Marketing of Educational Services in Increasing Customers at Madrasah

Afradilah Afwanisa; Erlinda Fidela; Nurul Aini; Sulaeman Sulaeman

doi:10.30863/didaktika.v17i1.8932

Authors

Afradilah Afwanisa IAIN Bone
Erlinda Fidela IAIN Bone
Nurul Aini IAIN Bone
Sulaeman Sulaeman IAIN Bone

DOI:

https://doi.org/10.30863/didaktika.v17i1.8932

Keywords:

Educational service marketing, student recruitment, community engagement, qualitative study.

Abstract

This study explores the marketing strategies of educational services and their influence on student enrollment at MTs Al-Mukrimin Guppi Bulukasa, an Islamic junior high school in Indonesia. Employing a qualitative descriptive approach, data were collected through observations, interviews with school leaders and teachers, and documentation analysis. The findings highlight a three-stage marketing process comprising planning (community outreach and distribution of promotional materials), organizing (establishment of a school-based marketing team), and implementation (building trust through community engagement). These strategies have proven effective in attracting new students and enhancing the institutionâ€™s visibility. The study contributes to the limited literature on educational marketing in Islamic schools by offering practical insights into localized and community-centered approaches. It underscores the importance of strategic planning and relationship-building in improving public perception and institutional growth. The implications of this research are relevant for school leaders seeking sustainable enrollment strategies in increasingly competitive educational environments.

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