Dendang Karnila, Kimiatis Sa’adah, Hendy Rijalul Vikri, Deni Setiadi, Ismiyati

Eksplorasi Orientasi Pemasaran Sekolah dalam Meningkatkan Jumlah Siswa Baru di Sakinah Boarding School

Introduction

Eksplorasi orientasi pemasaran sekolah dalam meningkatkan jumlah siswa baru di sakinah boarding school. Eksplorasi orientasi & strategi pemasaran Sakinah Boarding School tingkatkan siswa baru. Temukan pendekatan customer-oriented, koordinasi, dan taktik promosi sekolah Islam.

Abstract

This study aims to explore the market orientation and marketing strategies applied by Islamic schools in an effort to increase the number of new students. Data was obtained using a qualitative approach with an exploratory case study design through observation, documentation and in-depth interviews with 15 resource persons consisting of foundation administrators, school leaders, marketing division, public relations and publications as well as teachers. The results showed that the market orientation of Sakinah Boarding School (SBS) is very customer-oriented, proficient in inter-functional coordination and the culture developed in the school is very market-oriented. The marketing strategy implemented covers various aspects, such as the use of social media, strengthening relationships with the community, promotional programs, and the quality of educational services. However, the school has a limited budget for marketing and the lack of understanding of teachers and employees about the importance of marketing orientation in education. This research can be used as a guide for integrated Islamic schools with the Boarding School concept in determining market orientation and marketing strategies and also taken into consideration for further research.

Review

This study, "Eksplorasi Orientasi Pemasaran Sekolah dalam Meningkatkan Jumlah Siswa Baru di Sakinah Boarding School," addresses a highly relevant topic in the competitive landscape of private education, particularly for Islamic boarding schools. The research employs a robust qualitative approach, utilizing an exploratory case study design with extensive data collection methods including observation, documentation, and in-depth interviews with a diverse group of 15 stakeholders. This methodological rigor strengthens the credibility of its findings, which clearly articulate that Sakinah Boarding School (SBS) demonstrates strong customer orientation, proficient inter-functional coordination, and a deeply embedded market-oriented culture. Furthermore, the identification of specific marketing strategies, from social media use to community strengthening and service quality, provides valuable practical insights. While the study offers significant contributions, it also highlights crucial limitations that warrant further consideration. The abstract notes a restricted marketing budget and, more critically, a lack of understanding among teachers and employees regarding the importance of marketing orientation. These points present interesting tensions, particularly if the school is simultaneously described as having a "very market-oriented culture." Future discussions or research could delve deeper into how these budget constraints specifically impact the execution and effectiveness of the identified strategies, and what specific interventions might address the internal knowledge gap among staff to truly embed a pervasive marketing mindset beyond top-level administration. Exploring the nuances of "customer" in this context – whether it primarily refers to parents, students, or both – could also enrich the analysis. Overall, this research provides a commendable exploration into the market orientation and marketing strategies of an Islamic boarding school. Its detailed findings regarding SBS offer a valuable case study that can indeed serve as a practical guide for similar integrated Islamic schools in refining their own strategic approaches to student recruitment. Moreover, the identified limitations open promising avenues for subsequent research, encouraging a more comprehensive understanding of marketing challenges and opportunities within the educational sector. This paper is a worthwhile read for school administrators, policymakers in education, and researchers interested in educational marketing and institutional development.

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