ANALISIS PEMANFAATAN MEDIA SOSIAL DALAM PEMASARAN PENDIDIKAN BERDASARKAN PERSPEKTIF BAURAN PEMASARAN JASA (7P) DI PONDOK PESANTREN MINHAJUT THALIBIN

Abstrak

The swift expansion of social media has encouraged educational institutions to rely on digital platforms for communication and educational marketing. In particular, Pondok Pesantren Minhajut Thalibin has embraced social media to showcase its educational offerings and share information with the wider public. This study seeks to examine how social media is used for educational marketing, applying the 7P service marketing mix framework at Pondok Pesantren Minhajut Thalibin. Using a qualitative approach with a descriptive design, the research gathered data through in-depth interviews with three key informants: the head of the pesantren, the social media administrator, and a parent of a student. These interviews were strengthened by observations and documentation. The resulting data were then analyzed with the interactive model proposed by Miles, Huberman, and Saldaña, encompassing data condensation, data display, and conclusion drawing. The findings show that social media has been positioned as a core element of educational marketing by implementing all seven 7P dimensions—product, price, place, promotion, people, process, and physical evidence. Beyond acting as a means to distribute information, social media functions as a communication channel that helps deliver educational services, encourages public participation, and improves the institution’s image. The study further concludes that the advantages gained from using social media rely on integrating all seven dimensions, even though implementation is still influenced by several challenges, including keeping publishing content consistent, handling human resources, and maintaining a balance between digital communication and direct communication. Overall, the results demonstrate that social media plays a strategic role in integrating the service marketing mix to reinforce educational marketing efforts at Pondok Pesantren Minhajut Thalibin.