eprintid: 56148
rev_number: 12
eprint_status: archive
userid: 12460
dir: disk0/00/05/61/48
datestamp: 2023-02-13 03:55:39
lastmod: 2023-02-13 03:55:39
status_changed: 2023-02-13 03:55:39
type: thesis
metadata_visibility: show
contact_email: muh.khabib@uin-suka.ac.id
creators_name: Muhammad Solikhin, NIM.: 20204092010
title: BLUE OCEAN STRATEGIC DALAM MEMPERKUAT BRAND IMAGE MANAJEMEN PEMASARAN LEMBAGA PENDIDIKAN VOKASIONAL ISLAM  (STUDI KASUS DI SMK MUHAMMADIYAH PRAMBANAN)
ispublished: pub
subjects: manj_pend
subjects: met_pemb
subjects: sb_Pemasaran
divisions: mpi_s2
full_text_status: restricted
keywords: Blue Ocean Strategic, Brand Image, Manajemen Pemasaran
note: Pembimbing: Dr. Nur Saidah, M.Ag.
abstract: Islamic vocational education institutions are experiencing a crisis of decreasing the number of students in each academic year. This decrease occurred from the 2019/2020 school year, 2020/2021 from the Vocational Senior Secondary School (VSSS) data in the Special Region of Yogyakarta province, there was a decrease of 258 students in public schools and a decrease of 1459 students in private schools. This condition is also experienced by the Prambanan Muhammadiyah Vocational School as a private school with a capacity of 14 classes provided but currently only 10 classes are filled. This condition has an impact on the existence of the institution. The research objectives are: 1) to describe the blue ocean strategic concept in strengthening the brand image of marketing management in Islamic vocational education institutions,
The type of research conducted by researchers is descriptive qualitative research, the approach used in this research is a case study. There are two sources of data in this study, namely primary data sources which are carried out through the process of observation and interviews with key informants in in-depth interviews. Secondary data sources in the form of documentation. The data analysis technique used refers to Miles and Huberman which consists of data reduction, data presentation, verification and drawing conclusions.
The results of the study show that: the importance of blue ocean strategic in strengthening the marketing management brand image of SMK Muhammadiyah Prambanan improves the results of the PPDB recruitment process for the 2022/2023 school year with a success percentage of 93.86% of the success indicators set at > 80% with 468 students entering This result has increased compared to the previous PPDB process, which only achieved 33.73% success rate with 170 students enrolled. This implementation is based on the blue ocean strategic role that is able to break new market shares through innovative marketing programs from schools that allow students to leave. from the red ocean situation.The findings in this study are a six-step scheme for optimizing brand-based marketing management which is integrated
through strengthening the networking of partner schools in expanding the target market.
date: 2022-12-06
date_type: published
pages: 171
institution: UIN SUNAN KALIJAGA YOGYAKARTA
department: FAKULTAS ILMU TARBIYAH DAN KEGURUAN
thesis_type: masters
thesis_name: other
citation:   Muhammad Solikhin, NIM.: 20204092010  (2022) BLUE OCEAN STRATEGIC DALAM MEMPERKUAT BRAND IMAGE MANAJEMEN PEMASARAN LEMBAGA PENDIDIKAN VOKASIONAL ISLAM (STUDI KASUS DI SMK MUHAMMADIYAH PRAMBANAN).  Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.   
document_url: https://digilib.uin-suka.ac.id/id/eprint/56148/1/20204092010_BAB-I_IV-atau-V_DAFTAR-PUSTAKA.pdf
document_url: https://digilib.uin-suka.ac.id/id/eprint/56148/2/20204092010_BAB-II_sampai_SEBELUM-BAB-TERAKHIR.pdf