IMPLEMENTASI MANAJEMEN PEMASARAN DI SD MUHAMMADIYAH PURBAYAN YOGYAKARTA

Tsania Salamatul Umi, NIM.: 19104090076 (2023) IMPLEMENTASI MANAJEMEN PEMASARAN DI SD MUHAMMADIYAH PURBAYAN YOGYAKARTA. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The background to this research begins with SD Muhammadiyah Purbayan which has good marketing, is accredited A, has adequate facilities and facilities, has a superior program for accelerating iqro' reading and memorizing juz 30, and relatively cheap payments. This research explains the marketing management strategy for accepting new students at SD Muhammadiyah Purbayan. This research uses qualitative methods using data collection techniques, namely, observation, interviews and documentation. The subjects of this research are the Principal, Chair of the PPDB, Guardian. Data analysis techniques are transcibing, coding, grouping, comparing and contrasting. Meanwhile, data validity techniques use source triangulation and technical triangulation. The results of this research show that: (1) the implementation of the marketing strategy at SD Muhammadiyah Purbayan uses the POAC strategy (planning, organizing, actuating, controlling) (a) the planning aspect of the marketing strategy at SD Muhammadiyah Purbayan is carried out by the principal, this is because planning carried out will be organized more effectively. The planning marketing strategy created is: forming a PPDB team, developing a program with the PPDB committee, looking for a kindergarten school to socialize PPDB, identifying community interests and needs and creating a schedule or timeline for marketing activities by conducting evaluations. (b) The organizing aspect of SD Muhammadiyah is carried out by forming a PPDB committee to ensure the PPDB process runs smoothly, facilitating communication between committees. (c) the actuating aspect of SD Muhammadiyah Purbayan is carried out by carrying out the work program that has been created in the planning, the work program carried out includes determining targets, making brochures, flyers and posters, outreach to kindergartens, promotion by word of mouth, promotion on social media and cost cutting strategies in each PPDB wave. (d) the controlling aspect of SD Muhammadiyah Purbayan is carried out by holding monthly evaluations (2) The obstacles at SD Muhammadiyah Purbayan in marketing are (a) there are many other favorite schools in SD Muhammadiyah Purbayan, (b) the strategy that has been made is not in accordance with the initial planning , (c) the marketing reach of SD Muhammadiyah Purbayan is not very far.

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