This thesis is entitled “Marketing Management Play Group as an Effort to Attract

Parents of Learners at Baitul Muttaqien Playgroup”. The writing of this thesis aims to

describe the management of marketing management at Baitul Muttaqien playgroup and

parents' interest in Baitul Muttaqien playgroup with a descriptive qualitative approach. The

research was conducted at Baitul Muttaqien Playgroup Lidah Wetan, Surabaya with data

sources namely the head of the playgroup, coach, two teaching staff and five parents of

students with data collection techniques interviews, participatory observation and

documentation. Then the data is analyzed by data collection, data reduction, data

presentation and conclusion drawing. From the research that has been done, the result of this

study is that reality marketing management has four components, namely people, processes,

programs and performance. The people component, which refers to the human resources of

the institution, is one of the two components that interest parents of students. Programs

related to the products provided in the form of educational services is a component that

attracts the interest of parents of students. The interest of parents of learners is dominated by

referential interest and preferential interest. Referential interest is shown through the

tendency to refer KB-RA Baitul Muttaqien to people around. Preferential interest is the

tendency of parents of students to choose an educational institution with reference to the criteria of each parent.

Keywords: Marketing management, playgroup, interest