ANALISIS STRATEGI PEMASARAN PENDIDIKAN BERBASIS SCHOOL BRANDING DALAM PENINGKATAN JUMLAH PESERTA DIDIK BARU DI SD IT AL AZHAR LEBONG
DOI:
https://doi.org/10.23969/jp.v11i03.60304Keywords:
Educational Marketing Strategy; School Branding; New Student Enrollment; Marketing Mix; Integrated Islamic School.Abstract
This study aims to analyze school branding-based educational marketing strategies in increasing new student enrollment at SD IT Al Azhar Lebong. The study employed a qualitative approach using a descriptive research design. The research participants included the principal, teachers, educational staff, and parents of students, who were selected through purposive sampling. Data were collected through interviews, observations, and document analysis, and subsequently analyzed using the interactive model of Miles, Huberman, and Saldaña, which consists of data condensation, data display, and conclusion drawing. The trustworthiness of the data was ensured through source and technique triangulation. The findings indicate that the educational marketing strategy implemented at SD IT Al Azhar Lebong adopts a community-oriented approach by strengthening flagship programs, applying the 7P marketing mix, utilizing social media, and promoting the school through word-of-mouth marketing. The school's branding strategy has been developed by reinforcing its identity as an integrated Islamic school, implementing a tahfizh (Qur'an memorization) program, strengthening English language instruction, fostering Islamic character, improving service quality, and enhancing teacher professionalism. These efforts have successfully established a positive school image and increased public trust. The implemented strategies have significantly contributed to increasing new student enrollment, strengthening parental loyalty, and enhancing the school's competitiveness amid the growing competition among educational institutions. The study concludes that school branding-based educational marketing is an effective approach for improving school reputation, public trust, and new student enrollment. However, further enhancement of digital marketing strategies and data-driven evaluation is needed to support the school's sustainable development.
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