Education Marketing Strategy Based on the 4P Marketing Mix Through the Use of Social Media at MA NU 03 Sunan Katong Kaliwungu

Abstract

Abstract: This study aims to analyze the implementation of the 4P (product, price, place, promotion) marketing mix strategy through the use of social media in MA NU 03 Sunan Katong Kaliwungu and evaluate its effectiveness in increasing interest and number of registrants in the midst of the transformation of digitalbased education promotion in the context of private madrasas. The research uses a qualitative approach with case studies. Data was collected through interviews, observations, and documentation. The research informants consisted of SPMB Coordinators, social media managers, teachers involved in promotion, and students. Data analysis from Miles Hubraman's analysis is data reduction, data presentation, and conclusion drawn. The results of the study show that the 4P strategy has been implemented in an integrated manner through social media with an emphasis on differentiation of NU-an identity and modern facilities (product), quota-based incentive promotion (price), multiplatform information distribution, especially Instagram and TikTok (place), and eventbased content planning (promotion). This strategy is effective in increasing brand awareness and promotion cost efficiency, but it has not yet become a dominant factor in applicant conversion because decisions are still influenced by the level of digital literacy of students' parents. These findings underscore the importance of an integrated communication strategy that integrates digital promotion and community relations in education marketing, and has implications for the need to optimize interactive content and strengthen social networks. Further research is suggested to test the relationship between digital engagement and increasing the number of registrants quantitatively