Pemasaran Jasa Pendidikan Berbasis Nilai: Kajian Teoritis dan Empiris pada Pondok Pesantren Indonesia
DOI:
https://doi.org/10.36781/tarbawi.v16i1.1157Keywords:
Pemasaran Jasa Pendidikan, Strategi Pemasaran Jasa Pendidikan, Studi Kasus PesantrenAbstract
Penelitian ini bertujuan untuk mengkaji sejarah dan perkembangan pemasaran jasa pendidikan sebagai salah satu bidang kajian dalam ilmu manajemen pendidikan. Fokus utama penelitian diarahkan pada analisis urgensi penerapan strategi pemasaran jasa dalam konteks lembaga pendidikan, termasuk berbagai aliran pemikiran yang memengaruhi praktik pemasaran tersebut, yaitu pendekatan tradisional, kontemporer, dan digital. Setiap aliran dianalisis berdasarkan karakteristik, keunggulan, dan keterbatasannya dalam meningkatkan daya saing lembaga pendidikan di tengah perubahan lingkungan global yang dinamis. Selain tinjauan teoritis, penelitian ini juga menyajikan studi perbandingan antara dua lembaga pendidikan Islam di Indonesia, yaitu Pondok Pesantren IIT Rabbani Bengkulu dan Pondok Pesantren Rafah Bogor. Kedua lembaga ini dipilih karena merepresentasikan dua model penerapan strategi pemasaran yang berbeda: IIT Rabbani yang menonjolkan pendekatan tradisional berbasis komunitas dan nilai-nilai keislaman, sedangkan Rafah Bogor mengoptimalkan pendekatan digital untuk memperluas jangkauan promosi dan citra lembaga. Hasil analisis menunjukkan bahwa efektivitas pemasaran jasa pendidikan sangat ditentukan oleh kemampuan lembaga dalam menyeimbangkan nilai-nilai spiritual dengan inovasi teknologi. Temuan ini menegaskan pentingnya sinergi antara strategi pemasaran, manajemen mutu, dan identitas keislaman sebagai fondasi utama pengembangan lembaga pendidikan yang berkelanjutan.
Downloads
References
Ahmad Walid, and Abd.Malik. “Increasing Public Interest through School Image Branding through a Trending Approach.” Educazione: Journal of Education and Learning 1, no. 1 (2023): 41–53. https://doi.org/10.61987/educazione.v1i1.492.
Aquino, Jester Fermalino. “Social Media Marketing Strategies: Implementation, Optimization, and Integration among Private Higher Education Institutions” 6, no. 4 (2024): 150–77. www.ijmcer.com.
Arifudin Opan , Rahman Tanjung, Ifah Khadijah, Acai Sudirman, Lisa Indarsih Palindih Rayinda Eva Rahmah, Arafat Alhally, Ida Nurmayanti, and Ita Musfirowati Hanika Wahyuni Choiriyati. Manajemen Pemasaran Pendidikan. Angewandte Chemie International Edition, 6(11), 951–952., 2022.
Bungai, Joni, Heddy Setiawan, Feby Arma Putra, Bayu Purbha Sakti, and Hendro Sukoco. “Digital Marketing Strategy in Education Management: Increasing School Visibility and Attractiveness.” Al-Fikrah: Jurnal Manajemen Pendidikan 12, no. 1 (2024): 110. https://doi.org/10.31958/jaf.v12i1.12318.
Datta, Anirban. Exploring the Nuances of Digital Marketing-Boon or Bane, 2024.
Dr. Jagdish Kumar Sahu, and Mr. Dayalal Sankhla, Dr. Chamoli Anjana. “Personalized Marketing in the Digital Age: The Role of AI in Consumer Behavior Analytics.” European Economic Letters (EEL) 15, no. 3 (2025): 292–303. https://doi.org/10.52783/eel.v15i3.3415.
Dwivedi, Yogesh K., Elvira Ismagilova, D. Laurie Hughes, Jamie Carlson, Raffaele Filieri, Jenna Jacobson, Varsha Jain, et al. “Setting the Future of Digital and Social Media Marketing Research: Perspectives and Research Propositions.” International Journal of Information Management 59, no. May 2020 (2021): 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168.
Faizin, A., Yatim Riyanto, and M.V. Roesminingsih. “Optimizing Islamic Boarding School-Based Branding to Increase the Reputation of Islamic Higher Education.” IJORER : International Journal of Recent Educational Research 5, no. 5 (2024): 1134–47. https://doi.org/10.46245/ijorer.v5i5.660.
Hakim, Lukmanul, Indra Nanda, Yuyun Bahtiar, and Jasiah. “Digital Marketing Pada Lembaga Pendidikan: Pemahaman, Penerapan Dan Efektifitas.” Prosiding Seminar Nasional Dies Natalis 41 Utp Surakarta 1, no. 01 (2021): 128–38. https://doi.org/10.36728/semnasutp.v1i01.20.
Hemsley-Brown, Jane, and Izhar Oplatka. “Universities in a Competitive Global Marketplace: A Systematic Review of the Literature on Higher Education Marketing.” International Journal of Public Sector Management 19, no. 4 (2006): 316–38. https://doi.org/10.1108/09513550610669176.
Hidayati, Luk Luk Atul, Agusty Tae Ferdinand, Indriana Kristiawati, Diesyana Ajeng Pramestie, and Suparto Edi Sucahyo. “Improving Brand Equity through Social Media Marketing at Muhammadiyah Educational Institutions in Indonesia.” Contaduría y Administración 70, no. 4 (2025): 528. https://doi.org/10.22201/fca.24488410e.2025.5249.
Iqbal, Muhammad. “Pemasaran Jasa Pendidikan Dan Implementasinya Sebagai Strategi Pengembangan Pendidikan Di SMP Muhammadiyah 1 Depok Sleman Yogyakarta.” MANAGERIA: Jurnal Manajemen Pendidikan Islam 4, no. 1 (2019): 127–46. https://doi.org/10.14421/manageria.2019.41-08.
Jain, Varsha, Emmanuel Mogaji, Himani Sharma, and Anantha S. Babbili. “A Multi-Stakeholder Perspective of Relationship Marketing in Higher Education Institutions.” Journal of Marketing for Higher Education 34, no. 2 (2024): 502–20. https://doi.org/10.1080/08841241.2022.2034201.
Kasimbara, Rachma Putri, Ali Imron, Burhanuddin, and A. Supriyanto. “Strategic Marketing Of Higher Education In A Developing World: A Multiple Cases Study Of Localized Marketing Of Indonesia’s Private Higher Education.” Educational Administration: Theory and Practice 30, no. 5 (2024): 702–19. https://doi.org/10.53555/kuey.v30i5.2935.
Kotler, P, and K F A Fox. Strategic Marketing for Educational Institutions. Pearson Education Print on Demand Edition. Prentice-Hall, 1995.
Kumar, Ajitesh, and Sanjai Kumar Gupta. “A Multi-Budget-Based Approach to Enhance the Responsiveness of Aperiodic Task for a Bandwidth-Preserving Server in Real-Time Systems.” Journal of Information Technology Research 15, no. 1 (2022): 1–20. https://doi.org/10.4018/jitr.299917.
Li, Shuwu, Yuzhen Quan, Liqing Xiao, Haixia Ren, and Alfiya Yuriyevna Abinova. “Exploring the Influence of Social Media Communication and Brand Image on International Student Enrollment Intentions in Higher Education.” Frontiers in Education 10, no. August (2025). https://doi.org/10.3389/feduc.2025.1618524.
Litasari, Anisa Nur. “Examining the Effects of Higher Education Service Quality.” Indonesian Journal of Economics, Business, Accounting, and Management 02, no. 04 (2024): 92–108.
Makrydakis, Nektarios S. “The Role of Digital Marketing in Public Higher Education Organizations in Attracting Younger Generations.” Expert Journal of Marketing 9, no. 1 (2021): 28–38.
Nurhayani & Suryano. “Strategi Pemasaran Kontemporer.” Penetapan Harga Produk: Berbagai Strategi Penetapan Harga, 2019, 70.
Perera, Charitha Harshani, Rajkishore Nayak, and Long Thang Van Nguyen. “The Impact of Social Media Marketing and Brand Credibility on Higher Education Institutes’ Brand Equity in Emerging Countries.” Journal of Marketing Communications 29, no. 8 (2022): 770–95. https://doi.org/10.1080/13527266.2022.2086284.
Riofita, Hendra. “Strengthening the Competitive Image of Private Islamic Higher Educational Institutions in Indonesia as an Effective Marketing Material: The Mediating Role of Service Innovation.” STI Policy and Management Journal 9, no. 2 (2024): 73–85. https://doi.org/10.14203/stipm.2024.404.
Scobey, David. “The Paradigm Project: A Call for Radical Renewal of Higher Education.” Change: The Magazine of Higher Learning 55, no. 2 (2023): 14–19. https://doi.org/10.1080/00091383.2023.2180274.
Septiani, Sisca, Ade Surachman, Muhammad Alwi, Randitha Missouri, Paulus Tuerah, Abdul Arribathi, Reina Hadikusumo, et al. Manajemen Mutu Pendidikan: Kualitas Pendidikan Dan Keuanggulan Kompetitif (Oktober, 2023). Penerbit PT. Sada Kurnia Pustaka (19 Oktober), 2023.
Shidiq, Muhammad, and Latifatus Saleha. “Marketing Communication Strategy for Islamic Boarding School-Based Educational Institutions.” Managere: Indonesian Journal of Educational Management 4, no. 3 (2022): 314–23. https://doi.org/10.52627/managere.v4i3.213.
Suriadi, Hari, Nora Eka Putri, and Yulia Septi Wahyuni. “Analysis of Student Satisfaction and Loyalty through Educational Service Quality and Lecturer Performance in Islamic University.” International Journal of Islamic Studies Higher Education 4, no. 1 (2025): 13–30.
Untung, Slamet, Ade Dedi Rohayana, and M. Miftah Farid. “Model of Public Relations Management Development With Islamic Educational Institutions According To the Merdeka Learning Perspectives.” Paramurobi: Jurnal Pendidikan Agama Islam 6, no. 2 (2023): 215–28. https://doi.org/10.32699/paramurobi.v6i2.5579.
Valentin, Nio Nilasari Nur, Muhammad Asrori, and Faris Nurhabib. “Implementasi Pemasaran Pendidikan Berbasis Media Digital Di SMAN 3 Ponorogo.” Adaara: Jurnal Manajemen Pendidikan Islam 15, no. 1 (2025): 12–22. https://doi.org/10.30863/ajmpi.v15i1.7574.
Vrontis, Demetris, Alkis Thrassou, and Yioula Melanthiou. “A Contemporary Higher Education Student-Choice Model for Developed Countries.” Journal of Business Research 60, no. 9 (2007): 979–89. https://doi.org/10.1016/j.jbusres.2007.01.023.
Wirtz, Jochen, and Christopher Lovelock. Services Marketing People, Technology, Strategy, Ninth Edition. Services Marketing: People, Technology, Strategy, Ninth Edition, 2021. https://doi.org/10.1142/y0024.
Yousef, Darwish Abdulrahamn. “Learning Style Preferences of Postgraduate Students: The Case of the British University in Dubai, the United Arab Emirates.” Journal of International Education in Business 11, no. 2 (2018): 291–311. https://doi.org/10.1108/JIEB-02-2018-0006.
Zarubina, Venera, Mikhail Zarubin, Zhaukhar Yessenkulova, Rassima Salimbayeva, and Gulbarshyn Satbaeva. “Digital Transformation of the Promotion of Educational Services of Kazakhstani Universities.” Journal of Innovation and Entrepreneurship 13, no. 1 (2024). https://doi.org/10.1186/s13731-023-00355-3.
Zebua, Ali Marzuki, and Kasful Anwar Us. “Strategic Education Marketing: Analyzing the Implementation of the 7P Marketing Mix in Indonesian Islamic Universities.” AL-ISHLAH: Jurnal Pendidikan 17, no. 3 (2025): 3765–86. https://doi.org/10.35445/alishlah.v17i3.7041.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Cristin Letavia, Dinda Dwi Saputri, Irwan Fathurrochman
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
