ANALISIS STRATEGI PROMOSI DAN KEPUASAN ORANG TUA UNTUK MENINGKATKAN JUMLAH PESERA DIDIK DI MADRASAH IBTIDAIYAH DARUSSALAM KECAMATAN NATAR KABUPATEN LAMPUNG SELATAN

Abstract

This study aims to analyse the promotional strategies implemented by Madrasah Ibtidaiyah Darussalam to boost parental interest and satisfaction, as well as to identify the supporting and inhibiting factors influencing parental satisfaction in choosing this madrasah for their children's education. The research focuses on analysing promotional strategies and the level of parental satisfaction regarding the increase in student enrolment at Madrasah Ibtidaiyah Darussalam in Natar District. A qualitative approach was employed, utilising data collection techniques such as in-depth interviews, observation, and documentation. Interviews were conducted with informants including the madrasah principal, teaching staff, parents, and stakeholders involved in the madrasah's educational policies. The collected data underwent thematic analysis to identify factors influencing promotional strategies and parental satisfaction, as well as the supporting and inhibiting factors affecting student enrolment growth. Data analysis involved thematic analysis and source triangulation to ensure data credibility, alongside a descriptive approach to illustrate the existing situation and the relationships between the variables under study. The results indicate that the promotional strategies implemented by Madrasah Ibtidaiyah Darussalam are effective in increasing parental interest through the use of social media, direct promotional activities (such as open houses and seminars), and the utilisation of testimonials from parents and alumni. Parental satisfaction with the madrasah's services is high, particularly regarding the quality of education—which prioritises both academics and character—effective communication between the madrasah and parents, and adequate facilities. Supporting factors contributing to the success of promotional strategies and parental satisfaction include educational quality, good communication, and supportive facilities. However, inhibiting factors exist, such as budget limitations for promotion and facilities, as well as parents' limited time to participate in madrasah activities. The findings demonstrate that the promotional strategies implemented by Madrasah Ibtidaiyah Darussalam are effective in boosting parental interest through social media, direct promotional events like open houses and seminars, and the use of testimonials from parents and alumni. Parental satisfaction with madrasa services is high, particularly regarding the quality of education—which prioritises both academics and character—effective communication between the madrasa and parents, and adequate facilities. Key factors contributing to the success of promotional strategies and parental satisfaction include educational quality, good communication, and supportive facilities. However, there are also inhibiting factors, such as limited budgets for promotion and facilities, as well as parents' limited time to participate in madrasa activities.

Keywords: Promotional Strategy, Parental Satisfaction, Educational Quality, Madrasa Facilities.