JOSR: Journal of Social Research
Desember 2022, 2 (1), 175-184
p-ISSN: 2827-9832 e-ISSN: 2828-335x
Available online at http:// https://ijsr.internationaljournallabs.com/index.php/ijsr
http://ijsr.internationaljournallabs.com/index.php/ijsr
INFLUENCE OF MARKET MIX STRATEGY (MARKETING MIX)
TOWARDS THE INCREASE IN THE NUMBER OF NEW STUDENTS OF
SDIT AR-TREATISE SETELUK
Saprianto, Ahmad Yamin, Dedi Supriadi
Sumbawa University of Technology
sapriantohanif4@gmail.com
Abstract (Indonesia)
Received:
Revised :
Accepted:
November 27,
2022
November 30,
2022
December 03,
2022
Latar Belakang: Pendidikan merupakan salah satu usaha
yang dilakukan untuk meningkatkan mutu sumber daya
manusia yang pada hakikatnya membantu manusia untuk
menjadi cerdas, pintar dan baik. Sekolah merupakan salah
satu lembaga yang menyediakan pendidikan dan
pembelajaran bagi anak yang tidak hanya normal tetapi juga
berkebutuhan khusus.
Tujuan: Untuk menjelaskan pengaruh bauran pemasaran
(marketing mix) pendidikan di SDIT Ar-Risalah terhadap
peningkatan jumlah peserta didik.
Metode: Berdasarkan judul yang diajukan peneliti yaitu
“Pengaruh Bauran Pemasaran (Marketing Mix) Pendidikan
Terhadap Peningkatan Peserta Didik di SDIT Ar-Risalah
Seteluk” maka penelitian ini menggunakan penelitian
kuantitaif, yaitu suatu proses dimana data penelitian berupa
angka- angka, kemudian di analisis menggunakan uji
statistik.
Hasil: Layanan jasa pendidikan di SDI Surya Buana dan
MIN Malang 2 memprioritaskan upaya terpenuhinya
kepuasan para pelanggan. Strategi pemasaran dalam
meningkatkan citra dilakukan yakni langsung, tidak
langsung, differensiasi, dan pembiayaan. Dampak strategi
pemasaran dan implikasinya terhadap pencitraan di SDI
Surya Buana dan MIN Malang 2.
Kesimpulan: Dari hasil Analisa data dan pembahasan
penulis dapat menyimpulkan bahwa: Bauran Pemasaran
(Marketing Mix) berpengaruh positif dan signifikan terhadap
Peningkatan Peserta Didik di SDIT Ar-Risalah Seteluk.
Kata kunci: marketing mix, Pendidikan, pembelajaran
Saprianto, Ahmad Yamin, Dedi Supriadi / JOSR: Journal of Social Research, 2(1), 175-184
Influence of Market Mix Strategy (Marketing Mix) Towards the Increase in the
Number of New Students of SDIT Ar-Treatise Seteluk
176
Abstract (English)
Background: Education is one of the efforts made to
improve the quality of human resources which in essence
helps, humans, to be smart, smart and smart. The school is
one provides institutions that provide education and
learning for children who are not only normal but also have
special needs.
Objective: To explain the effect of the educational
marketing mix at SDIT Ar-Risalah on the increase in the
number of students.
Method: Based on the title proposed by the researcher,
namely "The Effect of Educational Marketing Mix on the
Improvement of Students at SDIT Ar-Risalah Seteluk", this
study uses quantification research, which is a process
where research data in the form of numbers, then analyzed
using statistical tests.
Results: Education services at SDI Surya Buana and MIN
Malang 2 prioritize efforts to fulfill customer satisfaction.
Marketing strategies in improving the image are carried
out, namely direct, indirect, differentiation, and financing.
The impact of marketing strategies and their implications
on imaging at SDI Surya Buana and MIN Malang 2.
Conclusion: From the results of data analysis and
discussion, the author can conclude that: Marketing Mix
has a positive and significant effect on the Increase of
Students at SDIT Ar-Risalah Seteluk.
Keywords: marketing mix, Education, learning
*Correspondent Author: Saprianto
Email: sapriantohanif4@gmail.com
INTRODUCTION
Education is one of the efforts made to improve the quality of human resources
which in essence helps humans to become smart, smart, and good. (Sudrajat, 2011). School
is one of the institutions that provide education and learning for children who are not only
normal but also have special needs (Praptiningrum, 2010). Children with special needs are
a child with special characteristics that are different from children in general without
always showing mental incapacity, emotion, or fission. Children with special needs
experience abnormalities or deviations in the growth process compared to other normal
children so they need special education services various educational services for children
with special needs, both regarding learning management, facilities, and infrastructure, as
Saprianto, Ahmad Yamin, Dedi Supriadi / JOSR: Journal of Social Research, 2(1), 175-184
Influence of Market Mix Strategy (Marketing Mix) Towards the Increase in the
Number of New Students of SDIT Ar-Treatise Seteluk
177
well as the role of teacher, In Education, actually has a very important role in the life of the
nation and state, namely in create quality human resources. Education is a factor of basic
needed every human being, because through education efforts to progress the nation and
state and improve the welfare of the people can be realized.
Education is also a supporting factor that plays an important role in all sectors of
the life of the nation and state. Man needs education in his life. Education is an effort so
that humans can develop their potential through the learning process or other ways that are
known and recognized by society in general.
In Amide’s moral and multidimensional crisis that chastens this nation, the
realization of high-quality educational institutions has become a non-negotiable necessity
in society. Therefore, every element, especially education practitioners, must strive more
collegially to advance educational institutions which are the main focus of the nation's
progress. Quality improvement is the main challenge in every path, type, and level of
education. Quality must be improved so that educational institutions arecanovide meaning
for the provision of students' lives in the future. Marketing is one of the qualities driving
the progress of educational institutions. The challenges of the global era are increasingly
complex and must be responded to with the presence of high-quality educational
institutions (Khasanah, 2015).
Institutions and Companies in carrying out their business and activities, both
companies engaged in services and goods have the same targets and goals, and ideals,
namely obtaining maximum profits in the business being run. Therefore, institutions and
companies must also provide increased satisfaction to consumers for the products
produced, increasing consumers is a benchmark for the success of companies and
institutions, school educational institutions are a company engaged in services to provide
superior products and quality in the community.
Marketing (mix) is one of the economic sciences that has long been developing in
society, and until now marketing mix greatly affects the success of a company and
institution to be able to survive in market competition. Therefore, a marketing strategy is
needed that can influence determine whether it is successful in improving or not marketing
its products. If the marketing strategy implemented by the company market its products
well and there is an increase before and after implementing the marketing mix, this will
affect the company's goals for future progress.
Among the forms of marketing strategies that are support in marketing products to
create improvement and consumer satisfaction is the use of a marketing mix. Thus, the
factors in the marketing mix are various variables that are expected to be able to create an
increase and consumer satisfaction, or in other words, these variables will affect the
increase in consumers in a product. The increase in customers will have an impact on
customer loyalty, s and the business built will continue to survive and grow.
This is important because the marketing mix is one of the main considerations and
choices of the community in choosing an institution for education and a better future for
their children. If the institution is insensitive to what is needed by today's society, then it is
certain that it will lose many opportunities or opportunities and lose come petition with
other institutions.
A marketing mix is a mix of controllable marketing variables used by a company
to pursue the desired level of sales in the target market (Philip Kotler, 1996). The Marketing
Mix is a set of tools that marketers can use to shape the characteristics of the services
offered to customers and these tools can be used to strategize long-term strategies and also
to design short-term tactical programs (Tjiptono, 2014).
Anstitution has a way in every business always trying to make the products that
have been made in expectations. The development between educational institutions is
Saprianto, Ahmad Yamin, Dedi Supriadi / JOSR: Journal of Social Research, 2(1), 175-184
Influence of Market Mix Strategy (Marketing Mix) Towards the Increase in the
Number of New Students of SDIT Ar-Treatise Seteluk
178
increasing rapidly and the competition of each educational institution is getting tighter and
increasing. This has an impact on education providers being required to be more innovative
and creative in exploring the uniqueness and excellence of their schools so that they are
more attractive to students as well as a way to survive in increasingly fierce competition.
Quality institutions and schools are the ideals and hopes of the nation because they
will make quality individuals who regaining great changes to the nation. According to
Sudarwan Danim, high-quality schools are schools that satisfy customers (Khasanah,
2015).
Customer improvement and satisfaction is always the expectation of a company.
With satisfaction, it can make the benchmark of a company knowing if the product made
can be well received in the market. In addition to the important factor for the survival of
the company, improving and satisfying customer need can increase competitive advantage
competition. Customers who are satisfied with the product they get tend to buy and use the
product again when the same need arises in the future. This results in increased satisfaction
making the key factor of customers repurchasing and marketing to others.
In the world of education there is a complex system that has many elements that
must be present in it. One of the most important elements is the learner who is also the main
subject of education. In this case, students are customers who contribute to the success of
educational institutions in marketing.
Recently, there has been a shift in views on education in line with social demand
which is developing on a more macro scale. According to him, parents are linked and
worried about the phenomenon of juvenile delinquency. Therefore, to anticipate and equip
children as early as possible from elementary school with the habituation of noble values
of intimacy or character education, schools are needed that make these values in daily
teaching and learning activities.
The dominance of Islamic boarding schools, madrasahs, and (public) schools that
became the mainstream model of educational institutions at the end of the 20th century has
shifted along with the presence of integrated Islamic schools. This educational institution
has been able to take the hearts of the people, especially the Indonesian Muslim middle
class. This is because the Integrated Islamic School is a model of educational institutions
that see seek combine science and religion in one integrative curriculum package.
Integrated Islamic Schools have their ownmentation. Pesantren is a traditional Islamic
educational institution that is in demand by parents who hope that their children understand
religious science more deeply. Public schools are in demand among parents who prioritize
modern sciences. Madrasah from the beginning wanted to widen the gap between pesantren
and public schools, but this hope has never come true because until now it can be said that
madrasah alumni have actome alumni who have only half-mastered religious knowledge
and general science. This is where the Integrated Islamic School comes in to fill the void.
So moeslim communities, especially those in the upper middle class, are willing to spend
more to send their children to Islamic-based educational institutions.
This phenomenon also occurs in the West Sumbawa Regency area, initially, the
Integrated Islamic School developed rapidly in Talthe iwang district which is the center of
the government of West Sumbawa Regency. Since 2017, an Integrated Islamic School has
been established in Seteluk District, West Sumbawa, namely TK IT Ar-Risalah and SD IT
Ar-Risalah which are under the Darul Furqan Foundation.
SD IT Ar-Risalah Seteluk is an elementary school located in Bda Rea Subdistrict,
Seteluk District, West Sumbawa Regency, and is one of the educational institutions and is
the author's choice to study its marketing.
SD IT Ar-Risalah became one of the first Integrated Islamic Schools established in
Setthe eluk District. At the time of its establishment, SD IT Ar-Risalah was faced with a
Saprianto, Ahmad Yamin, Dedi Supriadi / JOSR: Journal of Social Research, 2(1), 175-184
Influence of Market Mix Strategy (Marketing Mix) Towards the Increase in the
Number of New Students of SDIT Ar-Treatise Seteluk
179
challenge that was big enough to be able to attract students. Many people in Seteluk
Subdistrict have not received information about the added values of Islamic Elementary
Schools, coupled with free education programs from the Local Government, making it
more difficult to attract the interest of the surrounding community.
Number of New Students of SDIT Ar-Risalah
No
School Year
Number of New
Students
1.
2017/2018
10
2.
2018/2019
18
3.
2019/2020
34
4.
2020/2021
57
5.
2021/2022
79
6.
2022/2023
120
In the 2017/2018 school year, SD IT Ar-Risalah received 10 students, which then
increased to 18 students in 2018/2019. In the next school year it increased gradually in
Along with the development of the times from year to year, SD IT Ar-Risalah
Seteluk began to show that SD IT is a school that should be taken into account and is in
great demand by the surrounding community. Several supporting factors are the cause, one
of which is increasing public awareness and marketing strategies carried out by SDIT Ar-
Risalah. SDIT Ar-Risalah uses a marketing mix strategy to increase the number of learners.
This strategy is what makes a difference from other schools in Seteluk District.
Therefore, researchers consider it necessary to conduct a study with the title "The
Effect of Educational Marketing Mix on the improvement of Students in Ar-Risalah
Integrated Islamic Elementary School. Is important to provide motivation and direction on
the implementation of educational services for children with special needs. Incursion tools
are considered appropriate for children with special needs, namely regular schools intended
to serve the needs of children who have disorders and have the potential for intelligence
and special talents in a systematic unit.
Inclusion schools are educational service systems that allow children with special
needs to learn together with other peer learners in regular schools. Or a school that
accommodates all students in the same class by providing a decent educational program
tailored to the abilities and needs of each student. Inclusive education is not a new topic to
be discussed in the world of education in Indonesia. Inclusive education in Indonesia is
developing and is always being updated to provide better services for its students. Inclusive
education is an education that places the fulfillment of children's right to obtain the same
education for all children, both regular and children with special needs according to their
needs (Wardah, 2019).
The existence of an inclusive school is not just a place for the existence of a school.
Great responsibility is borne by inclusive schools to provide optimal services for their
students, especially children with special needs. Schools are required to realize an optimal
service for their students, both regular and special needs. The special guidance teacher is
one of the persons in charge and has an important role in meeting the needs of children
with special needs in inclusive schools. Through this literature review, it will be reviewed
how the learning process for children with special needs in inclusive schools.
Saprianto, Ahmad Yamin, Dedi Supriadi / JOSR: Journal of Social Research, 2(1), 175-184
Influence of Market Mix Strategy (Marketing Mix) Towards the Increase in the
Number of New Students of SDIT Ar-Treatise Seteluk
180
RESEARCH METHODS
Based on the title proposed by the researcher, namely "The Effect of Educational
Marketing Mix on the Improvement of Students at SDIT Ar-Risalah Seteluk", this research
uses quantification research, which is a process where research data is in the form of
numbers, then analyzed using statistical tests (P. Sugiyono, 2015).
The type of research used by researchers is intended to obtain information about
the Effect of the Educational Marketing Mix on Student Improvement in SDIT Ar-Risalah
Seteluk in in-depth comprehensively.
In carrying out research, a researcher needs to use the right type of research. In the
research that has been carried out, the researcher explained the influence of the educational
marketing mix on the improvement of students at SDIT Ar-Risalah Seteluk. The research
method used in this study is to use quantitative research methods. Quantitative research
methods are research methods used to research on tain populations or samples. The data
collection uses quantitative or statistical research and data analysis instruments that aim to
test predetermined hypotheses (S. Sugiyono, 2012).
In this study, it is also through hypothesis testing and then statistical tests are
carried out so that these data can provide explanations and information about the data so
that researchers can analyze explanations.
RESULTS AND DISCUSSION
The data collected in this study was 80 samples, the data was Marketing Mix (X) there
were twelve (12) statement items, Increased Number of Learners (Y) there were four (4)
statement items where the data was obtained from the distribution of questionnaires that
had been filled out by respondents. It can further be broken down by gender, age, and recent
education.
Characteristics of Research Respondents
a. Description of respondents' characteristics by gender. Based on the results of a study
conducted on 80 people as respondents, data can be obtained regarding the gender of
the respondents studied as follows.
Table 4.1
Description of Respondents' Characteristics By Gender
No
Gender
Frequency (People)
Presentation (%)
1.
Man
45
56,25%
2.
Woman
35
43,75%
Sum
80
100%
Source: Primary Data Processed, 2022.
Table 4.1 above shows that 45% or 56.25% of male respondents or 56.25% and 35
female respondents or 43.75%. It can be concluded that most of the Parents (Respondents)
at SDIT Ar-Risalah are male as many as 45 people or 56.25%.
b. Description of Respondents' Characteristics By Age
Based on the questionnaire data obtained, it is known that respondents have a variety
of ages. This is seen in the table below.
Saprianto, Ahmad Yamin, Dedi Supriadi / JOSR: Journal of Social Research, 2(1), 175-184
Influence of Market Mix Strategy (Marketing Mix) Towards the Increase in the
Number of New Students of SDIT Ar-Treatise Seteluk
181
Table 4.2
Description of Respondents' Characteristics By Age
No
Age Level
(Year)
Frequency
(People)
Presentation (%)
1.
20-25
10
12,5%
2.
26-29
20
25%
3.
30-39
25
31,25%
4.
40-45
25
31,25%
Sum
80
100%
Source: Primary Data Processed, 2022.
Table 4.2 above shows that from the description of respondents based on age, the most
are those aged 20-25 years as many as 10 people, aged 26-29 years as many as 20 people,
aged 30-39 years as many as 25 people, and aged 40-45 years as many as 25 people. It can
be concluded that the respondents in this study when viewed from the highest number of
ages of most of the Parents (Respondents) at SDIT Ar-Risalah are those aged 30-39 years
totaling 25 people and 40-45 years totaling 25 people as well.
c. Description of Respondents' Characteristics Based on Recent Education
Based on the questionnaire data obtained, it is known that respondents have a variety
of educational levels. This can be seen in the table below.
Table 4.3
Description of Respondents' Characteristics Based on Recent Education
No
Education
Last
Frequency
(People)
Presentation
(%)
1.
SD
10
12,5%
2.
JUNIOR
10
12,5%
3.
SMA
40
50%
4.
D1
0
0%
5.
D2
0
0%
6.
D3
7
8,75%
7.
D4
0
0%
8.
S1
13
16,25%
Sum
80
100%
Source: Primary Data Processed, 2022.
Table 4.3 above shows that from the description of respondents based on their first
education, the most number of respondents were parents of high school graduates as many
as 40 people or 50%.
d. Description of Respondents' Responses to Marketing Mix Variables (X) and
Increased Number of Learners (Y)
1. Description of respondents' responses to the marketing mix variable (X)
The respondents' responses to the Marketing Mix variable (X) are seen in the following
table:
Saprianto, Ahmad Yamin, Dedi Supriadi / JOSR: Journal of Social Research, 2(1), 175-184
Influence of Market Mix Strategy (Marketing Mix) Towards the Increase in the
Number of New Students of SDIT Ar-Treatise Seteluk
182
Table 4.4
Description of respondents' responses to the marketing mix variable (X)
Revelation
Answer Criteria
Total
STS
TS
S
SS
1.
0
11
26
43
80
2.
5
5
36
34
80
3.
1
16
38
25
80
4.
3
10
37
30
80
5.
3
9
32
36
80
6.
4
13
38
25
80
7.
6
15
24
35
80
8.
4
4
35
37
80
9.
0
6
29
45
80
10.
0
8
53
19
80
11.
0
1
47
32
80
12.
0
9
38
33
80
Total
26
107
433
394
960
Source: Primary Data Processed, 2022
Based on table 4.4 above, it is known that out of 80 respondents, the number of
respondents to the Marketing Mix variable (X) in answering the statement submitted a total
score of 433 from the answer agreed, a total score of 394 from the answer strongly agreed,
a total score of 107 from the answer disagreed, and a total score of 26 from the answer
strongly disagreed.
If the answer to the question in the questionnaire is categorized into two, where the
answer strongly disagreed and disagrees is judged as a negative answer, while the answer
agrees and strongly agree is judged as a positive answer, the following results will be
obtained:
Table 4.5
Description of Respondents' Responses Categorized into Positive and Negative
Responses
Components of the
marketing mix
Question
Negative answer
Positive answer
Product
1
11
69
2
10
70
3
17
63
Sum
38
202
Place
4
13
67
5
11
68
6
17
63
Sum
41
198
Price
1
21
59
2
8
72
3
6
74
Sum
35
205
Promotions
1
8
72
2
1
79
3
9
71
Sum
18
222
Source: primary data processed, 2022.
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Influence of Market Mix Strategy (Marketing Mix) Towards the Increase in the
Number of New Students of SDIT Ar-Treatise Seteluk
183
From the table above, the most points that give positive results are the promotion and
price sub variables. This means that the marketing mix strategy used in SDIT Ar-Risalah
is quite good in terms of promotion and price. Meanwhile, products and places are still
biased to be further optimized to increase the role of the marketing mix to increase SDIT
Ar-Risalah students.
The picture is biased into data that will influence the decision-making of foundation
management when determining the priority scale of midwives to be improved and
improved.
2. Description of respondents' responses to the variable increase in the number of
learners (Y)
The responses to the variable Increase in the Number of Learners (Y) are seen in the
following table:
Table 4.6
Description of respondent’s responses to the variable increase in the number of
learners (Y)
Revelation
Answer Criteria
Total
STS
TS
S
SS
1.
0
3
43
34
80
2.
0
0
34
46
80
3.
0
4
33
43
80
4.
0
0
51
29
80
Total
0
7
161
152
320
Source: Primary Data Processed, 2022
Based on table 4.6 above, it is known that the number of respondents to the variable
Increase in the Number of Learners (Y) at SDIT Ar-Risalah School in answering the
statement that the author submitted to 80 Respondents with a total score = 161 answers that
agreed, total score = 152 answers strongly agreed, total score = 7 answers disagreed, total
score = 0 answers strongly disagree.
Based on the results of statistical testing, it can be seen that the Marketing Mix variable
has a positive and significant effect on the Student Increase variable in SDIT Ar-Risalah
Seteluk. This means that the Marketing Mix will always have a positive and significant
effect on the variable of Student Improvement if SDIT Ar-Risalah continues to maintain
and improve the quality of quality and harmony to increase students so that many people
send their children to SDIT Ar-Risalah schools.
The results of this study are relevant to Aditia Fradito's thesis research with the title
Educational Marketing Strategy in Improving the Image of Islamic Educational Institutions
(Multicasus Study at SDI Surya Buana and MIN Malang 2. The purpose is to find out (1)
How are educational services to improve the image? (2) 11 What is the marketing strategy
to improve the image? (3) What is the impact of marketing strategy and its implications for
the image of SDI Surya Buana and MIN Malang 2 schools? The results of the study are:
(1) Educational services at SDI Surya Buana and MIN Malang 2 prioritize efforts to fulfill
customer satisfaction. (2) Marketing strategies in improving the image are carried out,
namely direct, indirect, differentiation, and financing. (3) The impact of marketing
strategies and their implications for imaging at SDI Surya Buana and MIN Malang 2 are a)
high loyalty of users of educational services b) trust from the community or consumers, c)
Saprianto, Ahmad Yamin, Dedi Supriadi / JOSR: Journal of Social Research, 2(1), 175-184
Influence of Market Mix Strategy (Marketing Mix) Towards the Increase in the
Number of New Students of SDIT Ar-Treatise Seteluk
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community support, and d) the establishment of effective and smooth cooperation between
schools and parents (Tantra & Marcelina, 2017).
CONCLUSION
From the results of the data analysis and discussion, the author can conclude that:
The Marketing Mix has a positive and significant effect on the Increase of Students at SDIT
Ar-Risalah Seteluk.
Suggestion
Based on the results of the research that has been carried out, the author provides
the following suggestions:
a. Subsequent researchers are expected to use more accurate data with larger
numbers. The use of more accurate data allows for even better results.
b. Subsequent researchers are expected to use more complete and accurate methods
and test tools so that more valid conclusions are obtained.
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© 2021 by the authors. Submitted for possible open access publication under the
terms and conditions of the Creative Commons Attribution (CC BY SA)
license (https://creativecommons.org/licenses/by-sa/4.0/).
