STRATEGI PEMASARAN LEMBAGA PAUD DALAM MEMBAGUN KEPERCAYAAN MASYARAKAT MELALUI MEDIA SOSIAL DI PAUD IT AL-FURQON

Miya Rahmawati, NIM : 18204030041 (2021) STRATEGI PEMASARAN LEMBAGA PAUD DALAM MEMBAGUN KEPERCAYAAN MASYARAKAT MELALUI MEDIA SOSIAL DI PAUD IT AL-FURQON. Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

More and more PAUD institutions have created competition to gain the trust of the community, therefore PAUD institutions must carry out the right marketing strategy. In the current technological era, PAUD IT AL-Furqon does marketing through social media. The purpose of the study was to determine the implementation of PAUD's marketing strategy in building public trust through social media and to find out the supporting and inhibiting factors of PAUD's marketing strategy. The research method uses a descriptive qualitative approach. Data collection techniques with interviews, observation and documentation. Researchers tested the validity of the data by data triagulation. The data analysis technique went through three stages, namely data reduction, data display, and conclusion. The subjects of this study were principals, classroom teachers and community members. The results showed that : the first marketing strategy for PAUD IT Al-Furqon was to do branding schools and open online services through Facebook. In implementing the marketing strategy of PAUD IT Al-Furqon, it is carried out in stages which include planning, implementation and evaluation. In planning, PAUD IT Al-Furqon conducts a SWOT analysis first then formulates marketing objectives, determines consumer targets, determines the right marketing media, and designs the content of social media content belonging to PAUD IT Al-Furqon. Implementation is carried out through branding schools and services that attract public interest. While the evaluation discusses the success of the strategy. Second, the supporting factors are saving time, cost and energy, having their own means of communication, information can be easily spread, affordable education costs, adequate educational facilities. Inhibiting factors include poor school wifi signal, competition with other nearby schools. The impact of the Marketing Strategy in Increasing Public Trust in PAUD IT Al-Furqon is to maintain the quantity of students, attract parents' interest, make a positive impression on the community, facilitate and satisfy parents, and take care of the wider community

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