RSI Indonesia's Marketing Strategy Increases Competitiveness Amid Competition from Fully Equipped Schools

Abstract

This study aims to analyze the marketing strategies implemented by RSI Indonesia school in enhancing its competitiveness amidst the rivalry with schools that have more advanced facilities. The background of this study arises from the increasingly intense competition among private educational institutions, which requires schools to demonstrate excellence not only through physical facilities but also through service quality and innovative marketing approaches. This study adopts a descriptive qualitative design, with data gathered through in-depth interviews, observations, and document analysis. The research participants include the school principal, marketing team, teachers, and parents. The data were analyzed using the interactive model proposed by Miles, Huberman, and Saldaña (2020), which comprises three primary components: (1) data condensation, involving the selection, simplification, and focusing of essential information derived from interviews and observations; (2) data display, in which the organized data are presented in narrative descriptions and thematic matrices to support interpretation; and (3) conclusion drawing and verification, conducted continuously to ensure the accuracy and credibility of the findings. The study results indicate that the application of a comprehensive 7P marketing mix strategy (product, price, place, promotion, people, process, and physical evidence) plays a significant role in increasing public trust, strengthening the school’s positive reputation, and boosting new student enrollment. This service- and value-based marketing approach is proven to be a key element in enhancing RSI Indonesia’s competitiveness despite its limited physical infrastructure.