Strategi Promosi Penerimaan Peserta Didik pada Lembaga Pendidikan Anak Usia Dini: Studi Kualitatif di RA Bakti Telang Madura

Abstract

The increasingly competitive landscape among Early Childhood Education (ECE) institutions necessitates the adoption of effective promotional strategies to ensure institutional sustainability. Amid the growing dominance of digital-based promotion, RA Bakti Telang Madura presents an interesting phenomenon by maintaining a relatively stable number of enrolled students through trust-based promotional strategies, particularly via word-of-mouth mechanisms. This study aims to analyze the promotional strategies implemented by RA Bakti Telang and to identify the factors influencing parents’ decisions in selecting the institution. This study employs a qualitative approach with a descriptive research design. Data were collected through observations and in-depth interviews with the school principal and parents to obtain a comprehensive understanding of promotional practices and student enrollment processes. Data analysis was conducted using a descriptive-analytical method by linking empirical findings with relevant literature. The findings indicate that the promotional strategy of RA Bakti Telang emphasizes strengthening community trust, which is developed through the quality of educational services, effective communication between educators and parents, and graduates’ readiness to continue to the next level of education. Social media is utilized as a supporting promotional tool, although it has not yet been strategically optimized. These findings affirm that the quality of educational services and parental satisfaction are key factors in building a positive institutional image in early childhood education. This study implies that promotional strategies in ECE institutions should be developed sustainably by integrating trust-based approaches with the proportional use of digital technology.