Analisis Strategi Komunikasi Pemasaran Lembaga Pendidikan Swasta Islam: Studi Kasus SDIT Mauritaniyyah Bogor

Abstract

Perkembangan bisnis sekolah swasta Islam yang meningkat di Kecamatan Bojonggede, Kabupaten Bogor, menimbulkan persaingan antar sekolah. SDIT Mauritaniyyah merupakan salah satu lembaga pendidikan di lingkungan tersebut. Selain itu masalah penurunan jumlah siswa perlu disikapi dengan meningkatkan minat customer melalui strategi komunikasi pemasaran. Tujuan penelitian ini adalah mengidentifikasi strategi pemasaran saat ini, menganalisis kinerja komunikasi pemasaran dalam memenuhi kepentingan customer, dan merumuskan pengembangan strategi komunikasi pemasaran. Teknik pengolahan data menggunakan analisis deskriptif, uji validitas dan reliabilitas, serta Importance Performance Analysis (IPA). Berdasarkan hasil penelitian, terdapat tiga atribut konsentrasi utama untuk perbaikan kinerja, sebelas atribut dengan kinerja yang perlu dipertahankan, sembilan atribut dengan prioritas rendah sehingga perlu dipertimbangkan, serta tiga atribut dengan kinerja berlebih. Penelitian ini merekomendasikan referral marketing, website optimization, dan optimalisasi desain bangunan sekolah sebagai strategi komunikasi pemasaran yang diprioritaskan.

The growing business development of Islamic private schools in Bojonggede District, Bogor Regency, has made competition between schools. SDIT Mauritaniyyah is one of the educational institutions in the area. In addition, the problem of decreasing the number of students needs to be addressed by increasing customer interest through marketing communication strategies. The purpose of this study is to identify current marketing strategies, analyze the performance of marketing communications in meeting customer interests, and formulate the development of marketing communications strategies. The data processing technique uses descriptive analysis, validity and reliability tests, and Importance Performance Analysis (IPA). The results of the study, there are three main concentration attributes for performance improvement, eleven attributes with performance that need to be maintained, nine attributes with low priority that need to be considered, and three attributes with excess performance. This study recommends referral marketing, website optimization, and optimizing school building design as prioritized marketing communication strategies.