STRATEGI PEMASARAN PENDIDIKAN DALAM MENINGKATKAN MINAT PESERTA DIDIK BARU DI MADRASAH ALIYAH NEGERI 1 PESAWARAN LAMPUNG

NABILA, RAMADHANI (2025) STRATEGI PEMASARAN PENDIDIKAN DALAM MENINGKATKAN MINAT PESERTA DIDIK BARU DI MADRASAH ALIYAH NEGERI 1 PESAWARAN LAMPUNG. Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Persaingan antar lembaga pendidikan semakin meningkat seiring dengan berkembangnya jumlah institusi dan meningkatnya kesadaran masyarakat akan pentingnya pendidikan berkualitas. Dalam konteks ini, lembaga pendidikan, termasuk madrasah, dituntut untuk mampu mempromosikan keunggulan dan keunikannya agar dapat menarik minat calon peserta didik. Salah satu pendekatan yang dapat digunakan adalah strategi pemasaran pendidikan melalui konsep bauran pemasaran (marketing mix). Penelitian ini bertujuan untuk mengkaji strategi pemasaran pendidikan yang diterapkan oleh MAN 1 Pesawaran dalam meningkatkan minat peserta didik baru dengan menggunakan pendekatan bauran pemasaran 7P yang meliputi: Produk, Harga, Tempat, Promosi, Orang, Proses, dan Bukti Fisik. Penelitian ini menggunakan metode kualitatif dengan teknik pengumpulan data melalui wawancara mendalam dengan pihak-pihak sekolah, observasi langsung terhadap lingkungan, serta dokumentasi pendukung. Hasil penelitian menunjukkan bahwa MAN 1 Pesawaran telah menerapkan strategi pemasaran yang sesuai dengan konsep 7P secara terpadu. Pada aspek Produk, madrasah menawarkan berbagai program unggulan baik akademik maupun non-akademik, seperti program Tahfidz Qur‟an, kegiatan ekstrakurikuler berprestasi (OSN, Takwondo, Pramuka, Futsal), serta program pengayaan akademik yang membedakannya dari sekolah lain. Pada aspek Harga, kontribusi peserta didik dirancang terjangkau dan transparan, dengan dukungan dana dari BOS dan iuran komite yang digunakan untuk menutup kekurangan pendanaan. Dari sisi Tempat, lokasi madrasah yang strategis dan mudah dijangkau, namun berada di lingkungan yang aman dan nyaman, memberikan nilai tambah dalam mendukung kenyamanan belajar. Aspek Promosi dilakukan secara aktif melalui media sosial, website sekolah, jaringan alumni, serta keterlibatan dalam kegiatan masyarakat sebagai bentuk promosi citra madrasah. Pada aspek Orang, guru dan staf memiliki peran penting, di mana sebagian besar merupakan ASN yang sudah tersertifikasi, disiplin, dan profesional sehingga meningkatkan kepercayaan masyarakat. Dari segi Proses, pembelajaran di MAN 1 Pesawaran menggunakan pendekatan yang berpusat pada siswa (student-centered learning), dengan metode inovatif seperti pembelajaran berbasis proyek, integrasi nilai keislaman, serta penguatan program Tahfidz pada hari-hari tertentu. Sementara itu, pada aspek Bukti Fisik, lingkungan madrasah yang bersih, rapi, dilengkapi fasilitas keamanan seperti CCTV dan pos satpam, serta tampilan visual bangunan yang tertata menjadi daya tarik tersendiri bagi masyarakat dan calon peserta didik. Secara keseluruhan, penerapan strategi pemasaran berbasis 7P secara optimal telah membantu MAN 1 Pesawaran dalam membangun citra positif dan meningkatkan animo pendaftar setiap tahunnya. Kata Kunci: Pemasaran Pendidikan, bauran pemasaran iii ABSTRACT The competition among educational institutions intensified in line with the increasing number of schools and the growing public awareness of the importance of quality education. In this context, educational institutions, including madrasahs, were required to promote their strengths and uniqueness to attract prospective students. One effective approach was the implementation of educational marketing strategies through the marketing mix concept. This research explored the educational marketing strategies employed by MAN 1 Pesawaran to increase the interest of prospective students by implementing the 7P marketing mix framework, which included Product, Price, Place, Promotion, People, Process, and Physical Evidence. The study used a qualitative method, with data obtained through interviews with school stakeholders, direct observations of the school's environment, as well as supporting documentation. The results of this study showed that MAN 1 Pesawaran successfully applied various strategies aligned with the 7P concept. In the Product dimension, the school offered distinctive academic and non-academic programs, such as the Tahfidz Qur’an program, competitive extracurricular activities (e.g., OSN, Pramuka, Futsal), and academic enrichment programs that distinguished it from other institutions. In terms of Price, tuition contributions were designed to be affordable and transparent, supported by government funding through the BOS program, with a clear justification for any additional fees coordinated through the school committee. For Place, the school’s strategic location—easily accessible yet situated in a safe and peaceful area— supported both safety and learning comfort for students and staff. The Promotion aspect was addressed through active use of social media, the official school website, alumni networks, and participation in community events, which helped build strong brand awareness and public trust. People, especially educators and staff, played a crucial role; most of the teachers were certified professionals and civil servants (ASN), which significantly contributed to the school’s credibility and educational quality. The Process of learning was student-centered, employing innovative teaching methods such as project-based learning and the integration of Islamic values. Academic activities were structured, including a scheduled focus on Tahfidz Qur’an on designated days. Lastly, the Physical Evidence was reflected in the school’s well-maintained facilities, clean and secure learning environment, the availability of CCTV, and visually appealing physical structures. These aspects helped create a strong and positive first impression for visitors and prospective students. Overall, the integration of the 7P marketing mix in educational practices at MAN 1 Pesawaran significantly contributed to enhancing the school’s public image and its ability to attract a high number of new student registrations each academic year. Keywords: Educational marketing, marketing mix

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