The Customer's Main Considerations in Choosing an Educational Institution Viewed from the Elements of the Marketing Mix at Amanatollah Gambiran Junior High School Banyuwangi

Abstract

The purpose of this study is to describe the customer's main considerations in choosing an
educational institution in terms of the marketing mix elements at Amantollah Junior High
School Gambiran Banyuwangi. This research method uses a descriptive qualitative
approach. The results of the research show: 1) the products/programs provided by SMP
Amantollah Gambiran to customers are institutions based on Islamic boarding schools,
tahfidz programs, studying general science and religion and shaping the character of
students with good morals; 2) physical evidence or facilities and infrastructure for junior
high schools are complete and in demand by educator customers so that they get
satisfaction; and 3) a price of IDR 500,000 determined by the foundation can be of interest
to educators' customers because it is affordable and attractive to all members of the
community.