Promotion Strategy in Increasing the Number of Students at SMA Muhammadiyah 4 Porong: A Qualitative Study with a Marketing Mix (7P) Approach

. This study examines the promotional strategies of SMA Muhammadiyah 4 Porong and their impact on increasing student enrollment, using the Marketing Mix (7P) approach. Increasing competition among educational institutions has prompted schools to adopt effective marketing strategies. The research aims to analyze the implementation of promotional strategies and their impact on student numbers. Utilizing a qualitative method with a case study design, this research involves in-depth interviews, participant observation, document analysis, and FGDs. Respondents were selected through purposive sampling, including the principal, teachers, marketing staff, students, and parents. Data analysis uses a thematic approach with triangulation to ensure validity. The results indicate that the comprehensive implementation of the Marketing Mix (7P) strategy contributes significantly to increasing student enrollment. Factors such as excellent programs, competitive costs, strategic location, digital promotion, quality human resources, innovative learning processes, and modern facilities play crucial roles in attracting prospective students. These findings provide valuable insights for developing effective educational marketing strategies.