STRATEGI PEMASARAN PENDIDIKAN DALAM MENARIK SISWA BARU DI SMA AL-AZHAR 3 BANDAR LAMPUNG

Rahma, Fadila Hsb (2025) STRATEGI PEMASARAN PENDIDIKAN DALAM MENARIK SISWA BARU DI SMA AL-AZHAR 3 BANDAR LAMPUNG. Diploma thesis, UIN RADEN INTAN LAMPUNG.

	PDF Download (4MB)
	PDF Restricted to Repository staff only Download (6MB)

Abstract

ABSTRAK Strategi pemasaran dalam bidang pendidikan memegang peranan penting, terutama dalam menghadapi era globalisasi yang ditandai oleh kemajuan teknologi dan informasi yang pesat. Setiap institusi memiliki strategi pemasaran yang efektif guna mempertahankan eksistensi dan menarik peserta didik baru. SMA Al Azhar 3 Bandar Lampung merupakan salah satu sekolah swasta yang menerapkan strategi pemasaran guna meningkatkan daya tarik bagi calon peserta didik. Oleh karena itu, penelitian ini dilakukan untuk mengetahui strategi pemasaran pendidikan yang diterapkan oleh SMA Al-Azhar 3 Bandar Lampung dalam menarik siswa baru. Penelitian ini menggunakan pendekatan kualitatif deskriptif. Teknik pengumpulan data dilakukan melalui wawancara, observasi, dan dokumentasi. Subjek penelitian terdiri dari orang tua siswa, siswa, kepala sekolah, waka kesiswaan, bendahara sekolah, waka sarana dan prasarana, humas, tata usaha, guru, dan waka kurikulum. Sumber data primer diperoleh langsung dari wawancara dengan informan, sedangkan data sekunder diperoleh dari dokumentasi. Teknik analisis data dilakukan melalui tiga tahapan, yaitu reduksi data, penyajian data, dan penarikan kesimpulan. Uji keabsahan data dilakukan dengan triangulasi sumber. Hasil penelitian menunjukkan bahwa strategi pemasaran pendidikan yang diterapkan SMA Al-Azhar 3 Bandar Lampung mencakup tujuh aspek bauran pemasaran jasa (7P). 1) Layanan jasa pendidikan ditunjukkan melalui reputasi sekolah, prospek yang melanjutkan ke perguruan tinggi, dan program unggulan. 2) Harga menggunakan sistem paket tahunan. 3) Lokasi sekolah yang aman, nyaman, serta kondusif. 4) Promosi dilakukan melalui media sosial, media cetak, kerja sama dengan media lokal, kegiatan perlombaan, keterlibatan alumni. 5) Orang atau sumber daya manusia terdiri dari 77 orang dengan rasio guru-siswa 1:14 yang tergolong ideal. 6) Fasilitas sekolah meliputi ruang kelas ber-AC, laboratorium, perpustakaan, asrama, ruang podcast, serta masjid. 7) Proses pembelajaran berjalan dengan Kurikulum 2013 dan Kurikulum Merdeka. Simpulan dari penelitian ini adalah bahwa strategi pemasaran pendidikan yang diterapkan SMA Al-Azhar 3 Bandar Lampung telah berjalan secara terstruktur dan efektif, sehingga mampu menarik siswa baru. Kata Kunci: Strategi Pemasaran, Pemasaran, Jasa Pendidikan ii ABSTRACT Marketing strategy in the field of education plays an important role, especially in facing the era of globalization which is marked by rapid advances in technology and information. Every institution has an effective marketing strategy to maintain its existence and attract new students. SMA Al-Azhar 3 Bandar Lampung is one of the private schools that implements marketing strategies to increase attractiveness for prospective students. Therefore, this research was conducted to find out the educational marketing strategies applied by SMA Al-Azhar 3 Bandar Lampung in attracting new students.Therefore, this research was conducted to find out the educational marketing strategies applied by SMA Al-Azhar 3 Bandar Lampung in attracting new students. This research uses a descriptive qualitative approach. Data collection techniques were conducted through interviews, observation, and documentation. The research subjects consisted of parents, students, principal, vice principal of student affairs, school treasurer, vice principal of facilities and infrastructure, public relations, administration, teachers, and vice principal of curriculum. Primary data sources were obtained directly from interviews with informants, while secondary data were obtained from documentation. Data analysis techniques were carried out through three stages, namely data reduction, data presentation, and conclusion drawing. The data validity test was carried out with source triangulation. The results showed that the educational marketing strategy implemented by SMA Al-Azhar 3 Bandar Lampung includes seven aspects of the service marketing mix (7P). 1) Educational services are shown through school reputation, prospects who continue to college, and excellent programs. 2) Prices use an annual package system. 3) The school location is safe, comfortable, and conducive. 4) Promotion is done through social media, print media, cooperation with local media, competition activities, alumni involvement. 5) Human resources consist of 77 people with a teacher-student ratio of 1:14, which is considered ideal. 6) School facilities include air-conditioned classrooms, laboratories, libraries, dormitories, podcast rooms, and mosques. 7) The learning process runs with the 2013 Curriculum and Merdeka Curriculum. The conclusion of this study is that the educational marketing strategy implemented by Al-Azhar 3 Bandar Lampung High School has been structured and effective. Keywords: Marketing Strategy, Marketing, Educational Services

Actions (login required)

View Item