CD Tesis

analisis program promosi sekolah dalam penerimaan peserta didik baru di smp it raudhatur rahma pekanbaru

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The education sector in Indonesia continues to experience significant
dynamics. One of the key challenges faced by educational institutions,
particularly at the junior high school level, is the increasingly intense competition
in attracting prospective students. Amid this phenomenon, SMP IT Raudhatur
Rahma Pekanbaru has experienced a decline in new student enrollment over the
past four years, from 60 students in the 2021/2022 academic year to only 38
students in 2024/2025. This decline raises questions regarding the effectiveness of
the school's promotional strategies.
This study aims to analyze the implementation of the promotional program
carried out by the school in the context of New Student Admissions (PPDB),
identify the types of promotion used, and reveal the challenges that hinder the
effectiveness of the promotional efforts. The research employed a descriptive
qualitative approach, using data collection techniques such as in-depth
interviews, direct observation, and documentation. The data were analyzed
through the stages of data reduction, data display, and conclusion drawing.
The results of the study show that the implementation of the promotional program
has included the elements of the 7P marketing mix for services, with its main
strengths in the product aspect—featuring flagship programs such as tahfidz,
tahsin, and Islamic character-building—and a flexible pricing system through
special discounts. However, the weakest element in the 7P implementation is the
“People” component (Human Resources), due to the absence of a dedicated
promotional team to manage promotion activities professionally. Other weak
areas include Promotion, Physical Evidence, and Process, as digital promotion
has not been maximized, the school’s visual identity remains modest, and the
promotional process lacks structured evaluation based on data. The types of
promotional strategies used by the school combine several models, namely AIDA,
STP, and the Promotion Mix. Among these, the STP model is considered the most
relevant, as it effectively guides accurate market segmentation, targeting that
aligns with the surrounding community, and positions the school as a leading
Islamic educational institution. The AIDA and Promotion Mix models contribute
to shaping communication strategies, although their implementation remains
suboptimal in several stages.
The main challenges identified in the implementation of promotion include
the absence of a specialized promotional team, limited use of digital media, lack
of physical promotional infrastructure, and the cancellation of the PPDB for the
2024 academic year, which reflects the impact of previously weak promotional
strategies. This situation indicates the urgent need for a comprehensive
reformulation of the school’s promotional strategy. The strength of this research
lies in its integrated use of several promotional models and its specific focus on
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Islamic school contexts, offering both theoretical and practical contributions to
educational management studies. However, a notable limitation is its restricted
scope to a single school and the absence of a quantitative approach to measure
public perception statistically.
The study concludes that the effectiveness of school promotion programs is
highly determined by having a well-organized promotional structure, optimal use
of digital media, and targeted communication strategies. The STP model is
recommended as the primary approach in designing a more adaptive and
sustainable school promotion strategy.
Keywords: Promotion Program, New Student Admission, 7P Strategy, STP
Model, Islamic School.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2210247820

Penerbit

Pekanbaru : UNRI – PASCA – Magister Administrasi Pendidikan., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2210247820

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MAGISTER ADMINISTRASI PENDIDIKAN

Info Detail Spesifik

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Pernyataan Tanggungjawab

Rahmat

Versi lain/terkait

Lampiran Berkas

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