Building Student Engagement Through Personalized Marketing: The Key to Student Loyalty in Educational Services

Mahrosa, Safira and Rofiki, Moh. (2026) Building Student Engagement Through Personalized Marketing: The Key to Student Loyalty in Educational Services. Paedagoria : Jurnal Kajian, Penelitian dan Pengembangan Kependidikan, 17 (2). pp. 281-290. ISSN 2614-3674

Text Tugas Akhir Saya (Artikel).pdf - Published Version Download (417kB)

Abstract

This study aims to analyze the application of personalized marketing in education and its impact on emotional engagement and student loyalty. The study was conducted at Madrasah Aliyah Nurul Jadid, an Islamic boarding school-based institution that emphasizes personalized services, effective communication, and a relevant curriculum. The study used a qualitative case study approach, with teachers, students, and parents as subjects. Data were collected through in-depth interviews, participant observation, and documentation, and then analyzed thematically with triangulation to ensure validity. The results show that personalization, which tailors interactions, academic guidance, and extracurricular services to individual student characteristics, can create meaningful learning experiences, increase attention, foster feelings of appreciation, and strengthen emotional engagement. This approach also encourages students' social engagement in the school community and reduces the risk of disengagement. The findings emphasize the importance of integrating personalized interactions with Islamic boarding school culture to build stable, supportive, and sustainable educational relationships, as well as to strengthen the relationships among students, teachers, and the institution. This study contributes to the development of the concept of personalized marketing in the educational context, particularly in Islamic boarding schools, by highlighting the design, implementation, and significance of personalization strategies to increase student loyalty and retention.

Item Type:	Article
Uncontrolled Keywords:	Educational Services; Personalized Marketing; Student Loyalty
Subjects:	L Education > L Education (General) L Education > LC Special aspects of education
Divisions:	Fakultas Agama Islam > S1 Manajemen Pendidikan Islam
Depositing User:	SAFIRA SAFIRA MAHROSA
Date Deposited:	17 Oct 2026 07:53
Last Modified:	17 Oct 2026 07:53
URI:	https://repository.unuja.ac.id/id/eprint/4737

Actions (login required)

View Item