Strategi Madrasah dalam Meningkatkan Jumlah Siswa Baru Studi Multisitus Madrasah Aliyah Tassbeha Baitul Qur’an dan Madrasah Aliyah Ittihadul Usrati Wal Jamaah Ddi Lerang-Lerang Kabupaten Pinrang

Abstract

Abstract: This study aims to analyze the strategies implemented by madrasahs to increase new student enrollment through the application of the educational marketing mix (7P marketing mix strategy), which includes product, price, place, promotion, people, process, and physical evidence. The research is motivated by fluctuations in student enrollment at Madrasah Aliyah Tassbeh Baitul Qur’an, Pinrang Regency, and Madrasah Aliyah Ittihadul Usrati wal Jamaah DDI Lerang-Lerang, Pinrang Regency. The study employs a qualitative descriptive approach with a multisite design. Data were collected through interviews, observations, and documentation, and analyzed using the Miles and Huberman model combined with the SWOT approach to identify the strengths, weaknesses, opportunities, and threats in the educational marketing strategies of both institutions.The results reveal that the madrasahs’ strategies to attract new students include developing outstanding academic programs (product), setting competitive and transparent tuition fees (price), selecting strategic and accessible locations (place), conducting active promotions through social media and community engagement (promotion), enhancing teacher and staff competencies (people), providing efficient and responsive administrative services (process), and strengthening modern and supportive learning facilities (physical evidence). Supporting factors include strong leadership, positive institutional reputation, and community trust, while obstacles involve limited facilities and suboptimal promotional efforts. The integrated implementation of the educational marketing mix has proven effective in strengthening institutional image, increasing competitiveness, and attracting greater public interest in Islamic-based education.
Keywords: Madrasah Strategy, Educational Marketing Mix, 7P Marketing, New Student Enrollment, Multi-site Study.

Abstrak: Penelitian ini bertujuan untuk menganalisis strategi madrasah dalam meningkatkan jumlah siswa baru melalui penerapan konsep bauran pemasaran dalam pendidikan (marketing mix strategy) yang meliputi tujuh elemen utama, yaitu product, price, place, promotion, people, process, dan physical evidence. Fenomena fluktuasi jumlah peserta didik di Madrasah Aliyah Tassbeh Baitul Qur’an Kabupaten Pinrang dan Madrasah Aliyah Ittihadul Usrati wal Jamaah DDI Lerang-Lerang Kabupaten Pinrang menjadi latar belakang penelitian ini. Pendekatan yang digunakan ialah kualitatif deskriptif dengan desain studi multisitus. Data dikumpulkan melalui wawancara, observasi, dan dokumentasi, kemudian dianalisis dengan model Miles dan Huberman serta pendekatan SWOT untuk mengidentifikasi kekuatan, kelemahan, peluang, dan ancaman strategi pemasaran pendidikan di kedua madrasah.Hasil penelitian menunjukkan bahwa strategi madrasah dalam menarik peserta didik baru mencakup penyusunan program pendidikan unggulan (product), penetapan biaya yang kompetitif dan transparan (price), pemilihan lokasi strategis dan mudah diakses (place), promosi aktif melalui media sosial dan kegiatan masyarakat (promotion), peningkatan kompetensi guru dan tenaga kependidikan (people), pelayanan administratif yang efisien dan ramah (process), serta penguatan fasilitas pembelajaran modern dan representatif (physical evidence). Faktor pendukung mencakup dukungan pimpinan, reputasi madrasah, dan kepercayaan masyarakat, sedangkan faktor penghambat meliputi keterbatasan fasilitas dan promosi yang belum optimal. Penerapan bauran pemasaran pendidikan secara terintegrasi terbukti mampu memperkuat citra lembaga, meningkatkan daya saing, dan menarik minat masyarakat terhadap pendidikan berbasis Islam.
Kata kunci: Strategi Madrasah, bauran Pemasaran Pendidikan, Pemasaran 7P, Pendaftar Siswa Baru, Studi Multisitus