Integrating New Student Admission Data, Parents’ Satisfaction, and Key Performance Indicators in Data-Driven Marketing Management at Islamic Educational Institutions

Abstract

The growing competition among Islamic educational institutions requires them to develop marketing strategies that are oriented not only toward promotion but also toward measurable data and evaluation results. Data-driven marketing enables institutions to use information on the New Student Admission (PPDB) process, the satisfaction level of student guardians (wali santri), and institutional performance indicators as a basis for determining marketing strategies and improving service quality. This study aimed to analyze the implementation of data-driven marketing through PPDB evaluation, measurement of guardian satisfaction, and the use of Key Performance Indicators (KPIs) to support the performance improvement of Islamic educational institutions. The study employed a qualitative approach with a descriptive design, collecting data through PPDB documentation, interviews with institutional managers, and interviews with student guardians. The data were analyzed through data reduction, data display, and conclusion drawing to identify enrollment patterns, factors shaping guardian satisfaction, and performance indicators relevant to institutional marketing strategy. The results showed that integrating these three data sources helps institutions identify the effectiveness of marketing channels, understand the needs and experiences of guardians, and establish more measurable KPIs for evaluating marketing strategies. Therefore, Islamic educational institutions are recommended to integrate PPDB data, guardian satisfaction measurement, and KPIs into a routine evaluation system so that marketing strategies and service quality can be continuously improved.