Analisis Diferensiasi Produk dan Citra Sekolah sebagai Keunggulan Bersaing: Implementasi 7P di SMP Islam Unggulan
DOI:
https://doi.org/10.26594/dirasat.v11i2.6317Keywords:
Diferensiasi Produk, Citra Sekolah, Bauran Pemasaran 7P, Keunggulan Bersaing, Product Differentiation, School Image, 7P Marketing Mix, Competitive AdvantageAbstract
Penelitian ini bertujuan menganalisis strategi diferensiasi produk dan citra sekolah sebagai keunggulan bersaing SMP DU 1 Unggulan Peterongan Jombang melalui implementasi bauran pemasaran 7P (Product, Price, Place, Promotion, People, Process, Physical Evidence). Metode penelitian menggunakan pendekatan kualitatif studi kasus dengan teknik pengumpulan data melalui wawancara mendalam, observasi partisipatif, dan analisis dokumen. Hasil penelitian menunjukkan bahwa sekolah berhasil menciptakan diferensiasi unik melalui integrasi kurikulum nasional, program Tahfiz, dan pendekatan STEM, serta membangun citra holistik berbasis nilai-nilai pesantren yang diperkuat oleh media sosial, peran alumni, dan kepemimpinan transformasional. Dampak strategi 7P tercermin dari peningkatan jumlah pendaftar sebesar 25%, prestasi akademik, dan pengakuan sebagai sekolah percontohan. Kesimpulan penelitian mengungkap bahwa integrasi nilai lokal dengan kerangka pemasaran modern mampu menciptakan keunggulan bersaing berkelanjutan, sekaligus menawarkan model bagi lembaga pendidikan berbasis agama dalam menghadapi persaingan di era disrupsi.
This study aims to analyze the product differentiation strategy and school image as competitive advantages of SMP DU 1 Unggulan Peterongan Jombang through the implementation of the 7P marketing mix (Product, Price, Place, Promotion, People, Process, Physical Evidence). The research method uses a qualitative case study approach with data collection techniques through in-depth interviews, participatory observation, and document analysis. The results of the study indicate that the school has successfully created unique differentiation through the integration of the national curriculum, the Tahfiz program, and the STEM approach, as well as building a holistic image based on pesantren values, reinforced by social media, the role of alumni, and transformational leadership. The impact of the 7P strategy is reflected in a 25% increase in the number of applicants, academic achievements, and recognition as a model school. The study's conclusion reveals that integrating local values with a modern marketing framework can create sustainable competitive advantage while offering a model for religious-based educational institutions to navigate competition in the era of disruption.
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