STRATEGI BAURAN PEMASARAN JASA PENDIDIKAN UNTUK MENINGKATKAN JUMLAH PENDAFTAR DI SEKOLAH DASAR ISLAM TERPADU AL-MUMTAZ PONTIANAK

AHMAD HUSAIN, . (2025) STRATEGI BAURAN PEMASARAN JASA PENDIDIKAN UNTUK MENINGKATKAN JUMLAH PENDAFTAR DI SEKOLAH DASAR ISLAM TERPADU AL-MUMTAZ PONTIANAK. Magister thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Sekolah Dasar Islam Terpadu (SDIT) Al-Mumtaz Pontianak merupakan institusi pendidikan dasar yang mengintegrasikan kurikulum Pendidikan Nasional (Diknas) dengan pendekatan khas Sekolah Islam Terpadu (SIT). Keunggulan utama sekolah ini terletak pada program tahfidz Al-Qur’an serta pembinaan karakter melalui nilai-nilai mewujudkan generasi yang mandiri, cerdas dan berkarakter dengan landasan Al-Qur’an, As-Sunnah serta nilai-nilai luhur bangsa. Tantangan utama yang dihadapi meliputi rivalitas antar lembaga pendidikan sejenis dan perubahan perilaku konsumen dalam memilih institusi pendidikan. Penelitian menggunakan pendekatan kualitatif dengan metode studi kasus, melalui wawancara mendalam, observasi, dan dokumentasi. Penelitian dilakukan dengan objek penelitian kepala sekolah, guru, humas, dan orangtua murid. Penelitian ini bertujuan untuk menganalisis implementasi strategi bauran pemasaran jasa pendidikan dalam meningkatkan jumlah pendaftar SDIT Al-Mumtaz Pontianak. Strategi yang dianalisis meliputi: (1) pengembangan produk pendidikan berbasis kurikulum Islam terpadu, (2) penetapan biaya pendidikan yang kompetitif disertai insentif, (3) peningkatan aksesibilitas dan kenyamanan lokasi, (4) optimalisasi promosi digital melalui media sosial dan situs web resmi, (5) peningkatan kompetensi tenaga pendidik melalui pelatihan, (6) inovasi dalam proses pembelajaran, serta (7) penataan lingkungan fisik sekolah yang mendukung proses pendidikan. Hasil penelitian menunjukkan bahwa penerapan strategi bauran pemasaran secara terpadu, seperti pengembangan produk pendidikan berbasis Islam terpadu, penetapan biaya yang kompetitif, promosi digital yang aktif, serta peningkatan kualitas layanan dan lingkungan fisik sekolah, berkontribusi positif terhadap peningkatan minat masyarakat. Temuan ini memberikan kontribusi terhadap pengembangan strategi pemasaran pendidikan Islam di era digital, serta menjadi dasar bagi pengambilan keputusan manajerial yang lebih efektif dan berkelanjutan. ***** Integrated Islamic Elementary School Al-Mumtaz Pontianak is a basic education institution that integrates the National Education curriculum with a distinctive approach Integrated Islamic School approach. The school’s main strengths lie in its Qur’an memorisation programme and character development through values aimed at cultivating an independent, intelligent, and character-driven generation rooted in the Qur’an, Sunnah, and the noble values of the nation. The main challenges faced include competition among similar educational institutions and changes in consumer behaviour when selecting educational institutions. The research employs a qualitative approach using the case study method, through in-depth interviews, observations, and documentation. The research was conducted with the research subjects being the school principal, teachers, public relations officers, and parents of students. This study aims to analyse the implementation of educational service marketing mix strategies in increasing the number of applicants to Integrated Islamic Elementary School Al-Mumtaz Pontianak. The strategies analysed include: (1) the development of an integrated Islamic curriculum-based educational product, (2) the setting of competitive education fees accompanied by incentives, (3) improving accessibility and comfort of the location, (4) optimising digital promotion through social media and the official website, (5) enhancing the competence of educators through training, (6) innovation in the learning process, and (7) arranging the physical school environment to support the educational process. The results of the study indicate that the implementation of an integrated marketing mix strategy, such as the development of integrated Islamic-based educational products, competitive pricing, active digital promotion, and improvements in service quality and the physical environment of schools, contributes positively to increasing public interest. These findings contribute to the development of Islamic education marketing strategies in the digital age and provide a basis for more effective and sustainable managerial decision-making.

Item Type:	Thesis (Magister)
Additional Information:	1). Dr. Siti Zulaikha, S.Ag, M.Pd. ; 2). Dr. Mutia Delina, M.Si.
Subjects:	Pendidikan > Pendidikan Dasar Pendidikan > Penelitian Tindakan Kelas > Pendidikan Dasar dan Menengah Manajemen > Pendidikan, Riset Penelitian Bisnis Manajemen > Manajemen Pemasaran
Divisions:	FIP > S2 Manajemen Pendidikan
Depositing User:	Ahmad Husain .
Date Deposited:	19 Aug 2025 02:19
Last Modified:	19 Aug 2025 02:19
URI:	http://repository.unj.ac.id/id/eprint/61473

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