Perencanaan Strategi Pemasaran Jasa Pendidikan Sekolah Tinggi Ilmu Tarbiyah (STIT) Simeulue Aceh Melalui Pendekatan Bauran Pemasaran (Marketing Mix)

Abstract

This research concerns with services marketing strategy planning of education at the High School of Education Simeulue Aceh with the aim of finding out the marketing strategy planning of High School with a marketing mix approach. The type of research used in this study is a qualitative method with semi-structured interviews, observation, and documentation as data collection methods. This was motivated by an effort to create Islamic high school institutions to have quality so that they are able to compete with other high school institutions. The marketing of educational services are intended to create conductive and stable marketing condition, so as to have a positive impact on those who are involved in the marketing process, (both the higher educational institution as a procedure and the community as consumers). Based on the result of the research conducted at STIT Simeulue Aceh, the marketing strategy of educational services was implemented through the application of Marketing Mix Theory (products, prices, place, promotions, human resources, physical evidence, and processes) by utilizing its competence. As the only private Islamic institution in Simeulue Regency, Aceh Province, it has a positive impact on developing higher education institutions so that it can make alternative Islamic education both traditional and modern Muslim communities as marketing segmentation of its educational services. However, on the other hand, the existence of STIT Simeulue Aceh is still new, the building facilities are still minimal and the department opened is only one major in Islamic Education (PAI) so that it has not made it as a primary choice for consumers of educational services. Furthermore, this paper looked critically at how the marketing strategy planning carried out by STIT Simeulue Aceh in increasing its marketing.