The Marketing Strategy in Increasing The Student Quantity in Islamic Elementary School of Al-Ikhlas Kuningan

Abstract

The mixed marketing strategy is a tool that can be implemented in educational institutions that is able to attract public interest and to send their children to school. Islamic elementary school of Al- Ikhlas Kuningan is a school that can implement a mix of marketing strategies in increasing the number of studentsl through their products, costs, locations, and promotions. The purpose of this study was to find out how the marketing strategy was implemented and what obstacles and efforts were made, and the impact of the marketing strategy. This research method is qualitative with data collection techniques in terms of interviews, observations, and documentation. Based on the results of the research, the marketing strategy implemented at Islamic elementary school of AL- Ikhlas Kuningan is mix marketing strategies, by conducting superior programs as the products such as tahfidzul qur'an, marawis, pencak silat, drumband, and reciting the yellow book, free education costs, strategic school locations, and promotions to consumers. The only obstacle was digital promotion, the efforts were made to overcome these obstacles, by maximizing promotion through brochures distributed directly to pre-school institutions. The impact of the marketing strategy mix carried out by them was that the number of students increases every year.

Keywords: Mix Mareketing, Students quantity.