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All Journal Al-Tahrir: Jurnal Pemikiran Islam Lentera Pendidikan : Jurnal Ilmu Tarbiyah dan Keguruan Islam Futura Jurnal Al-Tadzkiyyah EDUKASI: Jurnal Pendidikan Islam Tadrib: Jurnal Pendidikan Agama Islam Walisongo: Jurnal Penelitian Sosial Keagamaan Jurnal Pendidikan Agama Islam (Journal of Islamic Education Studies) DIRASAT Jurnal Manajemen & Pendidikan Islam JURNAL IQRA´ AL ISHLAH Jurnal Pendidikan Jurnal Ilmiah Peuradeun Jurnal Obsesi: Jurnal Pendidikan Anak Usia Dini Jurnal Pendidikan Islam Indonesian AL-IDARAH: JURNAL KEPENDIDIKAN ISLAM FALASIFA : Jurnal Studi Keislaman PEDAGOGIK : JURNAL PENDIDIKAN Jurnal At-Tarbiyat (Jurnal Pendidikan Islam) AL-TANZIM : JURNAL MANAJEMEN PENDIDIKAN ISLAM AT-TURAS: Jurnal Studi Keislaman EduReligia : Jurnal Pendidikan Agama Islam MANAGERE : Indonesian Journal of Educational Management Mozaic : Islam Nusantara DINAMIKA ILMU: Jurnal Pendidikan Jurnal Islam Nusantara Jurnal Pendidikan Islam Indonesia Managere: Indonesian Journal of Educational Management Communautaire: Journal of Community Service Jurnal Tatsqif Journal of Educational Management Research Global Education Journal Proceeding Of International Conference On Education, Society And Humanity
Akmal Mundiri
Universitas Nurul Jadid
Religion Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Mechanical Engineering Public Health Social Sciences Other

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Journal : Lentera Pendidikan : Jurnal Ilmu Tarbiyah dan Keguruan

 1 
School Marketing Management based on Customer Preferences in an Educational Setting Rusdiah, Nadira; Sain, Zohaib Hassan; Mundiri, Akmal
Lentera Pendidikan : Jurnal Ilmu Tarbiyah dan Keguruan Vol 28 No 1 (2025): JUNE
Publisher : Faculty of Tarbiyah and Teacher Training, Universitas Islam Negeri Alauddin Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24252/lp.2025v28n1i6

Abstract

This study aims to understand school marketing management based on customer preferences. It is grounded in the reality that factors such as declining enrollment rates, academic achievement, school facilities, and teacher quality influence parents' decisions in choosing a school. Therefore, this research focuses on how marketing management strategies are formulated based on the preferences of prospective students and their parents. The study employs a qualitative approach using a case study design. Data were collected through observation, in-depth interviews, and documentation techniques. The collected data were analyzed using the Miles and Huberman model, which includes data reduction, data display, and verification. The findings reveal that customer preference-based school marketing strategies are implemented through customer preference research and identification, strengthening school image and branding, and continuous evaluation and improvement. Abstrak: Penelitian ini bertujuan untuk memahami manajemen pemasaran sekolah berbasis preferensi pelanggan. Penelitian ini didasari oleh kenyataan bahwa penurunan jumlah pendaftar, prestasi akademik, fasilitas sekolah, dan kualitas guru memengaruhi keputusan orang tua dalam memilih sekolah. Oleh karena itu, penelitian ini difokuskan pada bagaimana strategi manajemen pemasaran berbasis preferensi calon siswa dan orang tua. Pendekatan yang digunakan dalam penelitian ini adalah pendekatan kualitatif dengan jenis studi kasus. Data dikumpulkan melalui teknik observasi, wawancara mendalam, dan dokumentasi. Data yang telah dikumpulkan selanjutnya dianalisis dengan mengacu pada model analisis data dari Miles dan Huberman, yang mencakup reduksi data, penyajian data, dan verifikasi. Hasil penelitian menunjukkan bahwa strategi pemasaran sekolah berbasis preferensi dilakukan melalui riset dan identifikasi preferensi pelanggan, penguatan citra dan branding sekolah, serta evaluasi dan perbaikan secara berkelanjutan.
Co-Authors Abu Hasan Agus Abu Hasan Agus Abu Khaer, Abu Adzimah, Maulidatul Afidatul Bariroh Agus R, Abu Hasan Agustina, Rifka Sri Ahmad Fauzi Aini, Tsamar Nur Al-Amin, Muhammad Fath Ana Muthmainnah Ana Muthmainnah Anam, Muhammad Syaidul Asyiqoh, Durroh Ayu Mayang Dini Baharun, Hasan Bariroh, Afidatul Batul, Zahroil BR, Rosyadi Chodijatus Sholehah Dakir, Dakir Fadilatul Munawwaroh Fahmi, Aqil Faiz, Hasanul Faizzatul Jannah Fajriyah, Nurul Firdausy, Arij Hamid Wahid, Abd. Hamzah, M Fakhroni Hanifatur Rodiyah Hasanah, Maulidatul Hasanah, Riskiyah Hasanah, Rizkiyah Hefniy Hina, Shahzadi Holifah, Holifah Husna, Khotimatul Ida Subaida Inayatul Firdausiah Iqna’a, Julia Ira Nawiro Irma Zahra Khoiroh, Ummul Khoirun Nisa’ Khomairohtusshiyamah, Unzilah Khotijah Khotijah Khotijah Khotijah Kusumawati, Ida Listrianti, Feriska Luluk Indarti M. Aqil Fahmi Sanjani Mahtum, Imam Maimuna, Ida Makkiyah, Musdalifatul Manshur, umar Moh. Wardi Muali, Chusnul Muhammad Ainul Yaqin Mukaffan Mukaffan Munawwaroh, Izzatul Munif, Muhammad Musdalifatul Makkiyah Mushfi El Iq Bali, Muhammad Muzayyin, Muzayyin Ningtias, Renita Wijhi Ninik Wahyuningsih Nisa’, Khoirun Niwati Niwati Nofi Ferandita Nugraha, Lukman Nuril, Laila R. Rusli Reni Uswatun Hasanah Renita Wijhi Ningtias Rizal, Mohammad Syifaur Roihatus Sa'adah rosyida1, Kholadatur Rozi, Fathor Rusdiah, Nadira Sa'adah, Roihatus Sain, Zohaib Hassan Sanafiri , Ahmad Nadif Sarifah Sarifah Sholehah , Chodijatus Sholehah, Baitus Siti Romla Surbakti, Andika Hariyanto Thohir, Putri Fahmadia Dinda Maulida Tohet, Moh Umar Mansur, Umar Ummi Hani' Ummi Maghfirah Uswatun Hasanah Uswatun Hasanah Yakin, Ainul Zahra, Irma Zamroni Zamroni