ABSTRAK

Penelitian ini bertujuan untuk mengetahui dan membahas Manajemen

Pemasaran Lembaga Pendidikan di Madrasah Aliyah YPK Kalangsari .
Penelitian ini menggunakan pendekatan kualitatif deskriptif, dengan metode
penelitian observasi, wawancara, dan dokumentasi. Sumber data diperoleh
dari Kepala Madrasah MA YPK Cijulang. Hasil penelitian menunjukkan bahwa
: 1) Strategi pemasaran lembaga pendidikan yang digunakan oleh Madrasah
YPK Cijulang ialah Strategi penentuan pasar sasaran (target market strategy),
Strategi penentuan posisi pasar persaingan (competitive positioning
strategy). 2) Faktor yang menghambat pelaksanaan pemasaran lembaga
pendidikan di Madrasah ini ialah masih kurangnya pemahaman dari
beberapa anggota pelaksana penerimaan peserta didik, dan masih kurangnya
kerja sama yang baik dari beberapa anggota pelaksana penerimaan peserta
didik baru.

Kata Kunci : Manajemen, Pemasaran, Lembaga Pendidikan

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 DAFTAR PUSTAKA

ABSTRAK................................................................................................................ i

DAFTAR ISI............................................................................................................ ii

DAFTAR TABEL.................................................................................................... iii

DAFTAR GAMBAR................................................................................................ iii

BAB I PENDAHULUAN

A. Latar Belakang...................................................................................................... 1
B. Rumusan Masalah............................................................................................... 5
C. Tujuan Penelitian................................................................................................ 5
D. Manfaat Penelitian.............................................................................................. 5

BAB II TINJAUAN PUSTAKA

A. Landasan Teori..................................................................................................... 6
B. Manajemen............................................................................................................. 7
C. Fungsi – Fungsi Manajemen............................................................................ 8
D. Manajemen Pemasaran Pendidikan............................................................10
E. Madrasah Aliyah.................................................................................................. 16

BAB III METODE PENELITIAN

A. Pengumpulan data.............................................................................................. 17
B. Objek Penelitian................................................................................................... 18
C. Lokasi Penelitian................................................................................................. 18
D. Uji Keabsahan....................................................................................................... 18

BAB IV HASIL DAN PEMBAHASAN

A. HASIL DAN PEMBAHASAN.............................................................................. 20

1. Manajemen Pemasaran Pendidikan..............................................20

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 2. Strategi Pemasaran Pendidikan......................................................26
3. Faktor Penghambat Pemasaran......................................................27

BAB V PENUTUP

A. Kesimpulan............................................................................................................ 28
B. Saran......................................................................................................................... 29

DAFTAR PUSTAKA............................................................................................... 30

LAMPIRAN.............................................................................................................. 31

Lampiran 1........................................................................................................................... 31

Lampiran 2........................................................................................................................... 33

Lampiran 3........................................................................................................................... 34

DAFTAR GAMBAR................................................................................................

Gambar 1.1........................................................................................................................... 31

Gambar 1.2........................................................................................................................... 31

Gambar 1.3........................................................................................................................... 34

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