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STRATEGI HUBUNGAN MASYARAKAT (HUMAS) DALAM PEMASARAN JASA PENDIDIKAN DI MTS DARUSSALAM BOJONEGORO
This research is motivated by the non-optimal role of Madrasah Tsanawiyah Darussalam Bojonegoro Public Relations in publicizing the results of educational institution activities to the community. The achievements, activities, and development of madrasas are not known to the public due to limited publications, especially through digital media. This causes an inequality in the number of students compared to other educational institutions in the same area, such as SMPN 1 Trucuk which shows a much higher number of students from year to year. The purpose of this study is to find out the public relations strategy in marketing educational services at MTs Darussalam and to find out the results of marketing educational services carried out by public relations at Madrasah Tsanawiyah Darussalam Bojonegoro. This study uses a qualitative method with data collection techniques in the form of observation, documentation, and interviews. The research subject is determined based on the 3M criteria (knowing, understanding, and experiencing) of the research object. Data analysis is carried out through the process of data condensation, data presentation, and conclusion drawn, with data validity strengthened through triangulation of sources and techniques. The results of the study show that: (1) MTs Darussalam's public relations strategy refers to the 7P marketing mix concept, including educational services through a combination of the 2013 curriculum and independent curriculum, extracurricular programs and religious flagship programs. The cost policy is affordable and there are scholarships. Strategic location in a rural environment. Promotions that are carried out conventionally and digitally. Educators' human resources are quite qualified with a high commitment to learning. Adequate facilities and a structured learning process. (2) The results of the marketing of educational services that were carried out showed that the interest of prospective students was still low. This is influenced by location, public perception, and limited digital promotion. Even so, community participation is quite good through social activities. Satisfaction with the quality of educational services is quite high. It is necessary to increase program socialization, strengthen digital human resources, adjust promotional strategies to social conditions, and improve infrastructure
FAKULTAS ILMU TARBIYAH DAN KEGURUAN, UIN SUNAN KALIJAGA YOGYAKARTA
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