Konsep Pemasaran Pendidikan: Upaya Dalam Memasarkan Jasa di Tengah Persaingan Lembaga Pendidikan
Keywords:
Consumer Loyalty, Personal Marketing Strategy, Brand CompetitivenessAbstract
In the modern marketing landscape, consumers' self-image and self-esteem are important psychological factors that influence market perception, decision-making and brand loyalty. This article aims to analyze the relationship between the concepts of self-image, self-esteem, and personal approach-based marketing strategies in increasing market appeal. This research uses a desk research method with a descriptive-qualitative approach through a review of current scientific literature relevant to consumer psychology and educational marketing. The results show that marketing strategies that are able to align brand messages with consumers' personal identities and values significantly build emotional closeness, strengthen positive market perceptions, and create long-term loyalty. Products or services, including educational institutions, that are able to represent consumer identity tend to be more easily accepted and retained by the market. This finding implies that marketing success in the era of competition is not solely on functional excellence, but on the ability to touch the psychological and emotional aspects of consumers through authentic images and values.
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