The Influence of Institutional Management and Educational Promotion Strategies on Student Enrollment Interest in Private Islamic Junior High Schools in Bukittinggi, Indonesia
Keywords:
Educational promotion strategies,Institutional management, Madrasah Tsanawiyah, Student enrollment interestAbstract
This study examines the influence of institutional management and educational promotion strategies on student enrollment interest in private Madrasah Tsanawiyah (Islamic junior high schools) in Bukittinggi, Indonesia. A quantitative correlational design was employed, utilizing questionnaires distributed to 28 principals, vice principals, and admission staff from three private madrasahs. Data were analyzed using descriptive statistics and multiple linear regression analysis. Findings revealed that institutional management significantly influences enrollment interest (β = 0.412, p < 0.01), while educational promotion strategies, particularly digital media utilization, also demonstrate significant effects (β = 0.385, p < 0.01). Simultaneously, both variables contribute substantially to enrollment interest (R² = 0.542, p < 0.001). These results indicate that professional institutional governance combined with strategic digital promotion enhances institutional competitiveness and public trust in private Islamic educational institutions. The study contributes empirical evidence to educational management literature by integrating managerial and promotional dimensions within the Islamic education context, offering practical implications for school administrators in developing effective enrollment strategies
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