PROPOSED MARKETING STRATEGY TO INCREASE STUDENT ENROLLMENT RATE FOR ISLAMIC BOARDING SCHOOLS (CASE STUDY OF ANNIDA ISLAMIC BOARDING SCHOOL)

• Main Author: Irfan Mubarok, Fawaz
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/87178
• Institution: Institut Teknologi Bandung

Annida Islamic Boarding School faces challenges in increasing student enrollment despite the growing demand for quality Islamic education in Indonesia. This study aims to analyze the external and internal factors that influence the competitiveness and decision-making processes of prospective students and propose suitable marketing strategies to achieve the target of 50 new student enrollments per year starting in the 2025 academic year. The research adopts a mixed-method approach, utilizing primary data from questionnaires and interviews with stakeholders, combined with secondary data from literature reviews. The study incorporates PESTEL Analysis, Porter’s Five Forces, Competitor Analysis, and Customer Analysis for external evaluation. For internal analysis, tools such as STP (Segmentation, Targeting, Positioning), Value Chain Analysis, VRIO Framework, and the Marketing Mix 7P were applied to identify strengths, weaknesses, opportunities, and threats. Findings are synthesized using the SWOT Analysis and the TOWS Matrix to develop actionable strategies. The results show that the key factors influencing student decision-making include process, promotion and physical evidence. Annida's strengths, such as its unique foreign language program, thematic studies, adequate facilities are underutilized due to limited marketing visibility. External opportunities, including the rapid digitalization of education and the growing demand for Islamic-based education, can be leveraged through targeted digital marketing strategies. Key recommendations include implementing an integrated digital communication strategy, strengthening partnerships, and enhancing promotional activities to differentiate Annida in a competitive market. The implementation of an integrated communication system and focus on developing a strong brand position will help differentiate Annida from competitors and increase its visibility among prospective students and their families. This research contributes to the Islamic education marketing literature by highlighting the importance of the 7P Marketing Mix and modern branding strategies in improving institutional performance.