A Comparative Study of Educational Service Marketing Strategies at SD IT Al-Fityah and SD IT Az-Zuhra
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Abstract
This study aims to analyze the differences in the marketing strategies of educational services implemented by SD IT Al-Fityah and SD IT Az-Zuhra Pekanbaru. The main focus of this research is to identify the factors that differentiate the marketing strategies of both schools in attracting the interest of prospective students and parents. The research method used is a qualitative approach with a comparative study design. Data were collected through in-depth interviews with school representatives, direct observation of marketing activities, and analysis of documentation related to school promotions. The research results indicate that Islamic values serve as the main differentiation in marketing strategies, with both schools highlighting this advantage through various religious programs, such as Quran memorization, Islamic manners education, and social and da’wah activities. Branding based on religious reputation is also a key focus, where both schools build their image as institutions that not only prioritize academic intelligence but also the moral and spiritual development of students. Community and alumni involvement play a strategic role in strengthening the school’s image. Additionally, religious and ethical communication as well as digital marketing with an Islamic touch are implemented as part of the strategy to attract prospective students and parents. The curriculum adaptation that integrates general knowledge and Islamic education becomes a major attraction for Muslim families seeking a balanced faith-based education. The differences in product focus and branding strategies between SD IT Al-Fityah and SD IT Az-Zuhra reflect the diverse approaches applied to meet the needs of different markets, while still adhering to Islamic values as the foundation of education.
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