REVITALISASI KONSEP 7P DALAM PEMASARAN JASA PENDIDIKAN: STUDI LAPANGAN DI INSTITUSI MANAJEMEN PENDIDIKAN ISLAM
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Abstract
Abstrak
Penelitian ini mengeksplorasi penerapan konsep 7P dalam pemasaran jasa pendidikan di institusi manajemen pendidikan Islam. Metode kualitatif digunakan untuk memahami tantangan dan peluang yang dihadapi dalam implementasi elemen-elemen seperti produk, harga, tempat, promosi, orang, proses, dan bukti fisik. Hasil penelitian menunjukkan bahwa inovasi dalam program studi, digitalisasi proses pendidikan, dan penggunaan teknologi dalam promosi merupakan strategi kunci untuk meningkatkan daya saing institusi. Namun, tantangan seperti keterbatasan sumber daya manusia dan adopsi teknologi yang belum optimal masih menghambat efektivitas penerapan 7P. Studi ini juga menekankan pentingnya co-creation of value antara siswa dan institusi, serta perlunya penguatan kolaborasi dengan komunitas dan sektor industri. Penelitian ini memberikan kontribusi teoretis dan praktis dalam memperbaiki strategi pemasaran jasa pendidikan di institusi berbasis Islam.
Kata Kunci: Pemasaran Jasa Pendidikan, Konsep 7P.
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Abstract
This study explores the implementation of the 7P concept in educational service marketing within Islamic educational management institutions. A qualitative approach was employed to identify challenges and opportunities associated with elements such as product, price, place, promotion, people, process, and physical evidence. The findings indicate that innovation in academic programs, digitalization of educational processes, and the integration of technology in promotions are critical strategies for enhancing institutional competitiveness. However, challenges like limited human resources and suboptimal technological adoption hinder the effectiveness of 7P application. The study also highlights the importance of co-creation of value between students and institutions, as well as the need for strengthening collaboration with communities and the industrial sector. This research provides theoretical and practical contributions to improving educational service marketing strategies in Islamic-based institutions.
Keywords: Educational Service Marketing, 7P concept.
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