Pengaruh Strategi Pemasaran Raudhatul Athfal (RA) Terhadap Keputusan Orangtua Memilih Sekolah Pada Kawasan Semi Urban
DOI:
https://doi.org/10.31004/aulad.v9i2.1633Keywords:
Strategi Pemasaran Lembaga PAUD, Marketing Mix 7P, Keputusan Orangtua Memilih Sekolah, Raudhatul Athfal (RA), Kawasan Semi UrbanAbstract
Pemilihan lembaga Pendidikan Anak Usia Dini (PAUD) yang tepat seperti Raudhatul Athfal (RA) berdampak langsung pada kualitas pendidikan anak usia dini berbasis Islam. Strategi pemasaran yang mempengaruhi keuputusan orangtua memilih sekolah di kawasan Semi Urban masih minim dikaji. Penelitian bertujuan menguji pengaruh marketing mix 7P terhadap keputusan orangtua memilih RA di kecamatan Bojongsoang, Kabupaten Bandung. Desain kuantitatif eksplanatori dengan pendekatan cross-sectional diterapkan pada 93 orangtua dari 23 RA dipilih melalui simpel random sampling, menggunakan kuesioner skala Likert 5 poin. Data dianalisis dengan regresi linier berganda (SPSS 25). Secara simultan, seluruh dimensi 7P berpengaruh signifikan (F=15,670; p<0,001; R²=0,563). Secara parsial, Physical Evidence menjadi dimensi paling dominan (β=0,244; p=0,036), diikuti Process (β=0,273; p=0,068) dan Price (β=0,227; p=0,054) pada posisi marginal. People memperoleh skor persepsi tertinggi (M=4.495) namun tidak berpengaruh parsial (β=0,087; p=0,402) mengindikasikan fungsinya sebagai hygiene factor. Pengelola RA di kawasan semi urban perlu memprioritaskan peningkatan fasilitas fisik, kualitas proses layanan dan transparansi biaya sebagai strategi pemasaran yang berdampak nyata.
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