Strategi Pelayanan Publik dalam Manajemen Pemasaran Pendidikan

Abstract

This library research aims to analyze the transformation of public service as a core marketing strategy for private madrasahs operating in agrarian-religious areas. Facing fierce competition from public schools and limited conventional promotion budgets in rural Pangandaran, MA Al Furqon Cimerak is compelled to adopt a relational strategy. This descriptive qualitative study employs Content Analysis on academic literature and the institution's digital secondary data (website, social media) to validate the Service-as-Core-Marketing model. The analysis reveals that MA Al Furqon's key strategies center on integrating: (1) Empathy-based Service (Human Touch), where teachers act as both spiritual and educational consultants, and (2) Digital Transparency to build Trust and Digital Accountability. This approach implements Relationship Marketing (Grönroos), effectively converting service satisfaction into organic WOM (Word of Mouth) Marketing. Furthermore, Islamic Service Quality is utilized as the Unique Selling Proposition (USP) to instill unconditional trust in the communal society. In conclusion, humanist and local-religious value-based public service offers a sustainable competitive advantage and is the most relevant marketing model for madrasahs in rural areas.