STRATEGI PROMOSI DALAM MEREKRUT PESERTA DIDIK BARU DI SMP AL-HUDA JATIAGUNG LAMPUNG SELATAN

DWI, RAHAYU UTAMI (2024) STRATEGI PROMOSI DALAM MEREKRUT PESERTA DIDIK BARU DI SMP AL-HUDA JATIAGUNG LAMPUNG SELATAN. Diploma thesis, UIN RADEN INTAN LAMPUNG.

	PDF Download (4MB)
	PDF Restricted to Repository staff only Download (4MB)

Abstract

ABSTRAK Strategi promosi merupakan kegiatan yang direncanakan secara fundamental dengan tujuan untuk memberikan informasi dan mempengaruhi konsumen sehingga dapat mencapai tujuan promosi yaitu terjadinya pembelian atas produk yang ditawarkan. Dalam upaya merekrut calon peserta didik yaitu dengan menerapkan strategi bauran promosi. Metode-metode bauran promosi meliputi periklanan, personal selling, promosi penjualan dan hubungan masyarakat. Tujuan dari penelitian ini yaitu untuk mendeskripsikan tentang strategi bauran promosi yang diterapkan SMP Al-Huda Jatiagung dalam merekrut calon peserta didik. Penelitian ini menggunakan metode deskriptif dengan pendekatan kualitatif. Teknik pengumpulan data dalam penelitian ini melalui wawancara, observasi dan studi dokumentasi. Analisis data yang digunakan dalam penelitian ini diantaranya reduksi data, penyajian data dan penarikan kesimpulan. Adapun teknik pengecekan keabsahan data yang digunakan yaitu triangulasi sumber dan triangulasi teknik. Berdasarkan hasil penelitian, maka dapat disimpulkan bahwa penerapan strategi bauran promosi yang dilakukan SMP Al-Huda Jatiagung belom optimal dalam merekrut calon peserta didik. Terbukti dengan adanya data penurunan jumlah peserta didik setiap tahunnya. Adapun strategi yang digunakan yaitu 4 bauran promosi; 1) Advertising (Periklanan), 2) Personal Selling (Penjualan perorangan), 3) Sales promotion (Promosi Penjualan), 4) Public Relations (Hubungan masyarakat). Dari beberapa bauran promosi tersebut, periklanan menjadi salah satu strategi yang sering digunakan dengan memanfaatkan berbagai media online seperti WhatsApp Grup, Website, YouTube, Instagram dan Facebook. Kata Kunci : Strategi Promosi, Merekrut Peserta Didik Baru iv ABSTRACT A promotional strategy is a fundamentally planned activity with the aim of providing information and influencing consumers so that they can achieve promotional objectives, namely purchasing the products offered. In an effort to recruit prospective students, namely by implementing a promotional mix strategy. Promotion mix methods include advertising, personal selling, sales promotion and public relations. The aim of this research is to describe the promotion mix strategy implemented by Al-Huda Jatiagung Middle School in recruiting prospective students. This research uses a descriptive method with a qualitative approach. Data collection techniques in this research are through interviews, observation and documentation studies. Data analysis used in this research includes data reduction, data presentation and drawing conclusions. The data validity checking techniques used are source triangulation and technical triangulation. Based on the research results, it can be concluded that the implementation of the promotional mix strategy carried out by Al-Huda Jatiagung Middle School has not been optimal in recruiting prospective students. This is proven by data on the decline in the number of students every year. The strategies used are 4 promotional mixes; 1)Advertising, namely using online media and print media, 2) Personal Selling, namely by using the word of mouth method and visiting elementary school institutions directly, 3) Sales promotion, namely by offering school programs and 4) Public Relations namely by introducing school activities such as extracurriculars and others in order to attract people to send their children to Al-Huda Middle School. Of the several promotional mixes, advertising is one strategy that is often used by utilizing various online media such as WhatsApp Groups, Websites, YouTube, Instagram and Facebook. Keywords : Promotion Strategy, Recruiting New Students

Actions (login required)

View Item