| Summary: | ABSTRACT
Background: AI-Islam Nursing Academy market its product by brochure, radio com¬mercial and community services this far. It needs to develop marketing mix strategy (product, price, place, promotion, and personal traits or 5P) to effectively achieve and take care potential customers. This study was aimed to know the alumni and management's perception in the context of marketing mix (5P).
Methods: This was a non-experimental study using cross-sectional design, and de¬scriptive qualitative approach. Subjects were 92 alumni and 2 persons from manage¬ment of the academy. Measurement used was questionnaire sent to the alumni by mail, and interview guide to the management.
Result: This study showed that alumni are not satisfied with the product. The greater number came from administration and finance services (69,56%), also lecture and human resources. Second, though price was not expensive, but the amount of money paid was not sufficient and incomparable to the dormitory facilities (56,52%). For the third element, place, the main problem was the noisy environment (78,26%). Fourth, most respondents recognized AI-Islam from brochure (84%), and the rest recog¬nized from the other promotion strategy such as, radio commercial, and community services. And the last, of personal traits, from the alumni's point of view, management did not show high commitment and empower the academy resources, and also they were not responsive to the progress of the academy.
Conclusion: Alumni perception toward product, place, and personal traits were not satisfied, but they were satisfied with price and promotion. It is suggested to conduct an extensive marketing research that involves the alumni but also other nursing acad¬emy or other university, society, and environment.
Keywords: marketing mix, nursing academy, alumni, management.
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