Aktualisasi Marketing Mix Concept Untuk Menciptakan Superior Customer Value Pada Perguruan Tinggi Islam
DOI:
https://doi.org/10.15642/jkpi.2024.14.2.129-141Keywords:
Bauran Pemasaran Jasa Pendidikan, Superior Customer ValueAbstract
Satuan pendidikan pada seluruh jenjang pendidikan dalam penyelenggaraannya diatur oleh standar pendidikan yang berlaku di daerah tersebut, di Indonesia standar nasional pendidikan menjadi acuan standar mutu pendidikan berskala nasional. Salah satu standar pendidikan yakni, standar pengelolaan pendidikan termasuk diantaranya pemasaran satuan pendidikan di masyarakat. Penelitian ini bertujuan untuk mendeskripsikan konsep dari bauran pemasaran oleh satuan pendidikan perguruan tinggi islam untuk menciptakan superior customer value bagi masyarakat. Marketing mix atau bauran pemasaran menjadi langkah penting yang harus dilakukan oleh satuan pendidikan, terdapat 7 aspek dalam bauran pemasaran diantaranya; product, place, price, process, promotion, people, phyisical evindence. Penelitian ini dilaksanakan dengan metode literature review, peneliti mengkaji dan mengananalisis 20 referensi terakhir (2015-2024) yang relevan dengan objek kajian penelitian. Hasil penelitian menunjukkan bahwa aktualisasi marketing mix pada perguruan tinggi islam di Indonesia terus mengalami perkembangan pesat ditinjau dari laporan jumlah perguruan tinggi yang terus mengalami peningkatan 0,37% , data pada tahun 2016 terakhir terdapat 699 perguruan tinggi islam dan hari ini pada tahun 2024 terdapat 964 perguruan tinggi. Peningkatan jumlah satuan pendidikan dipengaruhi oleh konsep marketing mix tiap lembaga yang memberikan dampak positif terhadap pendiidkan islam di Indonesia.
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