Analisis Strategi Integrated Marketing Communication dalam Penerimaan Peserta Didik Baru di Lembaga Pendidikan
Abstract Educational institutions in general public schools rarely use marketing strategies in getting new students. This is due to one of them because the public school when the acceptance of new learners have been flooded with new prospective students, but different things happen in the average o...
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| Main Author: | |
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| Format: | Article |
| Language: | English |
| Published: |
Ikatan Keluarga Alumni UIN Prof. K.H. Saifuddin Zuhri Purwokerto
2016-05-01
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| Series: | Jurnal Kependidikan |
| Subjects: | |
| Online Access: | https://ejournal.uinsaizu.ac.id/index.php/jurnalkependidikan/article/view/2806 |
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| Summary: | Abstract
Educational institutions in general public schools rarely use marketing
strategies in getting new students. This is due to one of them because the
public school when the acceptance of new learners have been flooded with
new prospective students, but different things happen in the average of
private schools. The purpose of this paper is to examine how Integrated
Marketing Communication (IMC) which consists of advertising, sales
promotion, public relations & publicity and direct marketing, of New
Student Admissions (PPDB) in private schools, especially the newly
established private schools. Due to the reality in society many public
perceptions that private schools are less interested in society because they
think that private schools do not have good quality compared to state
schools. For that it needs new breakthroughs to increase the number of new
learners in accordance with the target expected by the educational institution
is through Integrated Marketing Communication (IMC).
Abstrak
Lembaga pendidikan secara umum terutama di sekolah-sekolah negeri jarang
sekali menggunakan strategi marketing dalam mendapatkan siswa-siswi
baru.Ini disebabkan salah satunya karena sekolah negeri ketika penerimaan
peserta didik baru sudah kebanjiran calon siswa baru, tetapi hal berbeda
terjadi di rata-rata sekolah swasta.Tujuan penulisan ini adalah mengkaji
bagaimana Integrated Marketing Communication (IMC) yang terdiri dari
advertising, sales promotion, public relation & publicity serta direct
marketing, terhadap Penerimaan Peserta Didik Baru (PPDB) di sekolahsekolah
swasta terutama sekolah swasta yang baru berdiri.Karena realita yang
terjadi di masyarakat banyak persepsi-persepsi masyarakat bahwa sekolahsekolah
swasta kurang di minati oleh masyarakat karena menganggap bahwa sekolah-sekolah swasta tidak memiliki kualitas yang bagus di bandingkan
sekolah-sekolah negeri.Untuk itu perlu adanya terobosan-terobosan baru
guna meningkatkan jumlah peserta didik baru sesuai dengan target yang
diharapkan oleh lembaga pendidikan tersebut yaitu melalui Integrated
Marketing Communication (IMC).
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| ISSN: | 2355-018X 2598-4845 |