STRATEGI PROMOSI LEMBAGA PENDIDIKAN DALAM MENINGKATKAN DAYA TARIK MASYARAKAT (Studi Pada Yayasan Nurul Falah Poncol Magetan)
Keywords:
strategi promosi, pemasaran pendidikan, daya tarik masyarakat, bauran pemasaran 7P, vAbstract
This study aims to analyze the promotional strategies implemented by Yayasan Nurul Falah Poncol in enhancing public interest. The research employed a qualitative approach with a case study design. Data were collected through interviews with the foundation chairman, school principals, teachers, and the student admission committee, as well as documentation and observation of promotional media. Data analysis was conducted through data reduction, data display, and conclusion drawing using an interactive analysis model.
The findings reveal that the promotional strategies include print media promotion, utilization of social media, word-of-mouth marketing, participation in social and religious activities, and strengthening the branding of flagship programs such as the 30 Juz Tahfidz program and the study of Alfiyah Ibn Malik. These strategies have contributed to increased public awareness, strengthened trust, improved institutional image, and a rise in student enrollment each academic year. Based on the 7P marketing mix theory, the effectiveness of the promotional strategy is supported by the synergy among product quality, human resources, service processes, and physical evidence. Therefore, an integrated promotional strategy has proven effective in increasing public interest and attractiveness toward Islamic educational institutions.
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