CD Tesis

Strategi Pemasaran Jasa Pendidikan Di SMA IT Imam Syafii 2 Pekanbaru

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Pekanbaru City has the highest number of private high schools in Riau Province with a total of 43 schools currently, and SMA IT Imam Syafii 2 Pekanbaru is one of them. This indicates that there is competition between schools with increasingly diverse community choices. For this reason, schools need to show their excellence and uniqueness so that they can continue to exist and win the competition by marketing schools to disseminate their vision and mission more broadly. As a school that has recently been established, being able to be in the top 10 private schools that are most in demand by the public with the progress of increasing students every year, of course this achievement is something that is interesting to study further about the marketing of educational services carried out by SMA IT Imam. Syafii 2 Pekanbaru.
This study aims to: (1) obtain an overview of the educational services marketing strategy by applying the concept of 7 aspects of the educational services marketing mix which includes 7P (product, price, promotion, place, people, process and physical evidence) at SMA IT Imam Syafii 2 Pekanbaru. ; (2) obtain an overview of internal and external factors based on the SWOT analysis model at SMA IT Imam Syafii 2 Pekanbaru. This type of research is development research with a qualitative descriptive approach, where any data obtained will be represented qualitatively. Data collection techniques were carried out by observation, interviews and documentation with research instruments using observation grids, interview guides, and documentation grids. The type of data obtained is in the form of qualitative descriptive data with data analysis techniques consisting of data collection, data reduction, data presentation in the form of systematic descriptions, the final step is to carry out a complete unification to produce conclusions.
Based on the results of research that has been processed and analyzed, it is known that the application of the marketing mix aspects of educational services which includes the 7P aspect at SMA IT Imam Syafii 2 Pekanbaru begins by offering differentiation of habituation and programs that integrate general and religious aspects with the determination of educational costs targeting middle and upper economic groups but by providing discount facilities in order to attract new prospective students. Schools fulfill all aspects of the location to support their school marketing and utilize online media, print media, internal, mouth to mouth, and various social activities as a form of promotional activities, but internal promotion and mouth to mouth are proven to be the most effective in attracting new students. The school provides friendly and caring services to students, as well as the implementation of various activities to maintain the quality of GTK. For the availability of space, SMA IT Imam Syafii is very adequate and fairly good, but for the completeness of the tools and materials in the laboratory it is still in the procurement stage through the foundation. Schools realize the process of daily activities by collaborating with various agencies to support improving the quality
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of the learning process. For an overview of internal and external factors based on the SWOT matrix analysis model, it is known that SMA IT Imam Syafii 2 Pekanbaru can maximize all its strengths to seize opportunities so that they can jointly suppress weaknesses and threats that arise from outside.
Keywords: Marketing mix, 7P, product, price, promotion, place, people,
process, physical evidence, and SWOT

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

10 04. 221 (0002)

Penerbit

Pekanbaru : Universitas Riau – Pascasarjana – Tesis Administrasi Pendidikan., 2021

Deskripsi Fisik

xi, 158 hlm.: ill.: 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

10 04. 221 (0002)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

ADMINISTRASI PENDIDIKAN

Info Detail Spesifik

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Pernyataan Tanggungjawab

FATAH

Versi lain/terkait

Lampiran Berkas

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