Using Marketing Mix and Brand Image As Marketing Strategy for Islamic Educational Institutions
Abstract
This article discusses the effectiveness of using a combination of the marketing mix and brand image as a marketing strategy for educational services at Islamic educational institutions. The strategy is motivated by efforts to create quality and competitive Islamic educational institutions. Considering the current globalization, people as consumers of education are being very selective in choosing educational institutions for their children. Effective marketing of educational services creates conducive and stable marketing conditions and has a positive impact on all the parties involved. Applying the marketing mix and brand image as a marketing strategy for educational services is expected to increase public interest and thereby increase the number of students. Therefore, a systematic literature review was done. Based on the results from several Islamic educational institutions, it was proved that the application of marketing mix and brand image has an impact on the beliefs and interests of the community, especially the Muslim community, both with traditional and modern backgrounds as the targeted consumers of the Islamic educational services.
Keywords: marketing mix, brand image, marketing strategy, education services
References
[1] Waluyo SEY. Analisa pengaruh lokasi, biaya dan kualitas pendidikan terhadap minat siswa memilih sekolah SMA Muhammadiyah 2 Mojosari di Mojokerto. JEBDEER Jurnal Entrepreneurship Bussines Development Economic Education Research. 2018;1(2):49–58. https://doi.org/10.32616/jbr.v1i2.69
[2] Dwiyama F. Brand image: Upaya memasarkan pendidikan bagi lembaga yang kurang mampu bersaing. Adaara Jurnal Manajemen Pendidikan Islam. 2019;9(2):880–891. https://doi.org/10.35673/ajmpi.v9i2.424
[3] Labaso S. Penerapan marketing mix sebagai strategi pemasaran jasa pendidikan di MAN 1 Yogyakarta. Management Jurnal Manajemen Pendidikan Islam. 2019;3(2):289–311. https://doi.org/10.14421/manageria.2018.32-05
[4] Andriyanto L, Syamsiar S, Widowati I. Analisis pengaruh bauran pemasaran (marketing mix 7-p) terhadap keputusan pembelian di thiwul ayu mbok sum. Jurnal Dinamika Sosial Ekonomi. 2020;20(1):26. https://doi.org/10.31315/jdse.v20i1.3248
[5] Sunariani NN. Marketing mix dan akreditasi terhadap keputusan memilih. Jurnal Ilmu Manajemen Bisnis. 2017;2(2):368–377.
[6] Sarifudin S, Maya R. Implementasi manajemen pemasaran jasa pendidikan dalam meningkatkan kepuasan pelanggan di madrasah aliyah terpadu (mat) darul fallah bogor. Islamic Management: Jurnal Manajemen Pendidikan Islam. 2019;2(2):133-142. https://doi.org/10.30868/im.v2i02.513
[7] Morgan NA, Katsikeas CS, Vorhies DW. Export marketing strategy implementation, export marketing capabilities, and export venture performance. Journal of the Academy of Marketing Science. 2012;40(2):271–289. https://doi.org/10.1007/s11747- 011-0275-0
[8] Khasanah A. Pemasaran jasa pendidikan sebagai strategi peningkatan mutu di sd alam baturraden. el-Tarbawi. 2015;8(2):161–176. https://doi.org/10.20885/tarbawi.vol8.iss2.art4
[9] Kustian E, Abdurakhman O, Firmansyah W. Strategi pemasaran jasa pendidikan dalam meningkatkan kuantitas siswa. Tadbir Muwahhid. 2018;2(2):87-93. https://doi.org/10.30997/jtm.v2i2.1176
[10] Sari RM, Afriani S, Irwanto T. The effect of brand image and mix marketing on customer loyality in Pt. Sungai budi group bengkulu. BIMA Jurnal (Business, Management Accounting Journal). 2020;1(1):1–9. https://doi.org/10.37638/bima.1.1.1-9
[11] Kwok L, Tang Y, Yu B. The 7 Ps marketing mix of home-sharing services: Mining travelers’ online reviews on Airbnb. International Jurnal Hospital Management. 2020;90:102616. https://doi.org/10.1016/j.ijhm.2020.102616. 1-12
[12] Sudhana P, Lukmandono L, Prabowo R. Pengaruh marketing mix terhadap impulse buying dengan niche market sebagai moderasi pada industri jasa pendidikan. Indonesian Inovasi Jurnal Teknologi Industri. 2019;8(1):38–44. https://doi.org/10.36040/industri.v8i1.673
[13] Rahman FY, Yuliati LN, Simanjuntak M. The influence of marketing mix and word of mouth towards brand image and usage of online bike usage. Indonesian Jurnal Business Entrepeneurship. 2019;5(3):287–298. https://doi.org/10.17358/ijbe.5.3.287
[14] Wichmann JRK, Uppal A, Sharma A, Dekimpe MG. A global perspective on the marketing mix across time and space. International Journal of Research in Marketing. 2021. https://doi.org/10.1016/j.ijresmar.2021.09.001
[15] Balmer JMT, Lin Z, Chen W, He X. The role of corporate brand image for B2B relationships of logistics service providers in China. Jurnal Business Research. 2020;117:850–861. https://doi.org/10.1016/j.jbusres.2020.03.043
[16] Kato T, Tsuda K. A management method of the corporate brand image based on customers’ perception. Procedia Computer Science. 2018;126:1368–1377. https://doi.org/10.1016/j.procS.2018.08.088
[17] Agmeka F, Wathoni RN, Santoso AS. The influence of discount framing towards brand reputation and brand image on purchase intention and actual behaviour in e-commerce. Procedia Computer Science. 2019;161:851–858. https://doi.org/10.1016/j.procs.2019.11.192
[18] Kato T. Factors of loyalty across corporate brand images, products, dealers, sales staff, and after-sales services in the automotive industry Procedia Computer Science. 2019;192:1411–1421. https://doi.org/10.1016/j.procs.2021.08.144