STRATEGI RELATIONSHIP MARKETING PENDIDIKAN DI SMK MIFTAHUL ULUM BANDAR LAMPUNG

ENENG, RAHMA FAUZIAH (2024) STRATEGI RELATIONSHIP MARKETING PENDIDIKAN DI SMK MIFTAHUL ULUM BANDAR LAMPUNG. Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Persaingan dalam dunia pendidikan menjadi tidak terhindarkan, mendorong banyak lembaga pendidikan untuk bekerja sama dalam mempertahankan lembaganya, Pemahaman yang mendalam tentang Pemasaran pendidikan dahulu dianggap tabu tetapi kini menjadi strategi yang diperlukan untuk membangun citra positif lembaga. Strategi pemasaran pendidikan menjadi kunci dengan fokus pada elemen seperti promosi, respons terhadap kebutuhan pelanggan, dan penciptaan nilai kepuasan pasar. Pentingnya pemasaran hubungan (Relationship Marketing) juga ditekankan sebagai pendekatan strategis dalam membangun koneksi yang menguntungkan dengan berbagai pihak termasuk pelanggan. Penelitian ini menggunakan metode deskriptif kualitatif melalui wawancara, observasi, dan dokumentasi, serta sumber data primer dan sekunder. Analisis data dilakukan melalui reduksi data, penyajian data, dan penarikan kesimpulan, sedangkan uji keabsahan data menggunakan triangulasi sumber. Hasil penelitian menunjukkan bahwa Strategi Relationship Marketing Pendidikan Di SMK Miftahul Ulum Bandar Lampung, mengilustrasikan pentingnya strategi pemasaran yang tepat melalui kerjasama dengan pondok pesantren, lembaga ini berhasil menjangkau target pasar yang sesuai dengan nilai dan kebutuhan pendidikan yang mereka tawarkan. Temuan penelitian ini meliputi: 1) Kepala Yayasan mengetahui cara menjaga kepercayaan hubungan baik dengan pelanggan. 2) Kepala Yayasan mampu mempertahankan komitmen dimana kedua belah pihak memahami konsekuensi yang telah disepakati. 3) Kepala Yayasan selalu menengahi komunikasi dimana komunikasi selalu diutamakan dalam kerjasama, baik dalam menangani masalah maupun kesalahpahaman. 4) Penanganan yang baik dalam kerja sama ini baik dan tidak membeda bedakan. Lembaga menegaskan bahwa pemasaran pendidikan tidak hanya tentang komersialisasi, tetapi juga memperkuat hubunga. Kata Kunci: Pendidikan, Strategi, Relationship Marketing. iii ABSTRACT Competition in the world of education has become inevitable, encouraging many educational institutions to cooperate in maintaining their institutions, A deep understanding of education marketing used to be considered taboo but now it is a necessary strategy to build a positive image of the institution. Educational marketing strategies are key by focusing on elements such as promotion, response to customer needs, and the creation of market satisfaction value. The importance of relationship marketing is also emphasized as a strategic approach in building profitable connections with various parties including customers. This study uses qualitative descriptive methods through interviews, observations, and documentation, as well as primary and secondary data sources. Data analysis was carried out through data reduction, data presentation, and conclusion drawn, while data validity tests used source triangulation. The results of the study show that the Educational Relationship Marketing Strategy at SMK Miftahul Ulum Bandar Lampung, illustrates the importance of the right marketing strategy through collaboration with Islamic boarding schools, this institution has succeeded in reaching the target market in accordance with the values and educational needs they offer. The findings of this study include: 1) The head of the foundation knows how to maintain trust and good relations with customers. 2) The Head of the Foundation is able to maintain the commitment where both parties understand the consequences that have been agreed. 3) The Head of the Foundation always mediates communication where communication is always prioritized in cooperation, both in dealing with problems and misunderstandings. 4) Good handling in this cooperation is good and does not discriminate. The institution asserts that educational marketing is not only about commercialization, but also strengthening relationships. Keywords: Education, Strategy, Relationship Marketing.

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