Product Differentiation Strategy of Educational Services in Attracting Prospective New Students
Keywords:
Differentiation Strategy, Educational Service Products, Educational Marketing, Madrasah Aliyah, New Student InterestAbstract
This study aims to analyze the product differentiation strategy of educational services implemented by MAS YBH Cimindi to attract prospective students. The research is grounded in the phenomenon of declining student enrollment over recent years, which is suspected to be due to suboptimal marketing strategies-particularly the lack of distinctive competitive advantages. Inadequate promotional efforts, the absence of structured flagship programs, and the lack of a unique institutional identity are considered contributing factors to the decreasing public interest. This research employs a descriptive qualitative approach, utilizing semi-structured interviews, direct observation, and documentation as data collection techniques. Data analysis was conducted using Miles and Huberman's interactive model. Philip Kotler's theory of product differentiation in educational services served as the analytical framework, encompassing nine key indicators: form, features, performance quality, conformance quality, durability, reliability, repairability, style, and design. The findings reveal that while internal initiatives-such as a tahfidz class and computer skills training-have been launched, they have yet to be integrated into a formal institutional strategy. The absence of a clear positioning and limited promotional efforts have hindered MAS YBH Cimindi from establishing a unique perception among the public. Nevertheless, the potential for developing a differentiation strategy remains high, considering the lack of direct competitors in the Islamic senior high school (madrasah aliyah) category within the region. This study recommends that the institution formulate a well-directed and collaborative differentiation strategy to enhance its competitiveness.
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