Analisis Efektifitas Marketing Mix dan Digital Marketing untuk Peningkatan Siswa Pendaftar di Lembaga Pendidikan Anak Usia Dini
Analysis of the Effectiveness of Marketing Mix and Digital Marketing to Increase the Students Enrollments in Early Childhood Education Institutions
DOI:
https://doi.org/10.35473/ijec.v8i1.4921Keywords:
Bauran Pemasaran; Pemasaran Digital; Peningkatan Siswa Pendaftar; Pendidikan Anak Usia Dini; PAUDAbstract
This study aims to analyze the implementation of marketing management in PAUD institutions to increase enrollment, using a case study of PAUD Nasima in Semarang City, Central Java. This research used a descriptive qualitative approach. The results indicate that PAUD Nasima has implemented the most effective marketing mix steps, including segmentation, targeting, positioning, and marketing mix implementation. Similarly, digital marketing strategies are implemented through marketing communications on Instagram, WhatsApp, and TikTok. This study concludes that implementing the marketing mix and digital marketing has proven effective in increasing enrollment in PAUD. The study recommends to PAUD institutions integrate educational quality into their marketing mix and online marketing to reach their target enrollment.
ABSTRAK
Penelitian ini bertujuan untuk menganalisis implementasi manajemen pemasaran di lembaga PAUD guna meningkatkan jumlah pendaftar, dengan studi kasus di PAUD Nasima, Kota Semarang, Jawa Tengah. Penelitian ini menggunakan pendekatan kualitatif deskriptif. Hasil studi menunjukkan PAUD Nasima telah menerapkan langkah-langkah bauran pemasaran yang paling efektif, mulai dari segmentasi, targeting, positioning, hingga penerapan bauran pemasaran. Demikian halnya strategi digital marketing diterapkan melalui komunikasi pemasaran di instagram, WhatApp, dan Tiktok. Studi ini menyimpukan implimentasi marketing mix dan digital marketing terbukti efektif berkontribusi terhadap peningkatan jumlah pendaftar di PAUD. Penelitian ini merekomendasikan lembaga PAUD untuk mengintegrasikan kualitas pendidikan sebagai bauran pemasaran dan pemasaran online untuk mencapai target pendaftar.
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