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Bauran Pemasaran dalam Keterbatasan Regulasi: Strategi Adaptif pada Lembaga PAUD Negeri
DOI:
https://doi.org/10.31004/obsesi.v10i4.8684Keywords:
7P Marketing Mix, Teori Institusional, Strategi Adaptive, Pendidikan Anak Usia Dini, Regulatory-Constrained Marketing MixAbstract
Penelitian ini mengkaji penerapan bauran pemasaran jasa pada lembaga pendidikan anak usia dini negeri yang beroperasi di bawah batasan regulasi. Melalui studi kasus kualitatif di TK Negeri Pembina I Balikpapan, data dikumpulkan melalui wawancara, observasi, dan analisis dokumen. Dengan menggunakan kerangka kerja bauran pemasaran 7P, temuan penelitian menunjukkan bahwa regulasi pemerintah membatasi fleksibilitas manajerial pada dimensi Harga (Price), Promosi (Promotion), dan Bukti Fisik (Physical Evidence). Alih-alih melemahkan daya saing, batasan-batasan tersebut justru mendorong strategi adaptif melalui penguatan aspek Produk (Product), Sumber Daya Manusia (People), dan Proses (Process), yang didukung oleh lokasi strategis. Upaya-upaya ini meningkatkan kepercayaan masyarakat dan berkontribusi pada peningkatan jumlah pendaftar murid. Penelitian ini mengusulkan konsep Regulatory-Constrained Marketing Mix (Bauran Pemasaran dengan Batasan Regulasi), yang mengintegrasikan Teori Bauran Pemasaran 7P dan Teori Institusional untuk menjelaskan bagaimana organisasi pendidikan negeri mempertahankan daya saing dalam kondisi yang sangat diatur oleh regulasi. Temuan ini memperluas penerapan teori bauran pemasaran dengan menunjukkan bahwa batasan regulasi dapat memicu inovasi layanan dan diferensiasi institusional, bukan sekadar membatasi kinerja organisasi.
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Published
02-08-2026
How to Cite
Indriawati, P., Basuki, A. D., Santosa, A., Yulianah, S., Wurdiyanti, T., & Nurlaili, N. (2026). Bauran Pemasaran dalam Keterbatasan Regulasi: Strategi Adaptif pada Lembaga PAUD Negeri. Jurnal Obsesi : Jurnal Pendidikan Anak Usia Dini, 10(4), 2452–2463. https://doi.org/10.31004/obsesi.v10i4.8684
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Copyright (c) 2026 Prita Indriawati, Anita Dwi Basuki, Agus Santosa, Siti Yulianah, Tuti Wurdiyanti, Nurlaili Nurlaili (Author)
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