Perumusan Model Strategi Pemasaran Kolaboratif Berbasis Resource-Based View Pada Jaringan Lembaga Pendidikan Darul Abror
DOI:
https://doi.org/10.52434/jesm.v5i01.862Kata Kunci:
Resource-Based View, strategi pemasaran kolaboratif, jaringan pendidikan Islam, keunggulan kompetitif, Relational ViewAbstrak
Tantangan persaingan lembaga pendidikan swasta menuntut perumusan strategi pemasaran yang mampu menciptakan keunggulan kompetitif berkelanjutan. Penelitian ini bertujuan untuk menganalisis pemanfaatan sumber daya internal dan merumuskan model strategi pemasaran kolaboratif pada Jaringan Lembaga Pendidikan Darul Abror, yang menaungi enam satuan pendidikan berjenjang (TK–SMK) di bawah tiga yayasan berbadan hukum otonom. Fenomena empiris menunjukkan sebuah anomali dimana tingginya kepuasan pengguna layanan berbanding terbalik dengan rendahnya tingkat retensi peserta didik antarjenjang, seperti transisi kelulusan SDIT ke SMPIT yang hanya berkisar 10%. Penelitian ini menggunakan pendekatan kualitatif dengan desain studi kasus tunggal terpancang yang diperkaya oleh data kuantitatif deskriptif berupa pengukuran Net Promoter Score (NPS). Analisis komprehensif dilakukan menggunakan kerangka VRIO dari perspektif Resource-Based View (RBV) yang diintegrasikan dengan teori Relational View. Hasil penelitian memvalidasi bahwa 38% sumber daya unit jaringan telah mencapai status Sustained Competitive Advantage (SCA), didominasi oleh aset tak berwujud seperti budaya pesantren dan inovasi program. Meskipun mutu sumber daya terbukti unggul, rendahnya keberlanjutan peserta didik antarjenjang disebabkan oleh praktik pemasaran yang masih bersifat terkotak-kotak (silo) dan ketiadaan tata kelola kolaboratif lintas-yayasan. Sebagai solusi, penelitian ini merumuskan model strategi pemasaran kolaboratif berbasis sumber daya yang berpijak pada fondasi Forum Pengarah Bersama Tiga Yayasan (FPB-3Y), yang ditopang tiga pilar utama: penciptaan aset spesifik relasi, rutinitas berbagi pengetahuan, dan pemanfaatan sumber daya komplementer. Implikasi teoretis dari penelitian ini mendesak perlunya perluasan dimensi Organized dalam RBV menjadi Organized-across-units untuk memfasilitasi penciptaan rente relasional pada ekosistem institusi multi-yayasan.
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