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IMPLEMENTASI STRATEGI MARKETING MIX DALAM PENERIMAAN PESERTA DIDIK BARU DI SMP MUHAMMADIYAH 3 DEPOK YOGYAKARTA
The background of this research stems from an interest in the marketing strategy of educational services implemented by SMP Muhammadiyah 3 Depok, which has managed to maintain its existence despite being located in a city with many schools. This study aims to understand in more detail the marketing strategy based on the marketing mix analysis used by SMP Muhammadiyah 3 Depok. This research uses a qualitative approach with the aim of describing the marketing mix analysis. Data collection techniques include observation, interviews, and documentation. The informants in this study amounted to 5 people, selected purposively based on criteria of knowledge, experience, and understanding. Data analysis techniques include data condensation, data presentation, and drawing conclusions. Data validity techniques use source triangulation and technique triangulation. The results of this research show that Muhammadiyah 3 Depok Middle School, based on the marketing mix lens in marketing educational services, the marketing strategy implemented by Muhammadiyah 3 Depok Middle School can be categorized into several components including product, price, place, promotion, people, physical evidence and process. In the product category the marketing strategy carried out includes various classes, in the price category there are various prices and discounts for students, but in the price category there are obstacles in that SMP Muhammadiyah 3 Depok is a private school which will compete with state schools where the fees are cheaper than private schools, then in the place there is a strategic and comfortable location for students, promotions are carried out through online and offline media, the people owned are competent and committed people, then the physical evidence or facilities are adequate to support learning, and finally, a good service process can increase students' reputation and interest. Keywords: Marketing mix, New student enrollment, School.
FAKULTAS ILMU TARBIYAH DAN KEGURUAN, UIN SUNAN KALIJAGAYOGYAKARTA
IMPLEMENTASI STRATEGI MARKETING MIX DALAM PENERIMAAN PESERTA DIDIK BARU DI SMP MUHAMMADIYAH 3 DEPOK YOGYAKARTA (Text)
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