Strategi pemasaran digital terpadu untuk meningkatkan minat pendaftaran di sekolah dasar islam swasta: Suatu kajian sistematis literatur
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Penelitian ini bertujuan menganalisis peran strategi pemasaran digital terpadu dalam meningkatkan minat pendaftaran pada sekolah dasar Islam swasta. Penelitian menggunakan pendekatan kualitatif dengan desain Systematic Literature Review (SLR) terhadap artikel jurnal internasional bereputasi yang terindeks Scopus dan terbit pada periode 2020–2025. Kajian difokuskan pada strategi pemasaran digital, komunikasi pemasaran terpadu, orientasi pemasaran sekolah Islam, serta faktor-faktor yang memengaruhi minat dan loyalitas orang tua atau siswa. Data dikumpulkan melalui penelusuran terstruktur, seleksi artikel berdasarkan kriteria inklusi, dan ekstraksi informasi kunci, kemudian dianalisis secara tematik. Hasil kajian menunjukkan bahwa teknologi digital, orientasi pasar, dan ekuitas merek berpengaruh signifikan terhadap Integrated Digital Marketing Communication (DIMC), dan DIMC yang kuat mampu meningkatkan kinerja pemasaran lembaga pendidikan. Dalam konteks sekolah dasar Islam, sekolah Islam terpadu telah mengadopsi pemasaran digital secara sistematis melalui pembentukan tim khusus, investasi infrastruktur, pengelolaan website dan media sosial resmi, serta penguatan hubungan dengan orang tua. Selain itu, citra sekolah dan kepuasan orang tua terbukti menjadi faktor utama pembentuk loyalitas yang mendukung keberlanjutan pendaftaran siswa. Temuan ini menegaskan pentingnya integrasi kanal digital, orientasi pemasaran berbasis nilai Islami, serta pengelolaan hubungan dengan orang tua yang berlandaskan etika digital dan perlindungan data anak.
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