STRATEGI PEMASARAN PENDIDIKAN SMP ISLAM TERPADU (IT) MASJID SYUHADA YOGYAKARTA

Abstract

Dalam kurun lima tahun jumlah siswa di Indonesia menurun cukup signifikan, yakni hampir 50%. Beberapa peneliti menyebut salah satu penyebabnya yakni pemasaran pendidikan yang tidak maksimal. Citra pendidikan tentu sangat dipengaruhi oleh menejerial pemasaran yang digunakan sekolah. SMP IT Masjid Syuhada dipilih sebagai sampel penelitian mengingat akses data dan akses dana yang dapat dijangkau. Selain itu, ditemukan data bahwa jumlah penerimaan siswa baru di SMP IT Masjid Syuhada dalam kurun waktu lima tahun terbukti menurun. Metode yang digunakan dalam penelitian ini yakni metode kualitatif dan kuantitatif (mix metode). Penelitian ini berjenis penelitian lapangan dengan melakukan wawancara langsung dengan perwakilan kepala sekolah, Guru dan marketing sekolah. Sementara survey dilakukan langsung pada 58 murid dan 33 wali murid. Tujuan dari penelitian ini ada dua, yakni mendeteksi strategi pemasaran pendidikan yang digunakan oleh SMP IT Masjid Syuhada dan menelusuri kelebihan dan kekurangannya. Hasil penelitian ini menunjukkan bahwa SMP IT Masjid Syuhada menggunakan dua jenis strategi, yakni strategi pemasaran pendidikan kontemporer dan konservatif. Namun, strategi pemasaran pendidikan konservatif jauh lebih mendominasi. Kelebihan dari strategi pemasaran pendidikan SMP IT Masjid Syuhada berdasarkan hasil wawancara, yakni materi bermuatan keislaman mendominasi, penanaman nilai karakter diutamakan dan memiliki masjid bersejarah. Selain itu lokasi SMP IT Masjid Syuhada juga sangat strategis, yakni berada di tengah-tengah kota Yogyakarta. Sementara kekurangan strategi pemasaran pendidikannya, yakni belum memaksimalkan teknologi informasi sebagai bahan promosi sekolah dalam menarik calon siswa/i baru.

In the past five years the number of students in Indonesia has decreased quite significantly, namely almost 50%. Several researchers say one of the causes is inadequate marketing of education. The image of education is of course greatly influenced by the marketing management used by the school. SMP IT Syuhada Mosque was chosen as the research sample considering the access to data and access to funds that could be reached. Apart from that, data was found that the number of new student admissions at Syuhada Mosque IT Middle School over a period of five years was proven to have decreased. The methods used in this research are qualitative and quantitative methods (mix methods).This research is field research by conducting direct interviews with representatives of school principals, teachers and school marketing. Meanwhile, the survey was conducted directly on 58 students and 33 parents. The aim of this research is twofold, namely detecting the educational marketing strategies used by Syuhada Mosque IT Middle School and exploring their advantages and disadvantages. The results in this research show that SMP IT Syuhada Mosque uses two types of strategies, namely contemporary and conservative educational marketing strategies. However, conservative educational marketing strategies are much more dominant. The advantages of the education marketing strategy of the Syuhada Mosque IT Middle School based on the results of interviews are that Islamic material dominates, instilling character values is prioritized and it has a historic mosque. Apart from that, the location of the Syuhada Mosque IT Middle School is also very strategic, namely in the middle of the city of Yogyakarta. Meanwhile, the educational marketing strategy lacks, namely that it has not maximized information technology as a school promotional material in attracting prospective new students.