The Effectiveness of Marketing Strategy Implementation at An-Nash Islamic Elementary School in Attracting New Learners. Case Study on the Successful Achievement of PPDB in the First Month of Opening Registration
Abstract
In an era of increasingly competitive globalization, educational institutions at all levels are required to continue to innovate and improve the quality of their services to remain relevant. Educational marketing is an important key in attracting the interest of prospective students and parents. This research focuses on An-Nash Islamic Elementary School which implements an STP-based marketing strategy
(Segmenting, Targeting, Positioning). With the right segmentation, An-Nash Islamic Elementary School targets Muslim families with salaf manhaj from the middle to upper class in South Jakarta. Positioning as a sunnah educational institution that implements Islamic sharia comprehensively, including gender separation and the implementation of the Independent Curriculum, is its own attraction. This study uses a descriptive qualitative method, with interviews as the main data collection technique, involving the principal as an informant. The results of the study show that the implementation of an effective STP strategy can increase the attractiveness of schools, as evidenced by the achievement of the target of accepting new students in the first month of the opening of PPDB. These findings are in line with previous research that shows that segmentation of the education market can be carried out based on geographic, demographic, psychographic, and behavioral factors. This research provides insight for managers of Islamic-based educational institutions in designing effective marketing strategies, as well as a reference for further studies on marketing in the education sector. Thus, the implementation of the right marketing strategy is not only able to attract the attention of parents and students, but also increase the competitiveness of
educational institutions in an increasingly competitive market. This research is expected to make a significant contribution to the development of marketing strategies in Islamic educational institutions and strengthen their position in society.
Keywords: Marketing Strategy, STP, An-Nash Islamic Elementary School.
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