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All Journal Indonesian Journal of Early Childhood : Jurnal Dunia Anak Usia Dini
Radiana Fitriati
Universitas IVET
Education

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Analisis Efektifitas Marketing Mix dan Digital Marketing untuk Peningkatan Siswa Pendaftar di Lembaga Pendidikan Anak Usia Dini: Analysis of the Effectiveness of Marketing Mix and Digital Marketing to Increase the Students Enrollments in Early Childhood Education Institutions Radiana Fitriati; Andry Irdyansah
Indonesian Journal of Early Childhood: Jurnal Dunia Anak Usia Dini Vol. 8 No. 1 (2026)
Publisher : Universitas Ngudi Waluyo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35473/ijec.v8i1.4921

Abstract

This study aims to analyze the implementation of marketing management in PAUD institutions to increase enrollment, using a case study of PAUD Nasima in Semarang City, Central Java. This research used a descriptive qualitative approach. The results indicate that PAUD Nasima has implemented the most effective marketing mix steps, including segmentation, targeting, positioning, and marketing mix implementation. Similarly, digital marketing strategies are implemented through marketing communications on Instagram, WhatsApp, and TikTok. This study concludes that implementing the marketing mix and digital marketing has proven effective in increasing enrollment in PAUD. The study recommends to PAUD institutions integrate educational quality into their marketing mix and online marketing to reach their target enrollment.   ABSTRAK Penelitian ini bertujuan untuk menganalisis implementasi manajemen pemasaran di lembaga PAUD guna meningkatkan jumlah pendaftar, dengan studi kasus di PAUD Nasima, Kota Semarang, Jawa Tengah. Penelitian ini menggunakan pendekatan kualitatif deskriptif. Hasil studi menunjukkan PAUD Nasima telah menerapkan langkah-langkah bauran pemasaran yang paling efektif, mulai dari segmentasi, targeting, positioning, hingga penerapan bauran pemasaran. Demikian halnya strategi digital marketing diterapkan melalui komunikasi pemasaran di instagram, WhatApp, dan Tiktok. Studi ini menyimpukan implimentasi marketing mix  dan digital marketing terbukti efektif berkontribusi terhadap peningkatan jumlah pendaftar di PAUD.  Penelitian ini merekomendasikan lembaga PAUD untuk mengintegrasikan kualitas pendidikan sebagai bauran pemasaran dan pemasaran online untuk mencapai target pendaftar.
Co-Authors Andry Irdyansah