Development of Referral Marketing Model for New Student Admissions (PPDB) at Private Madrasah Aliyah in Central Java Try to Submit This Sample Abstract
Muhammad Khoiruddin- M. Rifqy Roosdhani- Nurul Komariyatin- Jati Widagdo

Universitas Islam Nahdlatul Ulama Jepara

Abstract

The development of referral marketing in New Student Admissions (PPDB) at private Madrasah Aliyah in Central Java represents a critical shift from conventional marketing approaches to more effective strategies for increasing institutional competitiveness. This study examines how private Madrasah Aliyah institutions, facing significant challenges in meeting enrollment targets across more than 760 schools in Central Java, can leverage referral marketing through both online and offline channels.
The research identifies a comprehensive PPDB model that integrates multiple marketing channels: social media platforms (Facebook, TikTok, Instagram, and WhatsApp) and traditional networks (alumni, charismatic figures, life skills programs, boarding school systems, and local content. This model emphasizes the power of personalized recommendations and trust-based marketing, which has proven more effective and cost-efficient compared to conventional advertising methods.
Data collected across different residencies in Central Java, including Banyumas, Kedu, Pekalongan, Semarang, Surakarta, and Pati, demonstrates varying adoption rates of these marketing channels. The study reveals that successful implementation of this integrated referral marketing approach can significantly increase new student enrollment numbers and enhance institutional competitiveness
The research employs the ADDIE (Analysis, Design, Development, Implementation, Evaluation) model to systematically develop and implement the PPDB strategy. A key innovation is the introduction of the PPDB agent system, which actively involves students, teachers, staff, and parents in the recruitment process. This comprehensive approach offers private Madrasah Aliyah institutions a structured framework for improving their student recruitment efforts while building stronger community engagement.

Keywords: Referral Marketing- New Student Admissions (PPDB)- Private Madrasah Aliyah- Social Media Marketing

Topic: Digital Education