Strategi pemasaran jasa pendidikan Sekolah Menengah Atas : Studi kasus di Sekolah Menengah Atas Daarut Tauhid Boarding School Putra

Wiliandini, Siska (2020) Strategi pemasaran jasa pendidikan Sekolah Menengah Atas : Studi kasus di Sekolah Menengah Atas Daarut Tauhid Boarding School Putra. Masters thesis, UIN SUNAN GUNUNG DJATI.

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Abstract

This title is based on the problems that indicate that The number of students who are not accepted in SMA Daarut Tauhiid Boarding School Putra tends to increase every year. In other words, interest in education services continues to increase every year. This indicates that SMA DTBS Putra has an advantage in competitiveness, which is something unique that is not owned or not owned by its competitors. This research topic also departs from the orientation of the non-profit educational services marketingThis means that the intended competitive advantage is not to seek profit, but an effort to organize quality-oriented education. In order to gain an advantage in competitiveness, a good marketing strategy concept is needed in its management. Based on these problems, the researcher determines the focus of the study as follows: 1) The planning process of education service marketing strategies, 2) implementation of the marketing mix marketing strategy, 3) evaluation of the marketing mix strategy. The research method used is a descriptive method with a qualitative approach using a case study research design. Sources of research data are school principals, deputy head of public relations schools, educational staff and students. The results obtained from this study include: 1) The process of planning a marketing strategy for educational services shows that there is a strategic marketing role at each level of leadership in the Daarut Tauhid education environment, namely the role of marketing at the level of corporate leadership (Director of Education at DT), the role of marketing at the leadership level unit (Principal SMA) and the role of marketing at the level of operational leadership (Deputy Head of Public Relations). 2) the implementation of a marketing mix strategy for educational services which includes strengthening the certainty of program implementation and adjustment in changing current market demands. The implementation of the marketing mix is summarized in the 9P components, including: product, price, place, promotion, human resources (person), physical facilities (physical evidence), service process (process), value protocol ( Protocol of value) and pandemic (Pandemic). 3) evaluation of the marketing mix strategy is carried out by measuring the level of public interest in educational service products and measuring the extent to which the marketing mix strategy is implemented which can provide satisfaction to the community using education services at SMA Daarut Tauhiid Boarding School Putra. The author suggests that the procedures for preparing an education service marketing strategy plan can be neatly documented. The marketing role at every level of leadership should be strengthened, so that it has more synergistic power. In implementing the marketing mix of marketing services, the 9P component should be increased to the level of continuous improvement in order to support the achievement of the results of the strategies used. In addition, it should improve skills and competencies regarding the stages of strategy evaluation activities through participation in institutional development and training that shows the characteristics of Daarut Tauhiid.

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