STRATEGI MARKETING MIX JASA PENDIDIKAN DALAM MENUMBUHKAN ANIMO CALON PESERTA DIDIK MEMILIH SEKOLAH

Abstract

Abstract: This study aims to describe (1) the marketing mix aspects of educational services;
(2) marketing mix strategy of educational services; and (3) the implications of the
educational services marketing mix strategy. The method used is a qualitative
approach with the type of case study research at SMK Muhammadiyah 2 Malang.
Data were collected using interview, observation, and documentation techniques.
The results of this study show(1) aspects of the educational service marketing mix
covering aspects of price, product, location, promotion, people, process, and
physical evidence in the form of school excellence; (2) The education service
marketing strategy starts from determining segmentation, targeting, and
positioning as a determinant of the agency's marketing direction, then managing
aspects of the marketing mix into a content and promotion strategy in accordance
with community needs and institutional needs; (3) strategic implications arise in
every aspect of the marketing mix in the form of the development of student
interest and institutional cooperation.