.png)
Marketing Mix–Based Strategies for Enhancing School Competitiveness: A Case Study of SMK Ma’arif NU 1 Ajibarang
Abstract
This study aims to analyze the implementation of the marketing mix strategy and its contribution to the competitiveness of educational institutions at SMK Ma’arif NU 1 Ajibarang. The research employed a qualitative approach using a case study design. Data were collected through in-depth interviews, observations, and documentation involving key informants, including school leaders, teachers, and students’ parents. Data analysis was conducted using the Miles and Huberman model, which consists of data reduction, data display, and conclusion drawing.
The results show that the implementation of the marketing mix strategy at SMK Ma’arif NU 1 Ajibarang encompasses seven elements (7Ps), namely product, price, place, promotion, process, physical evidence, and human resources. The product aspect is reflected in the diversity of study programs, extracurricular activities, the BTA program, the culture of Qur’anic recitation, and the role of alumni. The price aspect is demonstrated through the provision of scholarships and affordable education costs. The place aspect is supported by the school’s strategic location. Promotion is carried out through direct socialization, the kirka system, and support from the Nahdlatul Ulama community. The process aspect is realized through close engagement with the community and the implementation of student discipline, while physical evidence and human resources are supported by adequate facilities and infrastructure as well as teacher development programs.
These marketing strategies contribute to strengthening the institution’s image, increasing public interest, building trust and loyalty among parents, creating differentiation and competitive advantage, and encouraging stability as well as growth in student enrollment...
Keywords
Full Text:
PDFReferences
Abdillah Mundir, 2016. Strategi Pemasaran Jasa Pendidikan Madrasah. Malia, Universitas Yudharta Pasuruan. Vol. 7 No. 1 Hlm. 29.
Afiak Nurjannah, dkk., 2023. Strategi Pemasaran Jasa Pendidikan dalam Membangun Citra di Sekolah Dasar Islam. Jurnal Pembelajaran, Bimbingan, dan Pengelolaan Pendidikan. Universitas Negeri Malang. Vol. 3 No. 5 Hlm. 384-385.
Afidatun Khasanah, Pemasaran Jasa Pendidikan Sebagai Strategi Peningkatan Mutu Di SD Alam Baturraden (Jurnal El-Tarbawi, Vol. 8, No. 2, 2015), 162.
Agus Hermawan. 2011. Komunikasi Pemasaran. Jakarta: Erlangga.
Agus Irianto. 2009. Statistik: Konsep Dasar dan Aplikasinya. Jakarta: Kencana.
Arizka Rahmatin Nisa’ dan Asep Kurniawan. “Manajemen Pemasaran Pendidikan Dalam Meningkatkan Minat Siswa Baru di MTS Negeri 1 Jombang.” Al-Zayn: Jurnal Ilmu Sosial & Hukum 3, no. 3 (2025): 1550–55. https://doi.org/10.61104/alz.v3i3.1393.
Buchari Alma. 2007. Manajemen Pemasaran dan Pemasaran Jasa. Bandung: Alfabeta.
Buchari Alma dan Ratih Hurriyati. 2009Manajemen Corporate & Strategi Pemasaran Jasa Pendidikan. Fokus Pada Mutu dan Layanan Prima. Bandung: Alfabeta.
Budi Rahayu Tanama Putri. Manajemen Pemasaran. Bali: Fakultas Peternakan Universitas Udayana.
Boyd Walker, dan Larreche. 2000. Manajemen Pemasaran: Suatu Pendekatan. Strategis dengan Orientasi Global, Edisi Kedua. Jakarta: Erlangga.
Danang Sunyoto. 2014. Konsep Dasar Riset Pemasaran dan Perilaku Konsumen. Yogyakarta: CAPS.
David Wijaya. 2008. Pemasaran. Jasa Pendidikan sebagai Upaya untuk meningkatkan Daya Saing Sekolah: Jurnal Pendidikan Penabur. Jakarta: BPK Penabur.
Dedy Mulyasana. 2015. Pendidikan Bermutu dan Berdaya Saing. Bandung: Remaja Rsdakarya.
Fadli, Muhammad Rijal. Memahami Desain Metode Penelitian Kualitatif. Humanika, Kajian Ilmiah Mata Kuliah Umum, 2021, 21.1: 33-54.
Fandy Tjiptono. 2014. Pemasaran Jasa, Prinsip Penerapan dan Penelitian. Yogyakarta: ANDI.
Hamruni, Strategi Pembelajaran, Yogyakarta: Insan Madani, 2012, 1
Husein Umar, Desai Penelitian Manajemen Strategik (Jakarta: PT Grafindo Persada, 2010), 17.
Iban Sofyan. 2015. Manajemen Strategi. Jakarta: Graha Ilmu.
Iffah afidah & Asep Kurniawan. 2020. Strategi Pemasaran Pendidikan Dalam Meningkatkan Minat Masyarakat. Jurnal Manajemen dan Tarbiyatul Islam. Vol. 1 No. 1 Hlm 12.
Imam Turmudzi. 2017. “Strategi Pemasaran di Lembaga Pendidikan Islam (Studi Kasus di Mts Ihsanniat Jombang)”. Jurnal Manajemen Terapan. Vol. 2 No. 2 hlm. 189.
Jaja Jahari dan Amirulloh Syarbini, Manajemen Madrasah (Teori, Strategi dan Implementasi), (Bandung: Alfabeta, 2013), 158-159.
Kotler, Philip., Keller, Kevin Lane, Chernev, Alexander. (2022). Marketing management 16ed. (16). London: Pearson.
Manzilati, Asfi. Metodologi penelitian kualitatif: Paradigma, metode, dan aplikasi. Universitas Brawijaya Press, 2017.
Michael Porter. 2001. Strategi Bersaing, Teknik Menganalisis Industri dan Pesaing, Terj. Jakarta: Erlangga.
Moleong, L.J. 2010. Metodologi Penelitian Kualitatif. Bandung: PT Remaja Rosdakarya.
Muhaimin dkk. 2009. Manajemen Pendidikan: Aplikasi dalam Penyususnan
Mudrajad Kuncoro. 2005. Strategi Bagaimana Meraih Keunggulan Kompetitif Jakarta: Penerbit Erlangga. Rencana Pengembangan Madrasah/Madrasah. Jakarta: Kencana.
Nur’aini, Ratna Dewi. "Penerapan metode studi kasus YIN dalam penelitian arsitektur dan perilaku." INERSIA lnformasi dan Ekspose Hasil Riset Teknik Sipil dan Arsitektur 16.1 (2020): 92-104.
Oemar Hamalik. 2005. Pengembangan Sumber Daya Manusia Manajemen Ketenagakerjaan: Pendekatan Terpadu.Jakarta: PT Bumi Aksara.
Razak, Abdul, Prim Masrokan, dan Agus Sujianto. “STRATEGI MEMBANGUN BRAND IMAGE DALAM MENINGKATKAN DAYA SAING LEMBAGA PENDIDIKAN (STUDI KASUS DI SDIT AL GHAZALI PAMEKASAN).” MUBTADI: Jurnal Pendidikan Ibtidaiyah 6, no. 2 (2025): 225–37. https://doi.org/10.19105/mubtadi.v6i2.13924.
Ristanto, Alfian Yusni. Nilai-Nilai Pendidikan Islam Pada Kesenian Budaya Bangun Siswo Di Padukuhan Karangnongko, Maguwoharjo, Depok, Sleman, Yogyakarta. 2021.
Ralitza Passileva M. Al Musadieq , Analisis Strategi Bauran Pemasaran Internasional Produk Baju Busana Muslim (Studi pada PT. Vauza Tamma Abadi), (Fakultas Ilmu Administrasi Univеrsitas Brawijaya Malang: Jurnal Administrasi Bisnis (JAB)|Vol. 57 No. 1 April 2018), h. 171.
Rohidi, T. Rohendi. 2011. Metodologi Penelitian Seni. Semarang: Citra Prima Nusantara
Rukajat, Ajat. Pendekatan Penelitian Kualitatif (Qualitative Research Approach). Deepublish, 2018.
Saroni. 2017. Analisis & Strategi Meningkatkan daya Saing Sekolah. Yogyakarta: Aruzz Media.
Siti Adkha Mufroh, Sukarman, Tsaniya Laduna Ilma Rm, dan Noor Fatmah. “Strategi Peningkatan Daya Saing Madrasah: Studi Kasus Madrasah Aliyah Amtsilati Jepara.” Jurnal Pendidikan 34, no. 1 (2025): 21–34. https://doi.org/10.32585/jp.v34i1.6006.
Sri Minarti. 2011. Manajemen Sekolah (Mengelola Lembaga Pendidikan Secara Mandiri), Yogyakarta: Ar-Ruzz Media.
Thalib, Mohamad Anwar. Pelatihan Analisis Data Model Miles Dan Huberman Untuk Riset Akuntansi Budaya. Madani: Jurnal Pengabdian Ilmiah, 2022, 5.1: 23-33.
Tim Dosen Administrasi UPI, Manajemen Pendidikan, (Bandung: Alfabeta, 2009), hal.334.
Titik Wijayanti, Marketing Plan Dalam Bisnis (Jakarta: PT Elex Media Komputindo Kompas Gramedia, 2014), 1.
Untung, Slamet. Strategi TQM dalam Pemasaran Pendidikan Islam: Meningkatkan Daya Saing dan Citra di Era Globalisasi. no. 1 (2025).
Aldapit, E., & Suharjana. (2019). CIPP evaluation model for the coaching program of running athletes. Psychology, Evaluation, and Technology in Educational Research, 1(2), 104-116. doi: https://doi.org/10.33292/petier.v1i2.10
Bardzell, M., & Bergner , J. (2013). Teacher Training and Student Assessment: At Odds? Notices of the American Mathematical Society, 60(6), 763-765. Retrieved from https://www.ams.org/journals/notices/201306/rnoti-p763.pdf
Beilock, S., Gunderson, E., Ramirez, G., & Levine, S. (2010). Female teachers’ math anxiety affects girls’ math achievement. Psychological and Cognitive Sciences, 107(5), 1860-1863. doi: https://doi.org/10.1073/pnas.0910967107
Darma, I. K. (2019). The effectiveness of teaching program of CIPP evaluation model. International Research Journal of Engineering It & Scientific Research, 5(3), 1-13. doi: https://doi.org/10.21744/irjeis.v5n3.619
Dedeoglu, N. C. (2022). Preservice Mathematics Teachers’ Ability to Perform the Mathematizing Process: The Cylinder Packing Problem. Participatory Educational, 9(6), 130-155. doi: https://doi.org/10.17275/per.22.132.9.6
Divayana, D. H., Adiarta, A., Santiyadnya, N., Suyasa, P. A., & Andayani, M. S. (2022). Rancangan Model CIPP Berbasis WP Untuk Mengevaluasi Keefektifan Pembelajaran Online. Jurnal Penelitian dan Pengembangan Pendidikan, 6(2), 275-285. doi: https://doi.org/10.23887/jppp.v6i2.47894
Dumitrascu, G. (2017). Understanding the Process of Generalization in Mathematics through Activity Theory. International Journal of Learning, Teaching and Educational Research, 16(12), 46-69. doi: https://doi.org/10.26803/ijlter.16.12.4
DOI: http://dx.doi.org/10.58258/jime.v1i2.10161
Refbacks
- There are currently no refbacks.
Copyright (c) 2026 Nizar Nabila
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
JIME: Jurnal Ilmiah Mandala Education (p-issn: 2442-9511;e-issn: 2656-5862) is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Jurnal ini diterbitkan oleh Lembaga Penelitian dan Pendidikan (LPP) Mandala.
Alamat: Jl. Lingkar Selatan, Perum Elit kota Mataram Asri Blok O. No. 35, Jempong Baru, Sekarbela, Kota Mataram NTB.