Implementation of the 7P Marketing Mix for School Revitalization: A Case Study of Enhancing Competitiveness in Indonesia Public High School

Rini Dwi Yuliani, Syawal Arifin, Nurlaili Nurlaili, Masrur Yahya, Descha Rahmadhani, Rinda Rinda, Dwi Nopriyanto

Abstract


This study aims to analyze the implementation of the 7P marketing mix as a school revitalization strategy to enhance competitiveness and increase student enrollment in an Indonesian public high school. This study addresses a gap in previous research, which tends to examine the 7P elements partially without linking them to school recovery from declining enrollment. A qualitative case study approach was employed to obtain an in-depth understanding of educational marketing practices in a real context. Data were collected through interviews, observations, and documentation, and analyzed using an interactive model consisting of data condensation, data display, and conclusion drawing. The findings indicate that prior to 2024, the school experienced a decline in student enrollment due to limited facilities, suboptimal promotion, and lack of program differentiation. However, after implementing an integrated 7P marketing mix strategy, the school showed a significant increase in student enrollment over the past two years. This improvement was driven by the development of flagship programs such as bilingual classes and greenhouse initiatives, enhancement of physical facilities, and the use of integrated digital and conventional promotion strategies. This study highlights that the novelty lies in demonstrating the 7P marketing mix as a comprehensive transformation strategy rather than merely a promotional tool. The findings imply that an integrated marketing approach effectively strengthens school image, increases public trust, and enhances institutional competitiveness.

Keywords


Marketing Mix (7P); Educational Marketing; School Competitiveness; Student Enrollment; Service Quality; School Revitalization

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References


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DOI: https://doi.org/10.18860/abj.v11i2.42270

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Copyright (c) 2026 Rini Dwi Yuliani, Syawal Arifin, Nurlaili Nurlaili, Masrur Yahya, Descha Rahmadhani, Rinda Rinda, Dwi Nopriyanto

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