ANALYSIS OF FACTORS THAT INFLUENCE STUDENTS' DECISIONS IN CHOOSING BOARDING SCHOOLS IN THE ENVIRONMENT OF UIN CYBER SHEIKH NURJATI CIREBON

Abstract

Annida Islamic Boarding School's success is influenced by both internal and external factors that shape its operations and appeal as a modern Islamic educational institution. External factors include economic conditions, such as affordable tuition fees and financial aid, as well as social and cultural trends driving the demand for religious-based education, although competition with similar institutions remains a challenge. Internally, Annida's strengths lie in its unique curriculum, which emphasizes Arabic and English language intensification, leadership training, and thematic studies with external experts, but operational challenges, such as the termination of its partnership with UIN Cyber, limit market access. This study identifies three primary factors influencing students' enrollment decisions: promotion, physical evidence, and process. Effective promotional strategies, including engaging digital and offline campaigns, build awareness and interest, while the quality of physical facilities, such as dormitories and study spaces, significantly impacts decision-making, necessitating continuous improvements. The process factor involves transparent, responsive, and efficient services, highlighting the need for digitalized systems and enhanced communication mechanisms. To increase enrollment, Annida requires strategic marketing initiatives, including strengthening digital marketing through engaging content, SEO, and partnerships with universities and local Islamic communities. Hosting open house events, leveraging alumni as ambassadors, and promoting Annida's reputation and programs are also essential. By focusing on these strategies, Annida Islamic Boarding School can enhance its market position, improve student satisfaction, and achieve sustainable growth in enrollment.