Islamic School Education Service Marketing Strategy

Abstract

This study aims to obtain the strategy for education services marketing by applying the 7Ps concept (product, price, promotion, place, people, process and physical evidence) of the educational services marketing mix in the Integrated Islamic Senior High School. This study used a descriptive qualitative method, and data was collected through documentation, observation, and interviews. The informants surveyed were the principal, deputy principal in the public relations field, teachers and education personnel of the Directorate General of Teachers and Education Personnel (GTK), students, and student guardians. The results showed the success of applying the 7Ps concept. They include (1) the product of offering the general and religious aspect; (2) prices meant to target the middle-upper class economy; (3) a place that received official permission from the government to be located on a highway supported by an adequate land area; (4) the promotion implemented in online, print, internal, and word of mouth activities; (5) the friendly, caring and serving community, such as the GTK, implementing activities that can maintain school human resources quality; (6) the physical evidence, adequate and representative space and building availability, and (7) the process and the implementation of daily Teaching and Learning Activities (KBM) combining students’ cognitive and moral enhancement. The 7Ps concept in marketing educational services is the success of Islamic schools from its competitors.