STRATEGI PEMASARAN PENDIDIKAN DI MTS GUPPI 1 KESUMADADI LAMPUNG TENGAH

NENY, TRI YULIANI (2023) STRATEGI PEMASARAN PENDIDIKAN DI MTS GUPPI 1 KESUMADADI LAMPUNG TENGAH. Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Penelitian ini dilakukan karena di MTs Guppi 1 Kesumadadi Lampung Tengah mengalami penurunan jumlah murid ditengah persaingan pendidikan. Penelitian ini bertujuan untuk mengetahui bagaiamana penerapan bauran pemasaran jasa pendidikan di MTs Guppi 1 Kesumadadi Lampung Tengah. Penelitian ini merupakan penelitian kualitatif dengan sumber data berupa dokumen dan hasil wawancara. Pengumpulan data dilakukan dengan cara observasi lapangan, wawancara dengan kepala sekolah, waka kurikulum, Guru, tata usaha. Hasil penelitian menunjukkan bahwa strategi pemasaran pendidikan di MTs Guppi 1 Kesumadadi Lampung Tengah masih kurang baik. yaitu :1) Produk (Product), MTs Guppi 1 Kesumadadi Lampung Tengah menawarkan produk berupa program tahfiz, pencak silat, rohis, pramuka, voly dan futsal. 2) Harga (Price), harga yang ditetapkan oleh MTs Guppi 1 Kesumadadi Lampung Tengah yaitu Rp. 500.00 untuk per 1 tahunnya. 3) Tempat (Place), MTs Guppi 1 Kesumadadi Lampung Tengah terletak ditempat yang strategis karena mudah dijangkau oleh masyarakat. 4) Promosi (Promotion), promosi yang dilakukan MTs Guppi 1 Kesumadadi Lampung Tengah melalui brosur, facebook, whatsapp, dan promosi secara langsung oleh masyarakat. 5) Orang (People), kualifikasi akademik tenaga pendidik sudah cukup baik telah memenuhi kriteria kepegawaian. 6) Bukti Fisik (Physical evidence), sarana dan prasarana di MTs Guppi 1 Kesumadadi Lampung Tengah sudah cukup memadai dan menunjang kegiatan proses belajar mengajar. 7) Proses (Process), proses di MTs Guppi 1 Kesumadadi Lampung Tengah yaitu seleksi penerimaan calon peserta didik baru dengan cara tes tertulis, bacatulis al-qur‟an. MTs Guppi 1 Kesumadadi Lampung Tengah masi menggunakan kurikulum K13. Kata kunci : Strategi Pemasaran,Jasa Pendidikan. iv ABSTRACT This research was conducted because at MTs Guppi 1 Kesumadadi, Central Lampung, there was a decrease in the number of students amid educational competition. This study aims to find out how the marketing mix of educational services is implemented at MTs Guppi 1 Kesumadadi Central Lampung. This research is a qualitative research with data sources in the form of documents and interview results. Data collection was carried out by means of field observations, interviews with school principals, vice curricula, teachers, and administration. The results showed that the educational marketing strategy at MTs Guppi 1 Kesumadadi Central Lampung was still not good. namely: 1) Products, MTs Guppi 1 Kesumadadi Central Lampung offers products in the form of tahfiz, martial arts, spiritist, scout, volleyball and futsal programs. 2) Price (Price), the price set by MTs Guppi 1 Kesumadadi Central Lampung is Rp. 500.00 for 1 year. 3) Place, MTs Guppi 1 Kesumadadi Central Lampung is located in a strategic place because it is easy to reach by the community. 4) Promotion, promotion carried out by MTs Guppi 1 Kesumadadi Central Lampung through brochures, Facebook, WhatsApp, and direct promotion by the public. 5) People, the academic qualifications of the teaching staff are good enough to meet the staffing criteria. 6) Physical evidence, facilities and infrastructure at MTs Guppi 1 Kesumaddai Central Lampung are sufficient and support the teaching and learning process. 7) Process, the process at MTs Guppi 1 Kesumadadi Central Lampung, is the selection of prospective new students by means ofwritten tests, reading and writing the al-qur‟an Keywords: Marketing Strategy, Educational Services.

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