STRATEGI PEMASARAN PENDIDIKAN DI MADRASAH ALIYAH AL-HIKMAH LAMPUNG

Eva, Aryanti (2026) STRATEGI PEMASARAN PENDIDIKAN DI MADRASAH ALIYAH AL-HIKMAH LAMPUNG. Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Penelitian ini dilatarbelakangi oleh pentingnya strategi pemasaran pendidikan dalam meningkatkan daya tarik lembaga pendidikan di tengah persaingan yang semakin ketat. Madrasah Aliyah Al-Hikmah Bandar Lampung sebagai lembaga pendidikan Islam perlu mengembangkan strategi pemasaran yang efektif agar mampu menarik minat masyarakat. Rumusan masalah dalam penelitian ini meliputi: (1) bagaimana pengembangan produk (product), (2) bagaimana struktur biaya (price), dan (3) bagaimana strategi promosi (promotion) di Madrasah Aliyah AlHikmah Bandar Lampung. Penelitian ini bertujuan untuk menganalisis strategi pemasaran pendidikan yang diterapkan berdasarkan ketiga aspek tersebut. Penelitian ini menggunakan pendekatan kualitatif dengan jenis penelitian deskriptif. Teknik pengumpulan data dilakukan melalui observasi, wawancara, dan dokumentasi. Sumber data yang digunakan Adalah sumber data primer yaitu Kepala Sekolah, Wakil Kepala Kurikulum, Kepala Tata Usaha dan Humas. Data yang diperoleh kemudian dianalisis menggunakan teknik analisis data kualitatif yang meliputi reduksi data, penyajian data, dan penarikan kesimpulan. Uji keabsahan data menggunakan triangulasi sumber. Hasil penelitian menunjukkan bahwa strategi pemasaran pendidikan di Madrasah Aliyah Al-Hikmah Bandar Lampung telah berjalan dengan baik. Pengembangan produk dilakukan melalui program unggulan seperti tahfidz Al-Qur‟an, kegiatan ekstrakurikuler, dan peningkatan kualitas pembelajaran. Struktur biaya ditetapkan secara terjangkau dengan mempertimbangkan kondisi ekonomi masyarakat serta memberikan keringanan bagi siswa kurang mampu. Strategi promosi dilakukan melalui sosialisasi, penyebaran brosur, dan pemanfaatan media sosial. Meskipun demikian, masih diperlukan peningkatan dalam pengelolaan media digital dan inovasi strategi pemasaran agar lebih efektif dalam menarik minat masyarakat. ABSTRACT This research is motivated by the importance of educational marketing strategies in increasing the attractiveness of educational institutions amid increasingly competitive conditions. Madrasah Aliyah Al-Hikmah Bandar Lampung, as an Islamic educational institution, needs to develop effective marketing strategies to attract public interest. The research problems include: (1) how product development is implemented, (2) how the cost structure is determined, and (3) how promotional strategies are carried out at Madrasah Aliyah Al-Hikmah Bandar Lampung. This study aims to analyze the educational marketing strategies applied based on these three aspects. This research uses a qualitative approach with a descriptive research type. Data collection techniques include observation, interviews, and documentation. The informants in this study consist of the principal, vice principal of curriculum, and head of administration. The data obtained were analyzed using qualitative data analysis techniques, including data reduction, data display, and conclusion drawing. The results show that the educational marketing strategy at Madrasah Aliyah Al-Hikmah Bandar Lampung has been implemented quite well. Product development is carried out through flagship programs such as Qur'an memorization (tahfidz), extracurricular activities, and improving the quality of learning. The cost structure is set affordably by considering the economic conditions of the community and providing financial relief for underprivileged students. Promotional strategies are conducted through school outreach, brochure distribution, and the use of social media. However, improvements are still needed in digital media management and marketing innovation to enhance effectiveness in attracting public interest.

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