STRATEGI PROMOSI BERBASIS DIGITAL MARKETING DALAM MENINGKATKAN MINAT PESERTA DIDIK BARU DI MAN 1 BANDAR LAMPUNG

DEDI, FIRMANSYAH (2026) STRATEGI PROMOSI BERBASIS DIGITAL MARKETING DALAM MENINGKATKAN MINAT PESERTA DIDIK BARU DI MAN 1 BANDAR LAMPUNG. Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Persaingan antar lembaga pendidikan terus meningkat seiring bertambahnya jumlah institusi dan tingginya kesadaran masyarakat akan pentingnya pendidikan berkualitas. Kondisi ini menuntut setiap satuan pendidikan untuk mengembangkan strategi promosi yang efektif, terutama pada era digital ketika media daring menjadi saluran utama penyebaran informasi. MAN 1 Bandar Lampung merespons tantangan tersebut dengan menerapkan strategi promosi berbasis pemasaran digital untuk meningkatkan minat peserta didik baru. Penelitian ini bertujuan mendeskripsikan strategi promosi digital yang digunakan serta menganalisis efektivitas penerapan bauran promosi (promotion mix) dalam meningkatkan minat peserta didik baru. Penelitian ini menggunakan metode kualitatif deskriptif melalui wawancara, observasi, dan dokumentasi. Analisis difokuskan pada perencanaan, pelaksanaan, serta hasil strategi promosi digital yang melibatkan berbagai media dan dukungan internal madrasah. Hasil penelitian menunjukkan bahwa promosi digital di MAN 1 Bandar Lampung dilaksanakan secara terencana dan berkelanjutan melalui website resmi, media sosial, flyer dan brosur digital, video profil, serta keterlibatan siswa dan alumni. Penerapan bauran promosi meliputi: (1) Periklanan digital (advertising) melalui konten informatif dan visual pada media sosial, (2) Promosi penjualan (sales promotion) seperti event Saphoria, beasiswa, dan program keringanan biaya, (3) Penjualan personal (personal selling) melalui komunikasi interaktif dan kegiatan internal, (4) Pemasaran langsung (direct marketing) melalui WhatsApp, email, dan layanan konsultasi PPDB, serta (5) Hubungan masyarakat (public relations) melalui pelayanan prima, publikasi prestasi, dan pengelolaan citra madrasah. Secara keseluruhan, strategi promosi digital terbukti efektif dalam meningkatkan minat peserta didik baru serta memperkuat citra positif MAN 1 Bandar Lampung. Kata Kunci: Strategi Promosi, Pemasaran Digital, Promotion Mix. ii ABSTRACT Competition among educational institutions continues to increase along with the growing number of schools and the rising awareness of the importance of quality education. This condition requires each institution to develop effective promotional strategies, especially in the digital era where online media has become the main channel for information dissemination. MAN 1 Bandar Lampung responds to this challenge by implementing digital marketing–based promotional strategies to increase new student interest. This study aims to describe the digital promotional strategies used and analyze the effectiveness of the promotion mix in attracting new students. This research employed a descriptive qualitative method through interviews, observations, and documentation. The analysis focused on the planning, implementation, and outcomes of digital promotional strategies involving various media platforms and internal support from the institution. The results show that digital promotion at MAN 1 Bandar Lampung is carried out in a planned and continuous manner through the official website, social media, digital flyers and brochures, promotional videos, and the involvement of students and alumni. The implementation of the promotion mix includes: (1) Digital advertising through informative and visual content on social media, (2) Sales promotion such as the Saphoria event, scholarships, and financial incentives, (3) Personal selling through interactive communication and internal activities, (4) Direct marketing via WhatsApp, email, and PPDB consultation services, and (5) Public relations through excellent service, publication of achievements, and image management. Overall, digital promotional strategies have proven effective in increasing new student interest and strengthening the positive image of MAN 1 Bandar Lampung. Keywords: Promotion Strategy, Digital Marketing, Promotion Mix.

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