Marketing Strategy Analysis for Increasing New Student Enrollment at SMP Islam Teknologi Informatika Harapan Ciseeng, Bogor Regency
DOI:
https://doi.org/10.55606/jupiman.v5i2.6949Keywords:
7P Marketing Mix, Educational Marketing, IFAS-EFAS, Marketing Strategy, STPAbstract
This study analyzes the marketing strategy used to increase new student enrollment at SMP Islam Teknologi Informatika Harapan Ciseeng, Bogor Regency. The study was motivated by a continuous decline in enrollment against an annual target of 200 students: 70 students (35%) in 2022-2023, 67 (34%) in 2023-2024, and 57 (29%) in 2024-2025. A qualitative case-study design was employed with 14 purposively selected informants consisting of school leaders, the new-student admission committee, education/administrative staff, parents, and students. Data were collected through in-depth interviews, observation, and documentation. Analysis integrated Segmenting, Targeting, and Positioning (STP), the 7P service marketing mix, and SWOT supported by IFAS and EFAS. The findings show that the school targets families seeking affordable Islamic education and positions itself through tahfidz and Islamic character formation. IFAS produced Strength 2.34 and Weakness 0.92, while EFAS produced Opportunity 2.06 and Threat 1.16, giving SWOT coordinates (1.42, 0.90) in Quadrant I. A growth-oriented Strength-Opportunity strategy is recommended through stronger tahfidz branding, systematic digital promotion, alumni and parent advocacy, extracurricular development, and gradual facility improvement.
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