MARKETING MIX WITH CONTINUOUS DEVELOPMENT: A SURVIVAL STRATEGY OF KINDERGARTEN SCHOOL

Abstract

Many kindergarten schools have experienced a decrease in the number of students during the Covid-19 pandemic. This can threaten the institution's sustainability because schools must have students to obtain operational permits. Thus, there is a need for a strategy to maintain the existence of kindergarten schools during and after the Covid-19 pandemic. This study aims to analyze the implementation of the marketing strategy of ABA Mardi Putra Kindergarten to survive from its inception until facing the Covid-19 Pandemic using a marketing mix strategy perspective. This research is a type of qualitative research with a case study approach that collects data by observation, interviews, and documentation. The source of data in this study was obtained from the ABA Mardi Putra Kindergarten, Bantul, which consisted of one school principal, a sample of four teachers, one school administrator, and documents relating to the object of research. The data analysis techniques used by Miles and Huberman consist of data reduction, data presentation, and conclusion/verification. The research results show that implementing a marketing mix strategy (product, price, promotion, place, people, physical evidence, and process) with continuous development can help maintain the existence of a kindergarten school. Thus, kindergarten schools that have problems with the number of students can use this strategy to support the existence of their schools.