Marketing Strategies for Educational Services in Improving Educational Quality at SD Darul Aidam, Kedungdung District, Sampang Regency, in the 2025–2026 Academic Year

Abstract

This study aims to describe educational service marketing strategies for improving educational quality at SD Darul Aidam, Kedungdung District, Sampang Regency, during the 2025–2026 academic year. The research is motivated by increasingly intense competition among educational institutions, which requires schools to implement effective marketing strategies to attract public interest and improve educational quality. The study focuses on two aspects: (1) educational service marketing strategies implemented at SD Darul Aidam and (2) supporting and inhibiting factors affecting their implementation in improving educational quality. This study employs a qualitative approach using a case study design. Data are collected through observation, interviews, and documentation, involving the principal, teachers, and educational staff as research informants. Data analysis follows the Miles and Huberman model, comprising data reduction, data display, and conclusion drawing. Data validity is ensured through prolonged engagement, persistent observation, and triangulation. The findings are expected to provide insights into effective educational service marketing strategies and identify factors influencing their implementation. This study is also expected to serve as a reference for educational institutions in developing appropriate marketing strategies to strengthen school competitiveness, improve educational service quality, and enhance public trust.