Implementation of Marketing Mix (4P) as an Educational Marketing Strategy in SMK Muhammadiyah

Abstract

This study aims to analyze the marketing mix (4P)-based educational marketing strategy at Muhammadiyah Sekampung Vocational High School, East Lampung, and its implications for student interest in choosing a school. The study used a qualitative approach with a case study type. Research informants included the Deputy Head of Curriculum, Head of Expertise Program, Promotion Team, students, and alumni. Data were collected through in-depth interviews, observation, and documentation, then analyzed using the Miles & Huberman model through the stages of data reduction, data presentation, and drawing conclusions. The results of the study indicate that the educational marketing strategy includes: (1) products in the form of productive learning that emphasizes practice in laboratories, studios, and Field Work Practice (PKL) activities; (2) prices in the form of affordable education fees, with scholarship schemes and fee waivers for orphaned students; (3) places in the form of strategic locations and modern school facilities that also serve as promotional tools; and (4) promotions through a combination of direct visits to junior high schools/Islamic junior high schools and digital social media. This study contributes theoretically in expanding the study of educational marketing based on Kotler's marketing mix in the context of private vocational schools in the region, and practically provides recommendations for more innovative and competitive marketing strategies.