STRATEGI PEMASARAN PENDIDIKAN DAN IMPLIKASINYA PADA CITRA SD IT WAHDATUL UMMAH METRO

ARNETTA, SAVIKA GUSTIN (2024) STRATEGI PEMASARAN PENDIDIKAN DAN IMPLIKASINYA PADA CITRA SD IT WAHDATUL UMMAH METRO. Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Penerapan strategi pemasaran yang dilakukan SD IT Wahdatul Ummah Metro dalam memperkenalkan sekolah tersebut ternyata telah membawa citra yang baik di kalangan masyarakat. Meski masih banyak sekolah lain yang menjadi pesaing, SD IT Wahdatul Ummah Metro masih dipercaya oleh sebagian masyarakat yang setia berinvestasi dalam pendidikan di sekolah ini. Tujuan dari penelitian ini adalah untuk mengetahui bagaimana SD IT Wahdatul Ummah Metro Pendekatan penelitian ini adalah deskriptif kualitatif. Teknik pengumpulan data meliputi wawancara, observasi dan dokumentasi. Peneliti menganalisis data yang ditemukan di lapangan dengan menguji keabsahan data menggunakan triangulasi teknis. Hasil penelitian ini menunjukkan bahwa penerapan strategi pemasaran edukasi dalam meningkatkan citra berada pada taraf ideal dilihat dari beberapa aspek diantaranya 1. produk. Produk berupa program kegiatan ekstrakurikuler yang ditawarkan oleh SD IT Wahdatul Ummah antara lain Bercerita Gambar, Catur, Qiro'ah, Kerajinan Tenun dll. 2. Harga, SD IT Wahdatul Ummah sangat memperhatikan kondisi atau kemampuan masyarakat sekitar atau segmen pasar sasaran yang mayoritas memiliki kemampuan finansial menengah ke atas. Jadi biaya yang dipatok pihak sekolah cukup tinggi namun masih terjangkau oleh masyarakat. 3.Tempat, SD IT Wahdatul Ummah berada pada tempat yang strategis untuk melaksanakan kegiatan pendidikan. 4. Promosi. Bentuk kegiatan promosi yang dilakukan SD IT Wahdatul Ummah antara lain promosi melalui orang tua siswa, media cetak, media sosial, promosi melalui lulusan atau keluaran sekolah yang berprestasi. 5. SDM Sekolah Rakyat memberikan pelatihan bagi guru. 6. Bukti fisik, sarana, prasarana dan sarana yang disediakan SD IT Wahdatul Ummah sudah memadai. 7. Proses, proses pembelajaran di SD IT Wahdatul Ummah sudah cukup baik dengan menerapkan konsep terpadu yaitu memadukan aspek sains dan ilmu agama yang menarik minat masyarakat. Kata Kunci: Strategi pemasaran pendidikan, citra sekolah iii ABSTRACT The implementation of the marketing strategy carried out by SD IT Wahdatul Ummah Metro in introducing the school has apparently brought a good image among the community. Even though there are many other schools that are competitors, SD IT Wahdatul Ummah Metro is still trusted by some people who are loyal to investing in education in this school. The aim of this research is to find out how the Wahdatul Ummah Metro IT Elementary school is This research approach was descriptive qualitative. Data collection techniques include interviews, observation and documentation. Researchers have analyzed the data that has been found in the field by testing the validity of the data using technical triangulation. The results of this research indicate that the implementation of educational marketing strategies in improving the image is at an ideal level seen from several aspects including 1. product. The products in the form of extracurricular activity programs offered by SD IT Wahdatul Ummah include Storytelling Pictures, Chess , Qiro'ah, Weaving Crafts etc. 2. Price, SD IT Wahdatul Ummah really takes into account the conditions or capabilities of the surrounding community or the target market segment, the majority of whom have middle and upper financial capabilities. So the fees set by the school are quite high but still affordable to the community. 3.Place, SD IT Wahdatul Ummah is in a strategic place for carrying out educational activities. 4. Promotion. The forms of promotional activities carried out by SD IT Wahdatul Ummah include promotion through student parents, print media, social media, promotion through graduates or school output with achievements. 5. People School HR provides training for teachers. 6. Physical evidence, facilities, facilities and infrastructure provided by SD IT Wahdatul Ummah are adequate. 7. Process, the learning process at SD IT Wahdatul Ummah is quite good by implementing an integrated concept, namely combining aspects of science and religious knowledge which attract the public. Keywords: Education marketing strategy, school image

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