J-MPI (Jurnal Manajemen Pendidikan Islam) p ISSN: 2477-4987| e ISSN: 2477-6467 P a g e | 55 Vol. 7, No.2, Juni 2022 J-MPI homepage: http://ejournal.uin-malang.ac.id/index.php/jmpi/index IMPLEMENTASI STRATEGI BAURAN PEMASARAN DALAM UPAYA MENARIK MINAT PESERTA DIDIK BARU DI SEKOLAH MENENGAH PERTAMA ISLAM Akhwan Mashudi 1 , Bahtiar 2 , Nurul Yakin 3 Universitas Islam Negeri Mataram e-mail: 1 akhwan.mashudi16@gmail.com, 2 Bahtiar79@uinmataram.ac.id, 3 nurulyakin@uinmataram.ac.id Abstract. The purpose of this study is to explain the application of the marketing mix strategy in an effort to attract the interest of new students at Islamic Junior High School (SMPI) Al- Mujahidin Tempos. This research is included in the qualitative research group, where the data collection techniques use observation, interviews, and documentation techniques. Data analysis consists of data presentation, data reduction, and then drawing conclusions. The results showed that SMPI Al-Mujahidin Tempos succeeded in increasing the interests and number of new students. The marketing mix strategies used include products (products), price (price), place (location), promotion (promotion), people (human resources), physical evidence (physical evidence), and process (process). The products offered are schools based on Islamic habits, including tahfizul qur'an, tahlilan, barzanji reading and, environmental preserving. Free school entrance fees are even given school uniforms. The main promotion activities through recitation conducted by the leaders of Islamic boarding schools, school principals and teachers, and the spread of brochures through social media and announcement banners in schools. Development of adequate learning supporting infrastructure facilities. While the learning process is carried out with the 13 -based Islamic culture curriculum. Keywords. Marketing Mix, Student Interest, Islamic Junior High School Abstrak. Tujuan dari penelitian ini adalah memaparkan mengenai penerapan dari strategi bauran pemasaran dalam upaya menarik minat peserta didik baru di SMPI Al- Mujahidin Tempos. Penelitian ini menggunakan metode kualitatif dengan teknik pengumpulan data menggunakan observasi, wawancara, dan dokumentasi. Analisis data terdiri dari penyajian data, reduksi data, dan kemudian penarikan kesimpulan. Hasil penelitian menunjukkan bahwa SMPI Al-Mujahidin Tempos Berhasil meningkatkan minat dan jumlah peserta didik barunya. Strategi bauran pemasaran yang digunakan antara lain Product (Produk), Price (Harga), Place (Lokasi), Promotion (Promosi), People (SDM), Physical Evidence (Bukti Fisik), dan Process (Proses). Produk yang ditawarkan adalah sekolah berbasis kebiasaan islami masyarakat antara lain Tahfizul Qur'an, Tahlilan, Pembacaan Barzanji dan, Pelestarikan Lingkungan. Biaya masuk sekolah gratis bahkan diberikan pakaian seragam sekolah. Kegiatan utama promosi melalui pengajian-pengajian yang dilakukan oleh pimpinan pondok pesantren, kepala sekolah dan guru, dan penyebaran brosur melalui media sosial serta spanduk pengumuman di sekolah. Pengembangan sarana prasarana pendukung pembelajaran yang memadai. Sedangkan proses pembelajaran dilakukan dengan Kurikulum 13 berbasis budaya islami masyarakat. Kata Kunci. Bauran Pemasaran, Minat Peserta Didik, Sekolah Menengah Pertama Islam