STRATEGI PEMASARAN PENDIDIKAN DALAM MENINGKATKAN CITRA SEKOLAH DI SMK MUHAMMADIYAH 2 BANDAR LAMPUNG

Safitri, Wulandari (2025) STRATEGI PEMASARAN PENDIDIKAN DALAM MENINGKATKAN CITRA SEKOLAH DI SMK MUHAMMADIYAH 2 BANDAR LAMPUNG. Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk menganalisis strategi pemasaran pendidikan dalam meningkatkan citra sekolah di SMK Muhammadiyah 2 Bandar Lampung. Fokus penelitian diarahkan pada penerapan bauran pemasaran 7P, yaitu produk, harga, tempat, promosi, orang, bukti fisik, dan proses. Latar belakang penelitian ini didasari oleh fenomena persaingan antar lembaga pendidikan yang semakin ketat, serta berkurangnya jumlah peserta didik yang menuntut sekolah untuk merancang strategi pemasaran yang lebih efektif dan inovatif. Metode penelitian yang digunakan adalah deskriptif kualitatif. Data diperoleh melalui observasi, wawancara, dan dokumentasi, kemudian dianalisis secara mendalam. Hasil penelitian menunjukkan bahwa meskipun sekolah menghadapi penurunan jumlah peserta didik, upaya pemasaran telah dilakukan melalui peningkatan kualitas layanan, pemanfaatan media sosial, website resmi, testimoni alumni, dan kegiatan promosi langsung. Strategi ini terbukti mampu memberikan kontribusi terhadap penguatan citra sekolah, meskipun implementasinya masih perlu ditingkatkan terutama dalam optimalisasi media digital dan inovasi promosi. Penelitian ini menyimpulkan bahwa integrasi strategi pemasaran berbasis digital, pemanfaatan alumni sebagai duta sekolah, serta peningkatan kualitas layanan pendidikan merupakan faktor penting untuk membangun citra positif sekolah dan meningkatkan daya saing di era persaingan global. Kata kunci : Strategi pemasaran, pendidikan, citra sekolah, bauran pemasaran 7P ii ABSTRACT This study aims to analyze educational marketing strategies in improving school image at SMK Muhammadiyah 2 Bandar Lampung. The research focus is directed at the application of the 7P marketing mix, namely product, price, place, promotion, people, physical evidence, and process. The background of this research is based on the phenomenon of increasingly fierce competition among educational institutions, as well as the decreasing number of students who require schools to design more effective and innovative marketing strategies. The research method used is descriptive qualitative. Data were obtained through observation, interviews, and documentation, then analyzed in depth. The results showed that although the school faced a decline in the number of students, marketing efforts have been made through improving service quality, utilizing social media, official websites, alumni testimonials, and direct promotional activities. This strategy is proven to be able to contribute to strengthening the school's image, although its implementation still needs to be improved, especially in optimizing digital media and promotional innovations. This study concludes that the integration of digital-based marketing strategies, the utilization of alumni as school ambassadors, and the improvement of the quality of educational services are important factors to build a positive image of the school and increase competitiveness in the era of global competition. .Keywords : Marketing strategy, education, school image, 7P marketing mix

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