition among educational institutions has prompted schools to adopt effective marketing strategies. The research aims to analyze the implementation of promotional strategies and their impact on student numbers. Utilizing a qualitative method with a case study design, this research involves in-depth interviews, participant observation, document analysis, and FGDs. Respondents were selected through purposive sampling, including the principal, teachers, marketing staff, students, and parents. Data analysis uses a thematic approach with triangulation to ensure validity. The results indicate that the comprehensive implementation of the Marketing Mix (7P) strategy contributes significantly to increasing student enrollment. Factors such as excellent programs, competitive costs, strategic location, digital promotion, quality human resources, innovative learning processes, and modern facilities play crucial roles in attracting prospective students. These findings provide valuable insights for developing effective educational marketing strategies.
Keywords - Promotional Strategy, Marketing Mix (7P), SMA Muhammadiyah 4 Porong, Educational Marketing
Downloads
References
D. P. Sari, L. A. Wibowo, dan O. Ridwanudin, “Peran Strategis Sekolah Menengah Atas dalam Mempersiapkan Generasi Unggul,” J. Pendidik. Indones., vol. 12, no. 1, hal. 23–35, 2023.
A. Kurniawan, “Peran Pendidikan dalam Membangun Sumber Daya Manusia Unggul di Era Globalisasi,” J. Pendidik. dan Pengajaran, vol. 53, no. 2, hal. 145–160, 2020.
N. Suryani dan H. Setiawan, “Kontribusi Sekolah Menengah Atas dalam Mempersiapkan Siswa Menghadapi Dunia Kerja,” J. Pendidik. Indones., vol. 28, no. 1, hal. 34–47, 2019.
A. Nugroho dan W. Sumarni, “Penerapan Strategi Pemasaran Pendidikan di Sekolah Menengah Atas,” J. Manaj. Pendidik., vol. 10, no. 1, hal. 15–28, 2021.
A. Fradito dan Suti’ah., “Strategi Pemasaran Pendidikan dalam Meningkatkan Citra Sekolah,” J. Kependidikan Islam Al-Idarah, vol. 10, no. 1, hal. 1–18, 2020.
A. Setyowati dan D. Djatmiko, “Strategi Pemasaran Sekolah Dasar Islam Terpadu Nurul Fikri Tulungagung,” Neliti, vol. 16, no. 2, hal. 223–234, 2019.
W. I. Wijayanti dan Sugiyanto., “Strategi Pemasaran Sekolah dalam Upaya Meningkatkan Partisipasi Masyarakat di SMA Islam Nurul Amanah Kecamatan Tragah Kabupaten Bondowoso,” J. Inspirasi Manaj. Pendidik., vol. 5, no. 2, hal. 141–152, 2018.
D. Wijaya, Pemasaran Jasa Pendidikan: Mengapa Sekolah Memerlukan Marketing. Bandung: Salemba Empat, 2022.
A. Kusumawati, “Impact of Digital Marketing on Student Decision-Making Process of Higher Education Institution: A Case of Indonesia,” J. e-Learning High. Educ., hal. 1–11, 2019.
M. A. Rahman, N. A. Khan, dan A. A. Haque, “The Influence of Marketing Mix Elements on Students’ Choice of Higher Education Institutions: An Empirical Study in Bangladesh,” Qual. Assur. Educ., vol. 28, no. 5, hal. 611–628, 2020.
G. Alonderiene dan V. Klimaviciene, “The Impact of Marketing Mix Elements on Student Choice of Higher Education Institution,” Int. J. Educ. Manag., vol. 37, no. 3, hal. 425–444, 2023.
Y. Chen dan C. Lin, “Exploring the Effectiveness of Integrated Marketing Mix Strategies in Attracting Generation Z Students to Higher Education Institutions,” J. Mark. Educ., vol. 43, no. 2, hal. 189–210, 2021.
T. H. Nguyen, N. T. T. Oanh, dan N. T. T. Thuy, “The Role of Marketing Mix in Enhancing Student Satisfaction and Retention in Higher Education,” Int. J. Educ. Dev., vol. 88, no. 102417, 2022.
T. Soedarto, J. Sarjono, dan I. Ghozali, “A Holistic Assessment of the 7P Marketing Mix Framework in Enhancing the Competitiveness of Higher Education Institutions,” High. Educ., vol. 88, no. 1, hal. 145–172, 2024.
N. L. Rahmawati dan Saino., “Pengaruh Marketing Mix 7P Terhadap Keputusan Pemilihan Sekolah,” J. Pendidik. Tata Niaga, vol. 8, no. 3, hal. 1031–1037, 2020.
R. Astuti, R. L. R. Silalahi, dan G. D. P. Wijaya, “Analisis Marketing Mix 7P Terhadap Keputusan Pembelian Pada Sekolah Tinggi Ilmu Ekonomi Indocakti Malang,” J. Ris. Manaj., vol. 3, no. 1, hal. 1–15, 2020.
T. Primadhany, “Implementasi Strategi 7P dalam Peningkatan Jumlah Peserta Didik: Studi Kasus di SMA X Jawa Timur,” J. Manaj. Pendidik., vol. 8, no. 2, hal. 112–125, 2021.
A. Hidayat dan T. Prihatin, “Faktor-Faktor yang Mempengaruhi Efektivitas Strategi Marketing Mix di Lembaga Pendidikan,” J. Pendidik. dan Pembelajaran, vol. 15, no. 3, hal. 78–92, 2022.
E. Fatmawati dan Y. Purwanti, “Strategi Promosi Digital dalam Pemasaran Pendidikan,” J. Manaj. Pendidik., vol. 12, no. 2, hal. 45–60, 2023.
L. Johnson dan N. Lee, “Engaging Generation Z Prospective Students through Effective Social Media Marketing: A Case Study of a Higher Education Institution,” J. Mark. High. Educ., vol. 26, no. 2, hal. 123–142, 2024.
H. Wang, C. Chen, dan Y. Zhang, “Utilizing Virtual Tours and Interactive Webinars to Enhance Prospective Student Engagement and Enrollment: A Comparative Study of Two Private Schools,” Educ. Technol. Res., vol. 11, no. 2, hal. 189–210, 2024.
N. Patel dan R. Sharma, “Leveraging Digital Marketing Analytics to Enhance Student Recruitment Strategies: A Practical Guide for School Leaders,” Sch. Adm. Q., vol. 50, no. 2, hal. 235–260, 2024.
S. Wahyuni dan B. Sutrisno, “Inovasi Program Pendidikan sebagai Strategi Pemasaran Sekolah di Era Digital,” J. Manaj. Pendidik., vol. 13, no. 1, hal. 67–82, 2024.
M. A. Rahman dan R. A. Aziz, “The Importance of Teacher Quality and Expertise in Shaping Parental Trust and School Choice Decisions,” Int. J. Educ. Manag., vol. 38, no. 2, hal. 226–243, 2024.
Y. Chen, C. Shen, dan Y. Lin, “The Impact of Continuous Professional Development on Teaching Quality and Student Satisfaction in Higher Education,” J. Educ. Hum. Dev., vol. 23, no. 1, hal. 1–12, 2024.
N. Patel dan R. Kumar, “The Influence of Positive Interactions between Support Staff and Prospective Students on School Choice Decisions,” J. Mark. Educ., vol. 26, no. 2, hal. 182–201, 2024.
T. H. Nguyen dan H. H. Lee, “The Role of Teacher Involvement in Curriculum Development and Instructional Innovation on Student Engagement and School Reputation,” Educ. Train., vol. 66, no. 4, hal. 523–540, 2024.
M. Wilson, S. K. Johnson, dan J. Luft, “Integrating Technology into Teaching and Learning: Parental Perceptions and Expectations for Digitally Relevant Education,” TechTrends, vol. 68, no. 2, hal. 167–175, 2024.
S. Nurhayati, A. Supriyanto, dan H. A. Pradesa, “Pengembangan Sumber Daya Manusia sebagai Strategi Pemasaran Pendidikan,” J. Adm. Pendidik., vol. 29, no. 1, hal. 36–48, 2022.
S. Arikunto dan Suhardjono, Penelitian kualitatif: Sebuah metode penelitian yang membangun makna. Yogyakarta: Pustaka Pelajar, 2016.
J. W. Creswell dan J. D. Creswell, Research design: Qualitative, quantitative, and mixed methods approaches. United States: Sage Publications, 2022.
W. L. Neuman, Social research methods: Qualitative and quantitative approaches. United States: Pearson Prentice Hall, 2014.
L. Rahmawati dan S. Saino, “Pengaruh Product, Price, Promotion, dan People terhadap Keputusan Pemilihan Sekolah pada Sekolah Menengah Pertama Negeri 1 Kota Padang,” J. Manaj. Pendidik. Islam, vol. 7, no. 2, hal. 167–182, 2020.
N. D. Astuti, S. Harjono, dan B. Cahyono, “Pengaruh Physical Evidence terhadap Keputusan Pembelian Jasa Pendidikan pada Sekolah Dasar Muhammadiyah 1 Kota Malang,” J. Pendidik. Islam, vol. 7, no. 2, hal. 183–196, 2020.
D. Primadhany, “Pengaruh Penerapan Strategi 7P Marketing Mix terhadap Peningkatan Jumlah Peserta Didik di SMA Negeri 1 Kota Semarang,” J. Manaj. dan Kepemimp. Pendidik., vol. 8, no. 1, hal. 1–10, 2021.
M. Hidayat dan D. Prihatin, “Implementasi Strategi Marketing Mix 7P dalam Meningkatkan Jumlah Peserta Didik di Sekolah Menengah Pertama Negeri 1 Kota Magelang,” J. Pendidik. Islam Walisongo, vol. 7, no. 1, hal. 1–14, 2022.
D. A. Nugroho dan Sumarni., “Evaluasi Efektivitas Penerapan Strategi Pemasaran Pendidikan di SMP Negeri 1 Kota Blitar,” J. Manaj. Pendidik. Islam, vol. 8, no. 2, hal. 225–238, 2021.
A. Wijaya, “Inovasi dan Fleksibilitas Pemasaran Jasa Pendidikan: Meningkatkan Daya Saing Sekolah Swasta di Era Globalisasi,” J. Manaj. Pendidik. Islam, vol. 9, no. 1, hal. 1–12, 2022.
T. Kusumawati, “Efektivitas Strategi Pemasaran Digital dalam Menarik Minat Calon Mahasiswa di Era Digital,” J. Manaj. Pendidik. Islam, vol. 6, no. 2, hal. 213–224, 2019.
R. A. Sari, E. Supriyanti, dan L. Rahmawati, “Peran Kualitas Tenaga Pendidik dalam Membangun Reputasi Institusi Pendidikan Swasta,” J. Pendidik. Islam Walisongo, vol. 8, no. 1, hal. 43–54, 2023.
S. F. Wahyuni dan D. Sutrisno, “Inovasi Program Pendidikan sebagai Strategi Pemasaran Sekolah di Era Kompetitif,” J. Manaj. dan Kepemimp. Pendidik., vol. 11, no. 1, hal. 34–45, 2024.
A. Nurhayati, Sumarni, dan D. A. Nugroho, “Pengembangan Sumber Daya Manusia sebagai Komponen Vital dalam Meningkatkan Kualitas dan Daya Saing Sekolah Swasta,” J. Manaj. Pendidik. Islam, vol. 9, no. 2, hal. 245–258, 2022
Downloads
Additional Files
Posted
License
Copyright (c) 2024 UMSIDA Preprints Server
This work is licensed under a Creative Commons Attribution 4.0 International License.
