MANAJEMEN MARKETING MIX DALAM MENINGKATKAN ANIMO MASYARAKAT BIDANG PENDIDIKAN

Abstract

Abstract

This research aims to analyze and describe in depth 1) Product in increasing public interest in the field of education at SMP Mambaus Sholihin Blitar. 2) Price in increasing public interest in the field of education at SMP Mambaus Sholihin Blitar. 3) Place to increase public interest in the field of education at SMP Mambaus Sholihin Blitar. 4) Promotion in increasing public interest in the field of education at SMP Mambaus Sholihin Blitar. This research uses a qualitative approach, a case study type with a multicase design. Data collection techniques use in-depth interviews, participant observation and documentation. Data analysis starts from data consolidation, data presentation, verification and drawing conclusions. Data were analyzed from single case and cross case data. The research results show 1) Product as a marketing mix strategy in increasing public interest in the field of education, including academic competence (guarantee of passing madrasa exams and national exams), and Islamic boarding school competence. 2) Price as a marketing mix strategy in increasing public interest in areas including affordable financing, cross subsidies and scholarships. 3) Place as a marketing mix strategy in increasing public interest in the field of education, including the location of madrasas within Islamic boarding schools. 4) Promotion as a marketing mix strategy in increasing public interest in the field of education, including direct promotion from student guardians and students, electronic print media and social media. 5) Institutional performance as a marketing mix strategy in increasing public interest in the education sector is an A-accredited institution, magnificent buildings and complete facilities, financial administration service performance that is friendly, accountable and fast, food and drink service performance that is timely, nutritious, healthy, varied, and adequate, clean and sufficient toilet service performance, safety and comfort service performance, teachers and supervisors are parents of students. 6) Pray as a marketing mix strategy in increasing public interest in the field of education is istighosah, other aurotan and spiritual teachers.

Keywords: Marketing Mix, Public Animo