Strategi Promosi Jasa Pendidikan dalam Menghadapi Persaingan Sekolah Negeri di MI Al-Falah Tanjung Barat

Najla Pasya Anindita; Ersa Pramesthi Nuurshafa; Tri Jayanti; Thifal Alifia Syahidah; Abyan Taruna Rinakit; Ferdy Kusnadi; Muhammad Farhan Haikal; Nasry Voeut; Zahrotul  Munawwaroh

doi:10.55681/nusra.v7i4.6809

Authors

Najla Pasya Anindita Universitas Islam Negeri Syarif Hidayatullah Jakarta
Ersa Pramesthi Nuurshafa
Tri Jayanti UIN Syarif Hidayatullah Jakarta
Thifal Alifia Syahidah
Abyan Taruna Rinakit
Ferdy Kusnadi
Muhammad Farhan Haikal
Nasry Voeut
Zahrotul Munawwaroh

DOI:

https://doi.org/10.55681/nusra.v7i4.6809

Keywords:

Promotion Strategy, Educational Marketing, Private Madrasah, Flagship Program, School Competitiveness

Abstract

This research explores the marketing and promotional strategies employed by MI Al-Falah Tanjung Barat to regain its competitive edge following a notable decline in student enrollment. A qualitative case study approach was adopted, involving data collection through semi-structured interviews, direct observations, and review of documents from key stakeholders such as the school principal, vice principals, treasurer, and administrative staff. The study reveals that MI Al-Falah utilizes a multi-channel promotional approach, including direct engagement with local kindergartens (TK/RA), digital marketing efforts on platforms like WhatsApp, Instagram, TikTok, and YouTube, community involvement through public student events, and promotion via positive word-of-mouth from satisfied parents. These promotional tactics are closely linked to the school's core programs, Tahfidz Al-Qur'an and Outdoor Fun Learning, which help establish the institution's unique identity. The study concludes that the effective use of diverse promotional methods, combined with the quality of these flagship programs, is crucial in rebuilding public confidence and boosting student enrollment for private madrasahs facing competition from public schools.

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