STRATEGI PEMASARAN PENDIDIKAN DALAM MENINGKATKAN DAYA SAING ERA DIGITAL DI MAN 1 OKU TIMUR

Cinami, Widayani (2026) STRATEGI PEMASARAN PENDIDIKAN DALAM MENINGKATKAN DAYA SAING ERA DIGITAL DI MAN 1 OKU TIMUR. Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Dalam menghadapi persaingan lembaga pendidikan di era digital, strategi pemasaran pendidikan menjadi aspek penting untuk meningkatkan daya saing sekolah. Penerapan strategi yang tepat membantu madrasah membangun citra positif, menarik minat masyarakat, serta menyesuaikan diri dengan perkembangan teknologi dan perubahan perilaku konsumen pendidikan. Penelitian ini mengkaji strategi pemasaran pendidikan dalam meningkatkan daya saing era digital di MAN 1 Oku Timur dengan fokus pada penerapan bauran pemasaran (marketing mix) 4P, yaitu (Product, Price, Place, dan Promotion). Tujuan penelitian ini adalah untuk menganalisis bagaimana penerapan keempat aspek tersebut dalam memperkuat posisi madrasah di tengah persaingan pendidikan yang semakin kompetitif. Metode penelitian yang digunakan adalah pendekatan kualitatif deskriptif. Subjek penelitian terdiri dari Kepala Sekolah, Wakil Kepala Humas, dan Ketua PPDB, sedangkan objek penelitian adalah strategi pemasaran pendidikan dalam meningkatkan daya saing era digital di MAN 1 Oku Timur. Teknik pengumpulan data dilakukan melalui wawancara mendalam, observasi langsung, dan dokumentasi. Keabsahan data diperoleh melalui triangulasi sumber, sedangkan analisis data dilakukan dengan tahapan reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa MAN 1 Oku Timur meningkatkan daya saing melalui produk pendidikan yang mencakup program akademik, non-akademik, tahfidz, dan kelas digital; kebijakan harga yang terjangkau tanpa SPP dengan iuran komite dan infak sukarela; lokasi strategis dengan fasilitas yang memadai dan lingkungan yang aman; serta strategi promosi berbasis digital yang dominan melalui media sosial dan website, disertai promosi langsung yang terintegrasi dengan sistem pendaftaran online. Penerapan strategi pemasaran berbasis digital ini terbukti mendukung penguatan citra dan daya tarik madrasah di era teknologi. ABSTRACT In the era of digital transformation, educational institutions have faced increasing competition that required schools to implement effective marketing strategies to strengthen their competitiveness. Educational marketing strategies played an important role in building a positive institutional image, attracting prospective students, and adapting to technological developments and changing educational consumer behavior. This study examined the educational marketing strategy in improving competitiveness in the digital era at MAN 1 OKU Timur by focusing on the implementation of the marketing mix (4P), namely Product, Price, Place, and Promotion. The purpose of this study was to analyze how these four elements were implemented to enhance the competitiveness of the madrasah within the increasingly competitive education sector. This research employed a qualitative descriptive approach. The research subjects consisted of the principal, the vice principal for public relations, and the head of the student admission committee (PPDB), while the object of the study was the implementation of educational marketing strategies at MAN 1 OKU Timur. Data were collected through in-depth interviews, direct observations, and documentation. The validity of the data was ensured through source triangulation, while data analysis was conducted through the stages of data reduction, data display, and conclusion drawing. The findings showed that MAN 1 OKU Timur improved its competitiveness through several strategies. The educational product included academic programs, non-academic activities, tahfidz programs, and digital classes that supported technology-based learning. The pricing strategy showed that the school did not charge tuition fees (SPP) since it was a public madrasah, while operational support was obtained from committee contributions and voluntary mosque donations. The place aspect indicated that the school had a strategic location with adequate facilities and a safe learning environment. Meanwhile, the promotion strategy was dominated by digital promotion through social media platforms and the official website, complemented by direct promotion integrated with an online registration system. These strategies collectively contributed to strengthening the institution’s competitiveness in the digital era.

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