Synergy of Marketing Strategies of Private Educational Institutions in Muhammadiyah Educational Units of Sumberrejo
Sinergisitas Strategi Pemasaran Lembaga Pendidikan Swasta pada Satuan Pendidikan Muhammadiyah Sumberrejo
DOI:
https://doi.org/10.21070/ups.9270Keywords:
Marketing strategy, Affiliate Marketing, Muhammadiyah schools, integrated marketing communicationAbstract
This study analyzes the forms, impacts, and driving and inhibiting factors of marketing synergy at the Muhammadiyah Educational Complex Sumberrejo, Bojonegoro. A descriptive qualitative method was applied through observations, in-depth interviews, and document analysis, interpreted thematically with references to relationship marketing, Integrated Marketing Communication (IMC), Institutional Theory, and the Resource-Based View. Findings reveal that marketing remains dominated by traditional approaches relying on local social networks, with word of mouth as the primary channel. Synergy among educational units enhances institutional visibility, reduces promotional costs, and strengthens community loyalty but remains incidental and lacks structured planning. Constraints include limited human resources for promotion, weak digital engagement, and underutilized institutional narratives as a unique selling point. The study recommends forming a cross-unit promotion team, strengthening institutional messaging, developing flagship programs, and improving promotional capacity. These findings enrich value-based educational marketing studies and offer a replicable model for other Muhammadiyah educational complexes.
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