Implementasi Strategi Pemasaran Lembaga dalam Meningkatkan Jumlah Peserta Didik di PAUD Berbasis Pesantren
DOI:
https://doi.org/10.35473/ijec.v4i2.1700Keywords:
Pemasaran PAUD PesantrenAbstract
The purpose of the study was to determine the implementation of the agency's marketing strategy in increasing the number of students in Islamic boarding school-based PAUD. Descriptive qualitative research method. Research resource persons are 3 teachers, 1 student guardian and 1 school principal. Data collection techniques through observation and interviews. The data analysis technique uses the Miles Hubberman model, the following stages: data reduction, data presentation, and conclusions. Validity test using confirmability test. The results showed that the implementation of marketing strategies carried out in pesantren-based institutions, especially TA Al Manaar Ngabar implemented 5 stages of marketing strategies. The following stages: First, identify the market by collecting the needs, expectations, and responses of the community. The second is market segmentation by grouping the market into groups that strengthen emotionally on the basis of quality, alumni, and educators as well as considering the aspect of religiousity. The third is product differentiation, namely providing superior programs that differentiate other institutions. Fourth, market communication is carried out through print media, social media, and directly to parents and the community. The fifth provides education, care, security, health, and nutrition services.
Abstrak
Tujuan penelitian untuk mengetahui implementasi strategi pemasaran lembaga dalam meningkatkan jumlah peserta didik di PAUD berbasis pesantren. Metode penelitian kualitatif deskriptif. Narasumber penelitian guru 3 orang, wali murid 1 orang dan kepala sekolah 1 orang. Teknik pengumpulan data melalui observasi dan wawancara. Teknnik analisis data menggunakan model Miles Hubberman, tahapan berikut: reduksi data, penyajian data, dan kesimpulan. Uji keabsahan menggunakan uji confirmability. Hasil penelitian menunjukkan bahwa implementasi strategi pemasaran yang dilaksanakan di lembaga berbasis pesantren khususnya TA Al Manaar Ngabar menerapkan 5 tahap strategi pemasaran. Adapun tahap berikut: Pertama, identifikasi pasar dengan cara mengumpulkan kebutuhan, harapan, dan respon masyarakat. Kedua, segmentasi pasar dengan cara mengelompokkan pasar menjadi kelompok yang menguatkan emosional atas dasar kualitas, alumni, dan pendidik serta mempertimbangkan segi religiousitas. Ketiga, diferensiasi produk yaitu menyediakan program unggulan yang menjadi pembeeda lembaga lain. Keempat, komunikasi pasar dilakukan melalui media cetak, sosial media, dan secara langsung kepada orang tua dan masyarakat.. Kelima, memberikan layanan pendidikan, pengasuhan, keamanan, kesehatan, dan gizi.
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