<![CDATA[General Background: Educational marketing requires targeted communication to attract prospective students and support enrollment decisions. Specific Background: SMKS Muhammadiyah 1 Kemlagi applies door-to-door marketing as a structured approach following limitations in conventional promotion. Knowledge Gap: Research specifically examining door-to-door marketing as a primary enrollment strategy in private Islamic vocational schools, particularly in semi-rural contexts, remains limited. Aims: This study analyzes implementation, field practices, and the role of direct communication in parents’ attitudes and enrollment decisions. Results: Using a qualitative descriptive case study, data from interviews, observations, and documentation show stages of school outreach, interest mapping, targeted home visits, persuasive communication, school and alumni involvement, and consistent follow-up. Novelty: The study integrates Segmenting, Targeting, and Positioning with the Theory of Planned Behavior to examine targeted marketing and parental decision-making. Implications: Educational institutions can use contextual, data-based targeting and direct communication to support enrollment strategies. Key Findings Highlights Targeted visits connect school communication with parental considerations. Interest mapping directs visits toward prospective student families. Consistent follow-up converts initial interest into enrollment decisions. Keywords : Door-to-Door Marketing, Student Enrollment, Educational Marketing, Parental Decision-Making, Vocational School]]>
