Marketing and Religious Communication Minority Schools in Indonesia
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Abstract
This study explains Christian schools' value (minority) and it can compete with majority schools in Indonesia. The objective explains marketing and religious communication which is used by minority schools in Indonesia. This research is used descriptive - qualitative. The data collection technique was carried out by direct interview method with the marketing manager, principal, and head of the foundation. The results showed that the strength of religious values in Christian schools has affected parents choose Christian schools as formal education for their children. the communication concept of this school is words of mouth. Words of mouth build intensive interactions between parents and schools so they have clear school information. The function of marketing communication by schools to convince, confirm, eliminate uncertainty and eliminate doubts from parents about Christian schools. Words of mouth is a communication strategy that has been successfully carried out by schools to churches, communities, and organizations so parents decide their children to choose Christian schools and it’s interesting and trusted.
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