Evaluating the Effectiveness of Marketing Mix Strategies in Enhancing Educational Service Competitiveness: A Follow-Up Study at CLA Baitul Hikmah Bandung
DOI:
https://doi.org/10.5281/zenodo.20762625Keywords:
Marketing mix, educational services, competitiveness, marketing strategy, educational institution.Abstract
This study aims to analyze the effectiveness of marketing mix strategies in improving the competitiveness of educational services at CLA Baitul Hikmah Bandung. A qualitative descriptive approach was employed, with data collected through observation, interviews, and document analysis. The data were analyzed inductively to understand educational marketing practices in their natural setting. The findings reveal that the implementation of the marketing mix consisting of product, price, place, promotion, people, physical evidence, and process plays an important role in enhancing institutional image, customer satisfaction, and student enrollment. Product strategies based on academic excellence and Islamic values, supported by active digital promotion, competent human resources, and adequate facilities, significantly increase public trust. In addition, effective communication with parents and varied learning processes further strengthen student loyalty. Therefore, marketing mix strategies contribute significantly to improving the competitiveness of educational institutions in a competitive environment.
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