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A qualitative case study uses observations, interviews with the Principal, Public Relations, and teachers, and document analysis. Findings highlight innovations including strong branding, social media utilization, partnerships, special events, testimonials, and financing rewards that improved enrollment to 90% of the 2025/2026 quota, despite a 2024/2025 decline from suboptimal promotion. Competition with new private schools is a key challenge.",{"@graph":69,"@context":122},[70,84,105],{"@type":71,"itemListElement":72},"BreadcrumbList",[73,77,79,82],{"item":74,"name":75,"@type":76,"position":8},"https://docshare.wps.com","Home","ListItem",{"item":78,"name":9,"@type":76,"position":14},"https://docshare.wps.com/document/",{"item":80,"name":40,"@type":76,"position":81},"https://docshare.wps.com/document/research-report/",3,{"item":83,"name":65,"@type":76,"position":19},"https://docshare.wps.com/document/marketing-innovation-of-educational-services-through-ppdb-indent-mi-muhammadiyah-special-program-kartasura/204369/",{"url":83,"name":65,"@type":85,"image":86,"author":91,"headline":65,"publisher":94,"fileFormat":97,"inLanguage":63,"description":67,"dateModified":98,"datePublished":99,"encodingFormat":97,"isAccessibleForFree":100,"interactionStatistic":101},"DigitalDocument",{"url":87,"@type":88,"width":89,"height":90},"https://docshare.wps.com/thumbnails/marketing-innovation-of-educational-services-through-ppdb-indent-mi-muhammadiyah-special-program-kartasura/204369.png","ImageObject",300,407,{"name":92,"@type":93},"Berry Peter","Person",{"url":74,"name":95,"@type":96},"DocShare","Organization","application/pdf","2026-10-18","2026-09-05",true,{"@type":102,"interactionType":103,"userInteractionCount":44},"InteractionCounter",{"@type":104},"ViewAction",{"@type":106,"mainEntity":107},"FAQPage",[108,114,118],{"name":109,"@type":110,"acceptedAnswer":111},"What is the PPDB Indent program analyzed in the study?","Question",{"text":112,"@type":113},"PPDB Indent is an admissions innovation where prospective students register long before the school year begins, giving schools time for selection and preparation.","Answer",{"name":115,"@type":110,"acceptedAnswer":116},"Which marketing innovations are reported as improving enrollment results?",{"text":117,"@type":113},"The study reports strong branding, social media use, partnerships, special events, testimonials, and financing rewards as key innovations.",{"name":119,"@type":110,"acceptedAnswer":120},"Why did enrollment drop in 2024/2025 despite the program’s success later?",{"text":121,"@type":113},"Participation fell in 2024/2025 due to suboptimal promotion and limited teacher engagement, alongside ongoing competition with new private schools.","https://schema.org",{"og:url":83,"og:type":124,"og:title":65,"og:site_name":95,"og:description":67},"article",{"robots":126,"canonical":83},"index,follow",{"doc_id":128,"site_id":62},204369,1788572730,{"code":4,"msg":5,"data":131},{"doc_id":128,"user_id":132,"nickname":92,"user_avatar":133,"doc_module":4,"category_id":39,"category_name":40,"doc_title":65,"doc_description":67,"doc_content":134,"file_id":135,"file_url":136,"file_type":137,"file_size":138,"view_count":44,"is_deleted":4,"is_public":8,"is_downloadable":8,"audit_status":8,"page_count":139,"language":140,"language_code":63,"site_id":62,"html_lang":63,"table_of_contents":141,"faqs":142,"seo_title":143,"seo_description":67,"update_tm":129,"read_time":144,"preview_page_count":4},1374402524268,"https://ap-avatar.wpscdn.com/davatar_3d24733baf745e90a7e4bdd5f77d97b2","Date Received  \nDate Revised  \nDate Accepted  \nDate Published  \n: June 2025  \n: June 2025  \n: June 2025  \n: July 2025  \nMARKETING INNOVATION OF EDUCATIONAL SERVICES THROUGH PPDB INDENT MI MUHAMMADIYAH SPECIAL PROGRAM KARTASURA  \nRaidah Sekar Harani  \nUIN Raden Mas Said Surakarta, Indonesia ([sekarharanii@gmail.com](sekarharanii@gmail.com))  \nMohamad RahmawanArifin  \nUIN Raden Mas Said Surakarta, Indonesia ([mrahmawanarifin@gmail.com](mrahmawanarifin@gmail.com))  \nFitri Wulandari  \nUIN Raden Mas Said Surakarta, Indonesia ([fitri.wulandari@iain-surakarta.ac.id](fitri.wulandari@iain-surakarta.ac.id))  \nPenelitian ini menganalisis inovasi pemasaran jasa pendidikan dalam PPDB Indent di MI Muhammadiyah Program Khusus Kartasura. Metode kualitatif studi kasus digunakan dengan pengumpulan data melalui observasi, wawancara (Kepala Sekolah, Humas, dan guru), serta analisis dokumen. Temuan menunjukkan inovasi pemasaran seperti branding kuat, pemanfaatan media sosial, kemitraan, event khusus, testimoni, dan reward pembiayaan berhasil meningkatkan pendaftaran hingga 90% kuota (2025/2026), meski sempat turun di 2024/2025 karena promosi kurang optimal. Tantangan utama adalah persaingan dengan sekolah swasta baru. Simpulan penelitian menegaskan bahwa integrasi pemasaran jasa dan manajemen pendidikan dapat meningkatkan daya saing institusi.  \nKata Kunci: ABSTRACT  \nKeywords: ABSTRACTS  \nThis study examines the marketing innovation of educational services in the Indent New Learner Admission Programme (PPDB) at MI Muhammadiyah PK Kartasura using a qualitative descriptive case study approach. Data was collected through observations, interviews, and document analysis, involving the Principal, Public Relations Department, and teachers. Key innovations included strong branding, social media use, partnerships, special events, testimonials, and financing rewards. The programme successfully achieved 90% of its quota for the 2025/2026 academic year, though participation dropped in 2024/2025 due to suboptimal promotion and teacher engagement. Challenges included ineffective marketing and competition with new private schools. The study concludes that integrating service marketing and education management in PPDB Indent enhances institutional competitiveness, recommending improved promotional strategies and teacher involvement  \nA. INTRODUCTION  \nPrivate educational institutions, in a competitive landscape, are required to continue to innovate in various aspects, including marketing. Marketing innovation is crucial to attract prospective students and maintain the existence of the institution (Prieto-Sandoval et al., 2022) . Creative and adaptive marketing strategies enable educational institutions to highlight their strengths and reach target audiences effectively. In this digital era, marketing innovation is not only limited to conventional methods, but also reaches online platforms and social media (Fazel and Sayaf 2025) . By utilizing technology and understanding consumer behavior, private educational institutions can increase visibility, build a positive image, and ultimately increase the number of applicants.  \nThe PPDB Indent program is a form of innovation in accepting new students, where prospective students register long before the school year begins (Nurkarim and Muin 2023) . With the aim of providing sufficient time for schools to conduct thorough selection and preparation. This innovation not only simplifies the registration process, but also allows schools to focus more on assessing the potential and needs of each student, so that they can create a more optimal learning environment (Alfeld and Bhattacharya 2012). This can also provide certainty for schools in planning the capacity and resources needed (Skhosana et al., 2023) .  \nPPDB Indent also provides benefits for parents, such as ease in financial planning and children's education. This program is not just an initial registration mechanism, but also a strategy to build loyalty and trust in ","cbCait8JD2N9Er4O","https://ap.wps.com/l/cbCait8JD2N9Er4O","pdf",466157,14,"English","# Introduction\n## Marketing innovation in private education\n## PPDB Indent as an admission innovation\n## Benefits for parents and institutional planning\n## Early recruitment and competitiveness","[{\"question\":\"What is the PPDB Indent program analyzed in the study?\",\"answer\":\"PPDB Indent is an admissions innovation where prospective students register long before the school year begins, giving schools time for selection and preparation.\"},{\"question\":\"Which marketing innovations are reported as improving enrollment results?\",\"answer\":\"The study reports strong branding, social media use, partnerships, special events, testimonials, and financing rewards as key innovations.\"},{\"question\":\"Why did enrollment drop in 2024/2025 despite the program’s success later?\",\"answer\":\"Participation fell in 2024/2025 due to suboptimal promotion and limited teacher engagement, alongside ongoing competition with new private schools.\"}]","MARKETING INNOVATION OF EDUCATIONAL SERVICES THROUGH PPDB INDENT MI MUHAMMADIYAH SPECIAL PROGRAM KARTASURA | PDF",35]