Digitalizing the 7Ps Marketing Mix Components in Educational Service Marketing: A Case Study at MI Khadijah Malang

Abstract

The advancement of digital technology has reshaped how educational institutions communicate with the public, pressing private madrasah to strengthen public trust, competitiveness, and sustainability through effective educational service marketing. This study aims to describe the digitalization of the product, price, place, and promotion components; the people, process, and physical evidence components; the integration of 7Ps digitalization; and user and community responses toward this digitalization at MI Khadijah Malang. A qualitative case study approach was employed, with the school principal, public relations coordinator, IT staff, teachers, students, parents, and the surrounding community as data sources. Data were collected through in-depth interviews, observation, and documentation, and analyzed using the Miles, Huberman, and Saldaña interactive model, with source and technique triangulation to ensure trustworthiness. The findings show that digitalization has transformed each 7P component into an interconnected digital service ecosystem—covering academic innovation, transparent financial administration, expanded information access, authentic promotion, human-resource competence, integrated service processes, and a digital service environment—that strengthens public trust, institutional image, and word-of-mouth recommendation.