IMPLEMENTASI MODEL MARKETING MIX SEBAGAI STRATEGI PEMASARAN PENDIDIKAN DI MTsS NURUL ISLAM SUMBER JAYA LAMPUNG SELATAN

ACHMAD, MUSTANGIN (2025) IMPLEMENTASI MODEL MARKETING MIX SEBAGAI STRATEGI PEMASARAN PENDIDIKAN DI MTsS NURUL ISLAM SUMBER JAYA LAMPUNG SELATAN. Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk menganalisis dan mendeskripsikan implementasi model marketing mix sebagai strategi pemasaran pendidikan di MTsS Nurul Islam Sumber Jaya Lampung Selatan. Latar belakang penelitian ini adalah adanya persaingan yang semakin ketat antar lembaga pendidikan, MTsS Nurul Islam Sumber Jaya Lampung Selatan menghadapi tantangan dalam menarik minat calon peserta didik baru serta mempertahankan citra positif di mata masyarakat. Strategi pemasaran melalui pendekatan marketing mix dinilai penting karena mampu membantu lembaga pendidikan dalam meningkatkan citra, daya saing, dan jumlah peserta didik di tengah persaingan antar lembaga pendidikan yang semakin ketat. Penelitian ini menggunakan pendekatan kualitatif dengan jenis studi kasus tunggal dan bersifat deskriptif eksploratif. Teknik pengumpulan data dilakukan melalui wawancara terstruktur dengan kepala madrasah, wakil kepala bidang kurikulum, wakil kepala bidang kesiswaan sekaligus operator, serta ketua komite. Selain itu, data diperoleh melalui observasi langsung di lokasi dan dokumentasi. Uji keabsahan data dilakukan melalui triangulasi sumber. Hasil penelitian menunjukkan bahwa strategi pemasaran yang dilakukan oleh MTsS Nurul Islam Sumber Jaya Lampung Selatan meliputi: (1) Produk: Madrasah menawarkan program unggulan berbasis nilai-nilai Islam, seperti tahfidz Al-Qur’an, kegiatan ekstrakurikuler, pembinaan karakter atau kokurikuler, serta pembelajaran akademik yang adaptif terhadap perkembangan zaman.; (2) Harga: Biaya pendidikan dirancang terjangkau dengan memperhatikan kondisi ekonomi masyarakat, dan tersedia program beasiswa bagi siswa berprestasi dan kurang mampu.; (3) Tempat: Lokasi madrasah yang strategis, mudah dijangkau, dan berada dalam lingkungan pesantren menjadi keunggulan tersendiri yang mendukung kenyamanan belajar.; dan (4) Promosi: Promosi dilakukan melalui berbagai saluran, seperti media sosial (Facebook, WhatsApp, Instagram), kegiatan keagamaan masyarakat pengajian, bazar, penyebaran brosur, serta dari mulut ke mulut oleh alumni dan wali murid. Kata Kunci: Implementasi, Marketing Mix, Strategi Pemasaran Pendidikan iii ABSTRACT This study aimed to analyze and describe the implementation of the marketing mix model as an educational marketing strategy at MTsS Nurul Islam Sumber Jaya, South Lampung. The background of the research was the increasingly intense competition among educational institutions. MTsS Nurul Islam Sumber Jaya faced challenges in attracting prospective students and maintaining a positive image in the eyes of the community. The marketing strategy using the marketing mix approach was considered important, as it could help the institution improve its image, competitiveness, and student enrollment amid the fierce competition. This research employed a qualitative approach with a single case study design and a descriptive-explorative nature. Data were collected through structured interviews with the principal, vice principal for curriculum, vice principal for student affairs who also served as the operator, and the head of the school committee. Additional data were obtained through direct observation at the research site and documentation. The validity of the data was tested through source triangulation. The findings revealed that the marketing strategy implemented by MTsS Nurul Islam Sumber Jaya, South Lampung, consisted of the following components: (1) Product: The madrasah offered flagship programs based on Islamic values, such as Qur’an memorization, extracurricular activities, character development or cocurricular programs, and academic learning that was adaptive to current developments; (2) Price: The education fees were designed to be affordable by considering the economic conditions of the community, and scholarship programs were provided for high-achieving and underprivileged students; (3) Place: The madrasah’s strategic location, which was easily accessible and situated within a pesantren environment, offered a unique advantage that supported a comfortable learning atmosphere; and (4) Promotion: Promotion was carried out through various channels, including social media (Facebook, WhatsApp, Instagram), community religious activities and study groups, bazaars, brochure distribution, and word of mouth by alumni and parents. Keywords: Implementation, Marketing Mix, Educational Marketing Strategy

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