Education Marketing Management: Strategy for Improving Customer Loyalty in Cilegon Private Vocational School
DOI:
https://doi.org/10.32678/tarbawi.v6i02.2730
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Kata Kunci:
Customers, Education, Loyalty, Management, Marketing, StrategyAbstrak
Educational institutions, especially private schools, are important for marketing in a professional manner, including applying the principles of educational marketing management or planning educational marketing strategies to meet the needs and desires of local, national, and international communities. This study aims to determine the marketing of education at SMP Islam Al Azhar 27 and SMP YPWKS, customer loyalty in schools, and its impact on increasing customer loyalty. This research uses a qualitative approach to the type of case study research. The results of the research are explaining that the marketing of education at SMP Islam Al Azhar 27 and SMP YPWKS has been carried out, as evidenced by the existence of cost planning activities, marketing strategies, organized by the principal, implementation of marketing by all school members, school promotion activities, distribution of brochures. and regular supervision by the principal and committee. As well as targeting, positioning, differentiation, and marketing mix elements in their marketing strategy. The customer loyalty of SMP Islam Al Azhar 27 and SMP YPWKS has been good, as evidenced by customer satisfaction with school services and supporting school activities, and also recommending schools to the community outside the school. Educational marketing management activities carried out by SMP Islam Al Azhar 27 and SMP YPWKS have a positive impact on increasing customer loyalty in schools. However, because marketing or promotional activities have not been maximal, schools have not attracted many new customers to the school
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