STRATEGI PEMASARAN PENDIDIKAN MELALUI MEDIA SOSIAL DI MTS RAUDHATUL ISTIQOMAH OKU TIMUR

TITIK, NUR ASIANTI (2026) STRATEGI PEMASARAN PENDIDIKAN MELALUI MEDIA SOSIAL DI MTS RAUDHATUL ISTIQOMAH OKU TIMUR. Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Perkembangan teknologi digital mendorong lembaga pendidikan untuk memanfaatkan media sosial sebagai sarana promosi yang lebih efektif, cepat, dan luas jangkauannya. MTs Raudhatul Istiqomah OKU Timur menghadapi persaingan antar lembaga pendidikan serta kebutuhan untuk meningkatkan jumlah peserta didik baru setiap tahunnya. Kondisi ini menuntut adanya strategi pemasaran pendidikan yang tepat, khususnya melalui media sosial, guna membangun citra lembaga dan menarik minat masyarakat. Penelitian ini bertujuan untuk menganalisis strategi pemasaran pendidikan melalui media sosial di MTs Raudhatul Istiqomah OKU Timur dengan menggunakan pendekatan kualitatif deskriptif. Sub fokus penelitian mengacu pada teori STP (Segmenting, Targeting, Positioning). Jenis penelitian ini ialah Kualitatif. Data dikumpulkan melalui wawancara dengan kepala madrasah, guru, dan tenaga kependidikan; serta dokumentasi berupa konten digital dan arsip PPDB. Teknik analisis data mengikuti model Miles & Huberman yang meliputi reduksi data, penyajian data, dan penarikan kesimpulan, serta diuji keabsahannya melalui triangulasi sumber dan metode. Hasil penelitian menunjukkan bahwa Segmenting yang dilakukan MTs Raudhatul Istiqomah terbagi pada dua sasaran utama, yaitu orang tua calon peserta didik dan anak-anak usia sekolah, dengan penyesuaian konten sesuai kebutuhan masing-masing segmen. Targeting difokuskan pada masyarakat sekitar, khususnya alumni SD/MI terdekat, dan diperkuat oleh penyebaran informasi dari siswa lama. Positioning madrasah dibangun melalui konten media sosial yang menonjolkan keunggulan akademik dan keagamaan secara konsisten. Ketiga strategi ini terbukti efektif dalam memperkuat citra lembaga, namun belum memberikan dampak signifikan terhadap peningkatan jumlah pendaftar, karena masih perlu peningkatan implemantasi serta kualitas teknis konten. ABSTRACT The development of digital technology encourages educational institutions to utilize social media as a more effective, fast, and broadreaching promotional tool. MTs Raudhatul Istiqomah, East OKU, faces competition between educational institutions and the need to increase the number of new students each year. This situation demands an appropriate educational marketing strategy, particularly through social media, to build the institution's image and attract public interest. This study aims to analyze the educational marketing strategy through social media at MTs Raudhatul Istiqomah, East OKU, using a descriptive qualitative approach. The research subfocus refers to the STP (Segmenting, Targeting, Positioning) theory. This research is qualitative. Data were collected through interviews with the principal, teachers, and educational staff; and documentation in the form of digital content and PPDB archives. Data analysis techniques followed the Miles & Huberman model, which includes data reduction, data presentation, and drawing conclusions. Their validity was tested through triangulation of sources and methods. The research results show that MTs Raudhatul Istiqomah's segmentation is divided into two main targets: parents of prospective students and school-age children, with content tailored to the needs of each segment. Targeting is focused on the surrounding community, particularly alumni of nearby elementary schools/Islamic elementary schools (SD/MI), and is reinforced by the dissemination of information from former students. The madrasah's positioning is built through social media content that consistently emphasizes academic and religious excellence. These three strategies have proven effective in strengthening the institution's image, but have not had a significant impact on increasing the number of registrants, because there is still a need to improve the implementation and technical quality of the content..

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