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All Journal Dirasah : Jurnal Studi Ilmu dan Manajemen Pendidikan Islam Journal of Advanced Research and Studies in Educational Management
Nurmayuli
Universitas Islam Negeri Ar-Raniry Banda Aceh, Indonesia
Religion Education Languange, Linguistic, Communication & Media Other

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Educational Marketing, School Quality, and Parental School Choice: A Qualitative Case Study of Enrollment Decline in an Indonesian Public Elementary School Muliasa Azzufar; Lailatussaadah; Nurmayuli; Ainul Mardhiah
Dirasah : Jurnal Studi Ilmu dan Manajemen Pendidikan Islam Vol. 9 No. 2 (2026): DIRASAH
Publisher : Institut Agama Islam (IAI) Faqih Asy'ari Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58401/dirasah.v9i2.3094

Abstract

Parental interest in enrolling children in public primary schools represents a critical indicator of institutional attractiveness and reflects community confidence in educational quality. Despite being located in a densely populated urban area of Banda Aceh, SD Negeri 9 has experienced fluctuating and consistently below-capacity enrollment numbers from 2022 to 2025, raising questions about the factors shaping this trend. This study aims to identify and analyze the internal and external supporting and inhibiting factors that influence new student enrollment interest at SD Negeri 9 Banda Aceh. A descriptive qualitative research design was employed, with data collected through in-depth interviews, observations, and document analysis. Participants were selected using purposive sampling and comprised the school principal, the vice-principal for student affairs, and parents of prospective students. Data were analyzed using SWOT analysis to systematically identify internal strengths and weaknesses alongside external opportunities and threats. The findings reveal that supporting factors include adequate teacher quantity and competency, a conducive physical school environment, progressive adoption of learning technology, and effective information dissemination via social media platforms and parental communication networks. Inhibiting factors include infrastructure deficiencies, the absence of flagship academic programs, limited promotional funding, and intense competition from schools with superior facilities and established reputations. This study contributes empirically grounded insights for school management and education policymakers seeking to strengthen enrollment strategies in public primary schools facing declining applicant trends.
Internal and External Determinants of Parental Enrollment Interest in an Under-Capacity Public Primary School: A SWOT-Based Qualitative Case Study Halimatur Rosyidah; Nurmayuli; Naseehah Hajido
International Journal of Advanced Studies in Educational Management (IJASEM) Vol 2 No 2 (2026): Journal of Advanced Research and Studies in Educational Management (JARSEM)
Publisher : Center for Studies in Advanced Science

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64990/jarsem.v2i2.56

Abstract

Public interest in enrolling children in primary schools is an important indicator of the attractiveness of public educational institutions. This study aims to analyze the supporting and inhibiting factors influencing the enrollment interest of new students at SD Negeri 9 Banda Aceh, which has experienced fluctuating applicant numbers and remained below its enrollment capacity in recent years. This research employed a descriptive qualitative approach. Data were collected through observations, interviews, and documentation involving the school principal, vice principal for student affairs, and parents of prospective students selected using purposive sampling. Data analysis was conducted using SWOT analysis to identify internal and external factors affecting the school. The findings indicate that supporting factors include an adequate number of teachers, teacher competence, a conducive school environment, the use of learning technology, and information dissemination through social media and communication with parents. Meanwhile, inhibiting factors consist of limited facilities and infrastructure, the absence of flagship school programs, limited promotional funding, and competition with schools that have better facilities and stronger reputations. This study concludes that increasing new student enrollment interest requires strengthening internal school quality and implementing more planned and collaborative promotional strategies.
Co-Authors Ainul Mardhiah Halimatur Rosyidah Lailatussaadah Muliasa Azzufar Naseehah Hajido