THE ROLE OF MARKETING MANAGEMENT IN BUILDING CUSTOMER VALUE AND LOYALTY IN EDUCATIONAL INSTITUTIONS
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Abstract
This research aims to analyze how the role of marketing management implemented by this madrasah is able to create value for customers and increase their loyalty. Achieving this goal is crucial as educational institutions, particularly faith-based madrasahs, not only compete in academic quality, but also in offering uniqueness and spiritual values that become the main attraction for the local community. This research method uses a qualitative approach with a case study design to explore the role of marketing management in shaping customer value and loyalty. Data were collected through in-depth interviews, observation, and documentation analysis. Thematic analysis techniques were chosen to identify key themes, providing an in-depth understanding of the marketing of faith-based education in this madrasah. The results confirm that customer loyalty is formed through responsive educational services, academic and non-academic achievements, and social activities. Responsiveness creates satisfaction, achievement increases trust, and community service strengthens a positive image. The synergy of these three factors strengthens the bond between the madrasah, students, parents and the community.
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Articles
References
Afifah, N., Astuti, S. W. W., & Irawan, D. (2021). The Effect of Corporate Social Responsibility (Csr) and Company Reputation on Company Value. EKUITAS (Journal of Economics and Finance), 5(3), 346–364.
Al Jumah, M. N., Sugiantoro, B., & Prayudi, Y. (2019). Application of composite logic method for designing digital evidence collection framework on social media. ILKOM Scientific Journal, 11(2), 135–142.
Andriana, R. (2023). The Role of Service Quality and Institutional Image to Create Satisfaction and Loyalty in an Educational Perspective.
Bruhn, M. (2015). Relationship marketing. Vahlen München.
Dewi, R. P. (2019). Case Study-Qualitative Research Methods.
Ernantyo, Y. E., & Febry, T. (2022). The Effect of Digital Marketing Implementation and Customer Relationship Marketing on Consumer Satisfaction and Repurchase Interest in Our Coffee Story Cafe. Consumer & Consumption: Journal of Management,1 (June 2).
Ma'rufah, A. (2023). Service quality strategy as a medium in creating customer satisfaction and loyalty for educational services. EDUKASIA: Journal of Education and Learning, 4(2), 813–822.
Mujib, F., & Saptiningsih, T. (2021). School branding: Strategy in the disruptive era. Bumi Aksara.
Mulyasa, H. E. (2022). School principal management and leadership. Bumi Aksara.
Nasution, I., Handoko, H., Hadi, R., Hanum, R., Tarmizi, A., & Hamdan, H. (2023). Project development strategy of Islamic educational institutions in Madrasah Al-Jam'iyatul Washliyah Tembung. Journal on Education, 5(3), 8376–8401.
Oktaviani, N., Astuti, W., & Firdiansjah, A. (2019). The effect of customer satisfaction on the formation of customer commitment and e-WOM in users of the e-money application "OVO." Journal of Service Management and Marketing, 12(1), 93–112.
Pahleviannur, M. R., De Grave, A., Saputra, D. N., Mardianto, D., Hafrida, L., Bano, V. O., ... Lisya, M. (2022). Qualitative research methodology. Pradina Library.
Prabowo, G., & Hafid, A. N. (2024). Policy Analysis of Primary School Education from the Perspective of School Education Environment. Innovative: Journal of Social Science Research, 4(4), 8324–8334.
Prabowo, G., & Khaudli, M. I. (2024). Implementation of Merdeka Belajar Curriculum in Improving Critical Thinking Skills of Senior High School Students through Project Based Learning. Indonesian Journal of Education (Joupi), 2(2), 140–150.
Purwanza, S. W. (2022). Quantitative, qualitative and combination research methodologies. Cv. Indonesian Science Media.
Putri, A. P., & Bharata, W. (2023). CONSUMER LOYALTY BEHAVIOR BASED ON UTILITY THEORY AND SATISFACTION-LOYALTY MODEL. Journal of Applied Business & Economics (JABE), 10(2).
Rahayu, P., & Trisnawati, N. (2022). Public Relations Strategy at SMK IPIEMS Surabaya in Improving Public Image and Trust during the Covid-19 Pandemic. Journal of Office Administration Education (JPAP), 10(2), 124–139.
Rahmat, A. (2021). School and community relations: managing community participation in school quality improvement. Zahir Publishing.
Sari, T. N., & Prasetya, M. N. (2020). Can principal leadership, teacher motivation and quality of education services affect student parent satisfaction. EduTech: Journal of Education and Social Sciences, 6(1), 87–97.
Simanjuntak, D. C. Y., & Purba, P. Y. (2020). The mediating role of customer satisfaction in customer experience and customer loyalty. Journal of Business and Management, 7(2).
Supratiknya, A. (2022). Quantitative & qualitative research methodology in psychology. Sanata Dharma university.
Suryana, D., & Hijriani, A. (2022). Development of thematic learning video media for early childhood 5-6 years based on local wisdom. Journal of Obsession: Journal of Early Childhood Education, 6(2), 1077–1094.
Main Article Content
Abstract
This research aims to analyze how the role of marketing management implemented by this madrasah is able to create value for customers and increase their loyalty. Achieving this goal is crucial as educational institutions, particularly faith-based madrasahs, not only compete in academic quality, but also in offering uniqueness and spiritual values that become the main attraction for the local community. This research method uses a qualitative approach with a case study design to explore the role of marketing management in shaping customer value and loyalty. Data were collected through in-depth interviews, observation, and documentation analysis. Thematic analysis techniques were chosen to identify key themes, providing an in-depth understanding of the marketing of faith-based education in this madrasah. The results confirm that customer loyalty is formed through responsive educational services, academic and non-academic achievements, and social activities. Responsiveness creates satisfaction, achievement increases trust, and community service strengthens a positive image. The synergy of these three factors strengthens the bond between the madrasah, students, parents and the community.
Article Details
References
Afifah, N., Astuti, S. W. W., & Irawan, D. (2021). The Effect of Corporate Social Responsibility (Csr) and Company Reputation on Company Value. EKUITAS (Journal of Economics and Finance), 5(3), 346–364.
Al Jumah, M. N., Sugiantoro, B., & Prayudi, Y. (2019). Application of composite logic method for designing digital evidence collection framework on social media. ILKOM Scientific Journal, 11(2), 135–142.
Andriana, R. (2023). The Role of Service Quality and Institutional Image to Create Satisfaction and Loyalty in an Educational Perspective.
Bruhn, M. (2015). Relationship marketing. Vahlen München.
Dewi, R. P. (2019). Case Study-Qualitative Research Methods.
Ernantyo, Y. E., & Febry, T. (2022). The Effect of Digital Marketing Implementation and Customer Relationship Marketing on Consumer Satisfaction and Repurchase Interest in Our Coffee Story Cafe. Consumer & Consumption: Journal of Management,1 (June 2).
Ma'rufah, A. (2023). Service quality strategy as a medium in creating customer satisfaction and loyalty for educational services. EDUKASIA: Journal of Education and Learning, 4(2), 813–822.
Mujib, F., & Saptiningsih, T. (2021). School branding: Strategy in the disruptive era. Bumi Aksara.
Mulyasa, H. E. (2022). School principal management and leadership. Bumi Aksara.
Nasution, I., Handoko, H., Hadi, R., Hanum, R., Tarmizi, A., & Hamdan, H. (2023). Project development strategy of Islamic educational institutions in Madrasah Al-Jam'iyatul Washliyah Tembung. Journal on Education, 5(3), 8376–8401.
Oktaviani, N., Astuti, W., & Firdiansjah, A. (2019). The effect of customer satisfaction on the formation of customer commitment and e-WOM in users of the e-money application "OVO." Journal of Service Management and Marketing, 12(1), 93–112.
Pahleviannur, M. R., De Grave, A., Saputra, D. N., Mardianto, D., Hafrida, L., Bano, V. O., ... Lisya, M. (2022). Qualitative research methodology. Pradina Library.
Prabowo, G., & Hafid, A. N. (2024). Policy Analysis of Primary School Education from the Perspective of School Education Environment. Innovative: Journal of Social Science Research, 4(4), 8324–8334.
Prabowo, G., & Khaudli, M. I. (2024). Implementation of Merdeka Belajar Curriculum in Improving Critical Thinking Skills of Senior High School Students through Project Based Learning. Indonesian Journal of Education (Joupi), 2(2), 140–150.
Purwanza, S. W. (2022). Quantitative, qualitative and combination research methodologies. Cv. Indonesian Science Media.
Putri, A. P., & Bharata, W. (2023). CONSUMER LOYALTY BEHAVIOR BASED ON UTILITY THEORY AND SATISFACTION-LOYALTY MODEL. Journal of Applied Business & Economics (JABE), 10(2).
Rahayu, P., & Trisnawati, N. (2022). Public Relations Strategy at SMK IPIEMS Surabaya in Improving Public Image and Trust during the Covid-19 Pandemic. Journal of Office Administration Education (JPAP), 10(2), 124–139.
Rahmat, A. (2021). School and community relations: managing community participation in school quality improvement. Zahir Publishing.
Sari, T. N., & Prasetya, M. N. (2020). Can principal leadership, teacher motivation and quality of education services affect student parent satisfaction. EduTech: Journal of Education and Social Sciences, 6(1), 87–97.
Simanjuntak, D. C. Y., & Purba, P. Y. (2020). The mediating role of customer satisfaction in customer experience and customer loyalty. Journal of Business and Management, 7(2).
Supratiknya, A. (2022). Quantitative & qualitative research methodology in psychology. Sanata Dharma university.
Suryana, D., & Hijriani, A. (2022). Development of thematic learning video media for early childhood 5-6 years based on local wisdom. Journal of Obsession: Journal of Early Childhood Education, 6(2), 1077–1094.