ANALYSIS OF MARKETING MANAGEMENT IN PARENTS’ DECISION MAKING IN CHOOSING AN EDUCATIONAL INSTITUTION AT MTs NEGERI 2 MAGELANG

Abstract

Marketing management in the field of education plays an important role in influencing parents’ decisionmaking when choosing educational institutions for their children. This study aims to analyze the role of marketing management in parents’ decision making processes in selecting MTs Negeri 2 Magelang as an educational institution. The analysis focuses on factors influencing parents’ decisions, including academic quality, religious and moral education, institutional image and reputation, educational facilities, and affordability.  The study employs a descriptive qualitative approach, with data collected through observation, in depth interviews, and documentation. The findings indicate that the Head of the Madrasah implements an integrated service marketing mix strategy (7P), encompassing product, price, place, promotion, people, process, and physical evidence. This strategy is realized through the development of Islamic based educational services integrated with the national curriculum, the establishment of affordable educational costs supported by scholarship programs, communicative and transparent promotional activities, enhancement of human resource quality, systematic management of learning processes and administrative services, and the provision of adequate educational facilities and infrastructure. Parents’ decisions are influenced by academic quality, religious education and character formation, institutional image and reputation, availability of facilities, and cost affordability. Effective marketing management, supported by transparent communication and strong relationships with parents, the community, and alumni, contributes significantly to increasing parents’ trust and interest, enabling MTs Negeri 2 Magelang to position itself as a competitive and trustworthy educational institution.