Strategi Bauran Pemasaran dalam Meningkatkan Minat Calon Peserta Didik Tingkat Taman Kanak-Kanak

Abstract

Kegiatan pengabdian masyarakat yang dilaksanakan di Taman Kanak-Kanak (TK) Islam Al-Kamal yang terletak di Kedaung Pamulang. Tujuan utama pelaksanaan pengabdian ini adalah meningkatkan minat calon peserta didik tingkat TK Islam Al-Kamal melalui penerapan strategi bauran pemasaran. TK Islam Al-Kamal menghadapi beberapa permasalahan utama dalam upaya meningkatkan minat calon peserta didik, termasuk kurangnya keberadaan online yang kuat dan persaingan dengan lembaga pendidikan sejenis. Metode kegiatan pengabdian masyarakat meliputi survei dan analisis preferensi calon peserta didik dan orang tua, pengembangan strategi pemasaran yang mencakup online (situs web, media sosial), promosi (diskon, bonus), pengembangan fasilitas, pelatihan bagi staf TK tentang pemasaran dan penggunaan media sosial dalam konteks pendidikan, serta bimbingan dan pengembangan usaha bagi pelaku UKM binaan Musholla Al-Muqorrobiin, Kedaung, Pamulang. Hasil pelaksanaan pengabdian ini mencakup peningkatan minat calon peserta didik dan orang tua terhadap TK Islam Al-Kamal, pengembangan situs web dan keberadaan yang lebih kuat di media sosial, serta peningkatan pendapatan dan kualitas produk bagi pelaku UKM binaan. Melalui pelatihan, pengembangan desain dan kualitas produk, serta pemasaran digital, hasil dari pengabdian masyarakat ini berdampak positif pada perkembangan TK Islam Al-Kamal dan masyarakat sekitar. Abstract This Community service activities carried out at Al-Kamal Islamic Kindergarten (TK) located in Kedaung Pamulang. The main objective of this community service program is to increase the interest of prospective students at Al-Kamal Islamic Kindergarten through the implementation of marketing mix strategies. Al-Kamal Islamic Kindergarten faces several main problems in an effort to increase the interest of prospective students, including the lack of a strong online presence and competition with similar educational institutions. The methods of community service activities include surveying and analyzing the preferences of prospective learners and parents, developing a marketing strategy that includes online (website, social media), promotion (discounts, bonuses), facility development, training for kindergarten staff on marketing and the use of social media in the context of education, as well as guidance and business development for SMEs assisted by Musholla Al-Muqorrobiin, Kedaung, Pamulang. The results of this service implementation include an increase in the interest of prospective students and parents in Al-Kamal Islamic Kindergarten, website development and a stronger presence on social media, as well as increased income and product quality for SMEs. Through training, development of product design and quality, and digital marketing, the results of this community service have a positive impact on the development of Al-Kamal Islamic Kindergarten and the surrounding community.