Integrasi Total Quality Management dan Total Quality Marketing dalam Meningkatkan Mutu Pendidikan
Keywords:
Effectiveness, Total Quality Management, Total Quality Marketing, EducationAbstract
Improving the quality of education requires a managerial approach that focuses not only on the internal processes of the institution, but also on the satisfaction of external stakeholders. This study aims to analyze the integration of the concepts of Total Quality Management (TQM) and Total Quality Marketing (TQMkt) in an effort to improve the quality of education holistically. This research uses a library research approach with an integrative literature review method, where literature searches are carried out systematically through national and international indexed journals relevant to quality management and educational marketing. The results showed that TQM and TQMkt complement each other in building the quality culture of educational institutions. TQM plays a role in strengthening internal systems through continuous improvement, quality assurance, and participatory leadership, while TQMkt encourages educational institutions to develop marketing strategies based on the needs of educational customers. The results of the discussion show that the integration of these two approaches provides a conceptual contribution to the development of a quality and customer value-based education management model. This research suggests the need to formulate education management policies that are more responsive to the challenges of institutional quality and competition based on stakeholder satisfaction.
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