Digital Marketing: Marketing Strategy for Madrasah Education Services During The Covid-19 Pandemic

DOI: https://doi.org/10.33650/al-tanzim.v7i1.3443

Authors (s)


(1) * Zainal Arifin   (Universitas Islam Negeri Sunan Kalijaga)  
        Indonesia
(2)  Dicky Artanto   (Universitas Islam Negeri Sunan Kalijaga)  
        Indonesia
(3)  Ainur Rahman   (Universitas Islam Negeri Sunan Kalijaga)  
        Indonesia
(*) Corresponding Author

Abstract


This study aims to analyze marketing strategies to promote madrasas for new students. The research approach is descriptive qualitative to analyze the digital marketing process that madrasas have carried out in recruiting new students during the Covid-19 pandemic. Data analysis was carried out interactively using the Miles and Huberman method, which included data collection, data presentation, data reduction, and concluding. The study results show that, first, the "superior madrasah" brand is part of digital marketing carried out by MTs N 1 Yogyakarta to attract new students. Second, the digital marketing process is carried out through several stages: setting goals, mapping target markets, initiating and planning content, creating content, distributing content, strengthening content, evaluating content marketing, improving content marketing, and online and offline marketing. Third, digital marketing is quite effective in increasing the enrollment of new students at madrasah.

Keywords

Digital Marketing, Education Services Marketing, Excellent Madrasah



Full Text: PDF



References


Abdu, R. (2018). Pengaruh Digital Marketing Terhadap Corporate Image Pada PT AHM di Kota Bandung Tahun 2017. E-Proceeding of Applied Science, 4(2), 321–332.

Agung, N., & Darma, G. (2019). Opportunities and Challenges of Instagram Algorithm in Improving Competitive Advantage. International Journal of Innovative Science and Research Technology, 4(1), 743–747.

Anam, K. (2013). Strategi Pemasara dan Implementasi dalam Lembaga Pendidikan. Ta’allum: Jurnal Pendidikan Islam, 1(2), 159–170. https://doi.org/10.21274/taalum.2013.1.02.159-170

Asrori, B. (2016). Strategi Pemasaran Sekolah dalam Upaya Meningkatkan Partisipasi Masyarakat di SMA Islam Nurul Amanah Kecamatan Tragah Kabupaten Bangkalan. Inspirasi Manajemen Pendidikan, 4(1), 1–8.

Churiyah, M., Sholikhan, S., Filianti, F., & Sakdiyyah, D. A. (2020). Indonesia Education Readiness Conducting Distance Learning in Covid-19 Pandemic Situation. International Journal of Multicultural and Multireligious Understanding, 7(6), 497-507. https://doi.org/10.18415/ijmmu.v7i6.1833

Faizin, I. (2017). Strategi Pemasaran Jasa Pendidikan dalam Meningkatkan Nilai Jual Madrasah. Madaniyah, 7(2), 261–283. https://doi.org/10.15575/isema.v6i1.9471

Givari, A. M. Al. (2020). Strategi Humas dalam Membangun Citra Madrasah Menjadi Madarasah Unggulan di Kota Malang. Fondatia : Jurnal Pendidikan Dasar, 4(2), 234–244. https://doi.org/10.36088/fondatia.v4i2.896

Grubor, A., & Jaksa, O. (2018). Social Media Marketing: Engaging with Consumers in Digital Era. Entrenova, 8(1), 275–282. https://doi.org/10.2139/ssrn.3283718

Ikatrinasari, Z. F., Tyas, S. K., Cahyana, B. J., & Purwanto, P. (2020). Development of Digital Marketing Strategy in the Education Industry. International Review of Management and Marketing, 10(4), 63–67. https://doi.org/10.32479/irmm.10023

Irwanto, I., & Arifin, Z. (2020). Manajer Risiko : Peran Kepala MTS N 1 Kota Yogyakarta Dalam Pembelajaran Daring Masa Pandemi Covid-19. Tadbir : Jurnal Studi Manajemen Pendidikan, 4(2), 189–200. https://doi.org/10.29240/jsmp.v4i2.1755

Junusi, R. El. (2020). Digital Marketing During the Pandemic Period; A Study of Islamic Perspective. Journal of Digital Marketing and Halal Industry, 2(1), 15–28. https://doi.org/10.21580/jdmhi.2020.2.1.5717

K., J. S., & A.H, P. (2012). Pedagangan Online: Cara Bisnis di Internet. Jakarta: Elex Media Komputindo.

Kotler, P., Kartajaya, H., & Setiawan, I. (2010). Marketing 3.0 Mulai dari Produk ke Pelanggan ke Human Spirit. Erlangga. https://doi.org/10.1002/9781118257883

Kotler, P., Kartajaya, H., & Setiawan, I. (2020). Marketing 4.0 Bergerak dari Tradisional ke Digital. Gramedia.

Miles, M. B., & Huberman, A. M. (1992). Analisis Data Kualitatif. Terjemahan oleh Tjetjep Rohendi Rohidi. Jakarta: Penerbit Universitas Indonesia.

N. Paladan, N. (2018). Higher Education Institutions Embracing Digital & Social Media Marketing: A Case of Top 25 Universities in Asia & Africa. Marketing and Branding Research, 5(3), 159–167. https://doi.org/10.33844/mbr.2018.60254

Permana, K., & Abiyasa, A. P. (2019). Menakar Digital Marketing Pada Lembaga Pendidikan Pariwisata. Jurnal Manajemen Bisnis, 16(3), 48–61. https://doi.org/10.38043/jmb.v16i3.2232

Pradiani, T. (2018). Pengaruh Sistem Pemasaran Digital Marketing Terhadap Peningkatan Volume Penjualan Hasil Industri Rumahan. Jurnal Ilmiah Bisnis Dan Ekonomi Asia, 11(2), 46–53. https://doi.org/10.32812/jibeka.v11i2.45

Prihadini, D., Nurbaity, S., Rachmadi, H., & Krishantoro. (2020). The Role of Digital Marketing in Promoting Private Universities in the Covid-19 Pandemic Period : A Phenomenological Approach. Technium Social Sciences Journal, 14, 408–421. https://doi.org/10.47577/tssj.v18i1.3059

Rochmah, L. V., & Kusumawati, A. (2019). Menjelajahi Dampak Keterlibatan Pemasaran Digital pada Proses Pengambilan Keputusan Siswa di Lembaga Pendidikan Tinggi (HEIs) (Studi pada Universitas Negeri di Kota Malang). Administrasi Bisnis, 73(2), 104–113. https://doi.org/10.32493/jpkpk.v2i2.2456

Suganya, R., Rao, B., & Monica, B. S. (2020). Customer’s Awareness Towards Digital Marketing Techniques In Construction Industry. SSRN Electronic Journal, 1, 225-232. https://doi.org/10.2139/ssrn.3536351

Sugiyono. (2011). Metodologi Penelitian Kuantitatif Kualitatif dan R & D. Bandung: Alpabeta.

Sukur, M. H., Kurniadi, B., Haris, & N, R. F. (2020). Penanganan Pelayanan Kesehatan di Masa Pandemi Covid-19 dalam Perspektif Hukum Kesehatan. Journal Inicio Legis, 1(1), 1–17. https://doi.org/10.21107/il.v1i1.8822

Taneja, G., & Bala, A. (2019). Current Scenario of Social Media Marketing. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3323772

Tufan, Z. K., Tufan, Z. K., & Tufan, Z. K. (2020). Covid-19 Diaries of Higher Education During The Shocking Pandemic. Gazi Med. J, 31, 227-233. https://doi.org/10.12996/gmj.2020.61

Tyagita, B. P. A. (2016). Strategi Pemasaran Sekolah Menengah Atas Swasta Berasrama di Kabupaten Semarang 1. Kelola: Jurnal Manajemen Pendidikan, 3(1), 67–79. https://doi.org/https://doi.org/10.24246/j.jk.2016.v3.i1.p

Untari, D., & Fajariana, D. E. (2018). Strategi Pemasaran Melalui Media Sosial Instagram (Studi Deskriptif Pada Akun @Subur_Batik). Widya Cipta, 2(2), 271–278. https://doi.org/10.30829/komunikologi.v4i1.7616

Wang, C., Cheng, Z., Yue, X.-G., & McAleer, M. (2020). Risk Management of COVID-19 by Universities in China. Journal of Risk and Financial Management 2020, 13(2), 36. https://doi.org/10.3390/JRFM13020036


Article View

Abstract views : 1017 times | PDF files viewed : 707 times

Dimensions, PlumX, and Google Scholar Metrics

10.33650/al-tanzim.v7i1.3443


Refbacks

  • There are currently no refbacks.


Copyright (c) 2023 Zainal Arifin, Dicky Artanto, Ainur Rahman

Creative Commons License
 
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Al-Tanzim : Jurnal Manajemen Pendidikan Islam
Published by Postgraduate of Nurul Jadid University, Probolinggo, East Java, Indonesia.