Strategi Marketing Mix dalam Menarik Minat Peserta Didik Baru pada Lembaga Pendidikan Islam Swasta

Abstract

This article discuss the marketing strategy undertaken by the Islamic Education Institution. There are various marketing strategies used by a private Islamic education institution to convey information about the institution to the wider community and to maintain the existence of the institution, one of which is by using the Marketing Mix strategy. This research used qualitative research with a phenomenological approach. While the type of research used a case study. The results showed that the process of planning the Marketing Mix strategy at MTs Misriu Al Hasan was carried out by forming a PPDB committee, analyzing the conditions of the community and the internal conditions of the institution, and determining the appropriate marketing strategy, namely the Marketing Mix strategy. The process of implementing the Marketing Mix strategy at MTs Misriu Al Hasan, namely by using: Product strategies that contain the culture of takdzim, dhuha prayers in congregation, memorizing juz 30 and yasin letters and achievement scholarships. Pricing strategy, which includes free registration, free tuition fees, free uniforms and GNOTA scholarships. Location strategy, which describes easy access to the institution. Promotion strategy, used to inform about the advantages of products, location and costs by means of brochures and banners, socialization to Elementary School, door to door and take advantage of moments of institutional events. The factors that influence the results of the Marketing Mix strategy at MTs Misriu Al Hasan are the weak role of the foundation, the participation of the committee which is less than optimal and the limited operational costs and the intense competition between private Islamic education institutions in Mojo District, Kediri Regency.
 Keywords: Marketing Mix Strategy, New Student Interests. Marketing Strategy