STRATEGI PEMASARAN PENDIDIKAN DALAM MENARIK MINAT SISWA DI SMP AL-HUDA JATI AGUNG LAMPUNG SELATAN

Yoshinta, Kusuma Wardani (2025) STRATEGI PEMASARAN PENDIDIKAN DALAM MENARIK MINAT SISWA DI SMP AL-HUDA JATI AGUNG LAMPUNG SELATAN. Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Dalam bidang pendidikan strategi pemasaran merupakan rencana yang sistematis yang dirancang untuk mempromosikan lembaga pendidikan dan menarik calon siswa. Hal tersebut melibatkan analisis pasar, perencanaan, pelaksanaan dan evaluasi untuk agar dapat menarik minat siswa, meningkatkan jumlah siswa dan membangun citra baik di mata masyarakat. Penelitian ini mengkaji tentang “Strategi Pemasaran Pendidikan dalam Menarik Minat Siswa di SMP Al-Huda Jati Agung Lampung Selatan” Tujuan penelitian ini untuk menganalisis bauran pemasaran (Marketing Mix) jasa pendidikan yang terdiri dari 7P (Product, Price, Place, Promotion, People, Physical Evidence, Process. Metode penelitian yang digunakan adalah pendekatan kualitatif deskriptif dengan pengumpulan data melalui wawancara, observasi dan dokumentasi dengan menggunakan pendekatan berupa reduksi data, penyajian data dan penarikan kesimpulan. Berdasarkan hasil penelitian yang diperoleh : (1) Potensi/Program (Product), SMP Al-Huda Jati Agung menawarkan tiga (3) program unggulan seperti, Program Tahfidz Qur’an (target hafalan 4 juz), Program Dauroh Qur’an (Qur’anic Super Camp), dan Program Pengembangan Diri (14 cabang ekstrakulikuler secara intensif). (2) Penetapan Biaya (Price), SMP Al-Huda Jati Agung untuk penetapan biaya dengan mengedepankan sisi humanistik (sisi kemanusian). (3) Kondisi Tempat (Place), SMP Al-Huda Jati Agung terletak di tempat yang sangat strategis karena aksesnya mudah dijangkau oleh kendaraan umum, dan berdekatan dengan jalan raya dan fasilitas umum. (4) Promosi (Promotion), SMP Al-Huda Jati Agung memanfaatkan media sosial dan media cetak. Selain itu melalui kegiatan tahunan Al-Huda Expo dan Try Out (TO). (5) Orang/Sumber Daya Manusia (People), SMP Al-Huda Jati Agung memiliki 50 Tenaga Pendidik dan Kependidikan. Dari semua tenaga pendidik terdapat 13 guru tersertifikasi, dan 15 guru khusus guru tahfidz. (6) Bukti Fisik/ Sarana dan Prasarana (Physical Evidence), sarana dan prasarana di SMP Al-Huda Jati Agung sudah cukup memadai dan menunjang kegiatan proses pembelajaran.(7) Proses (Process), pembelajaran di SMP Al-Huda Jati Agung melalui proses PPDB dan serangkaian tes serta pembelajaran yang telah sesuai dengan kurikulum. Kata Kunci : Strategi Pemasaran Pendidikan, Minat Siswa ii ABSTRACT In education, a marketing strategy is a systematic plan designed to promote an educational institution and attract prospective students. This strategy involves market analysis, planning, implementation, and evaluation to attract students, increase enrollment, and build a positive public image. This study examines "Educational Marketing Strategies to Attract Students at SMP Al-Huda Jati Agung Lampung Selatan" The purpose of this study is to analyze the marketing mix for educational services, which consists of the 7P (Product, Price, Place, Promotion, People, Physical Evidence, and Process). The research method used is a descriptive qualitative approach, with data collection through interviews, observation, and documentation. The analysis is carried out through data reduction, data presentation, and conclusion drawing. Based on the research results obtained : (1) Potential/Program (Product), SMPAl-Huda Jati Agung, offers three (3) superior programs such as the Al-Qur'an Memorization Program (4 juz memorization target), Al-Qur'an Dauroh Program (Qur'anic Super Camp), and Self-Development Program (14 intensive extracurricular branches). (2) Price, SMP Al-Huda Jati Agung for cost determination by prioritizing the humanistic side (humanitarian side). (3) Place, SMP Al-Huda Jati Agung is located in a very strategic location because it is easily accessible by public transportation, and close to highways and public facilities. (4) Promotion, SMP Al-Huda Jati Agung utilizes social media and print media. In addition, through the annual Al-Huda Expo and Try Out (TO) activities. (5) People/Human Resources, SMP Al-Huda Jati Agung has 50 Teaching and Education Staff. Of the total teaching staff, there are 13 certified teachers and 15 special teachers who memorize the Quran. (6) Physical Evidence/Facilities and Infrastructure, the facilities and infrastructure at Al-Huda Jati Agung Middle School are adequate and support the learning process activities. (7) Process, The learning process at SMP Al-Huda Jati Agung is through the PPDB process and a series of tests and learning that is in accordance with the curriculum. Keywoard : Educational Marketing Strategy, Student Interest

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