MARKETING MIX MODEL ISLAMIC VALUES AS A MARKETING STRATEGY - AT MAN 1 MUSI BANYUASIN

Sep 4, 2026

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This study analyzes the implementation of the Mix Marketing Model as a marketing strategy at MAN 1 Musi Banyuasin to increase the interest of prospective students. Using a qualitative descriptive case study conducted over six months (August 2024–January 2025) with in-depth interviews, observation, and documentation, the research finds that the model—by developing diverse, quality, and unique educational products—substantially raises registrants from 182 (2021/2022) to 520 (2024/2025). Key differentiators include humanist madrasah values, PPDB roadshows, the Mansamuba Festival, and 24 extracurricular activities. A holistic stakeholder approach and continuous evaluation help align offerings with user needs and expectations while strengthening the school’s image and global-era competitiveness through integration of Islamic values.

LanguageEnglish

CategoryResearch & Report

FormatPDF

Pages9

Reading Time23 min

AccessFree to download

Introduction

Globalization and educational competition

School marketing as image building and student attraction

Need for quality products, services, and differentiated marketing

Research focus: Mix Marketing strategy at MAN 1 Musi Banyuasin

MARKETING MIX MODEL ISLAMIC VALUES AS A MARKETING STRATEGY AT MAN 1 MUSI BANYUASIN Adhelmi Universitas Islam Negeri Raden Fatah Palembang [adhelmi_uin@radenfatah.ac.id](adhelmi_uin@radenfatah.ac.id) Yuniar Universitas Islam Negeri Raden Fatah Palembang [yuniar_uin@radenfatah.ac.id](yuniar_uin@radenfatah.ac.id) Mardiah Astuti Universitas Islam Negeri Raden Fatah Palembang [mardiahastuti_uin@radenfatah.ac.id](mardiahastuti_uin@radenfatah.ac.id) Destiani Rahmawati Institut Asy-Syukriyyah Tangerang [destiani.rahmawati@asy-syukriyyah.ac.id](destiani.rahmawati@asy-syukriyyah.ac.id) Abstract: This study analyzes the implementation of the Mix Marketing Model as a marketing strategy at MAN 1 Musi Banyuasin to increase the interest of prospective students. Using a qualitative method with a descriptive approach and case studies, the study was conducted for 6 months (August 2024-January 2025) with data collection through in-depth interviews, observations, and documentation. The results of the study indicate that the implementation of the Mix Marketing Model with a focus on developing diverse, quality, and unique educational products has succeeded in significantly increasing the number of registrants from 182 (2021/2022) to 520 (2024/2025). Leading programs such as the humanist madrasah velue, PPDB roadshow, Mansamuba Festival, and 24 extracurricular activities are the main differentiations of the madrasah. A comprehensive approach involving all stakeholders and continuous evaluation produces educational products that are in accordance with the needs and expectations of users. The implementation of the Mix Marketing Model has proven effective in building a positive image and increasing the competitiveness of madrasahs in the era of globalization. madrasah effectively aligns its offerings with the needs of the local community while integrating Islamic values. Keywords: Marketing mix, Marketing strategy, increasing interest, Islamic INTRODUCTION Globalization has created a competitive climate that touches various aspects of life, including the world of education.1 Although educational institutions are not included in profit institutions, their management cannot be done traditionally but rather requires special skills so 1 Sony Eko Adisaputro,“Pengembangan Sumber Daya Manusia Di Era Milenial Membentuk Manusia Bermartabat,” J-KIs: Jurnal Komunikasi Islam 1, no. 1 (2020): 1–27, [https://doi.org/10.53429/j-kis.v1i1.118](https://doi.org/10.53429/j-kis.v1i1.118) . that educational output has high competitiveness at the global level. The paradigm in viewing education has begun to shift, from what was initially seen as a social aspect, now it is seen as a corporate.2 Education is an investment that provides social and personal benefits, making the nation dignified and its individuals human beings with dignity.3 Schools as educational institutions are required to be able to market themselves in order to maintain their existence, because no matter how good a school is, if it is not marketed optimally, it will have an impact on the small number of students and the school will not be known among the community. Marketing is something that must be carried out by schools, in addition to introducing, marketing in educational institutions functions to form a good image and attract the interest of prospective students. Efforts to improve the quality of education are not easy. 4 It is necessary to formulate thoughts about things to be improved, choose parts that customers need, and produce superior activity products. A positive image is a valuable asset in the market and basic capital in influencing customer expectations.5 Creating a good image can be done by influencing customer needs and expectations to match the products and services available at the school.6 Thus, prospective students are more interested in entering the school. Therefore, schools must strive to produce quality products, satisfactory services, and be

FAQs

What problem does the study address at MAN 1 Musi Banyuasin?

The study addresses declining student interest caused by limited information about the school’s advantages and achievements and increased competition from other institutions offering attractive programs and facilities.

What method and study period were used?

The research uses a qualitative descriptive approach with case study design, conducted for six months from August 2024 to January 2025 using in-depth interviews, observations, and documentation.

How did the Mix Marketing Model affect student registrant numbers?

It significantly increased registrants from 182 in 2021/2022 to 520 in 2024/2025 by developing diverse, quality, and unique educational products.

What differentiating programs support the marketing strategy?

The strategy is differentiated through humanist madrasah values, PPDB roadshow activities, the Mansamuba Festival, and 24 extracurricular activities, supported by stakeholder involvement and continuous evaluation.

Sep 4, 2026

Upload by Finn