MANAJEMEN STRATEGI PEMASARAN PENDIDIKAN UNTUK MENINGKATKAN DAYA SAING STIT DI TANGGAMUS LAMPUNG

Aditya Henda Ramadhan, NIM.: 19204092009 (2022) MANAJEMEN STRATEGI PEMASARAN PENDIDIKAN UNTUK MENINGKATKAN DAYA SAING STIT DI TANGGAMUS LAMPUNG. Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This research departed from the sustainable development and survivability of a private tertiary institution, STIT (Tarbiyah College of Science), Tanggamus Lampung, even though there are many superior public and private universities in Lampung. Some noteworthy factors certainly contribute to the survivability of a private university amidst the fierce competition brought about by other universities. The marketing strategy of STIT Tanggamus has attracted the researcher‟ interest to conduct this research. The marketing strategy was mainly carried out in the form of planning, implementing, evaluating, and the price strategies, products and forms of marketing strategies through promotions on social media and also in collaboration with stakeholders. This is qualitative research conducted by way of collecting data in the field to generate an in-depth description (long and free narrative with a holistic explanation) through a case study. The researcher served as a key instrument in collecting research data in the field understudy. Data were collected through observation, interviews, and documentation. Meanwhile, the research data were analyzed using qualitative analysis by way of data reduction, data condensation, data presentation, verification, and conclusions. The data validity test in this research was conducted by source triangulation, method triangulation, investigator triangulation, and theory triangulation. The results showed that: First, STIT Tanggamus applied a particular marketing strategy to enhance its competitiveness through planning, implementation, and evaluation. In planning a marketing strategy, the first step for STIT Tanggamus was forming a new student admissions team (PMB). After the team formation, they started to plan the target to achieve in the public promotion regarding STIT Tanggamus, such as by offering scholarship programs, making collaborations with stakeholders to promote STIT Tanggamus, printing promotion banners, calendars which contain the available majors at STIT Tanggamus, posting or distributing details of costs and others in designated areas, promoting through social media, official websites, Instagram, Facebook, and Whatsapp. Second, the implementation of marketing strategies at STIT Tanggamus was applied through some strategies, including the cost strategy. In terms of the cost strategy, STIT Tanggamus offers affordable costs for the community at any levels. In addition to affordable cost, some products are also offered such as scholarships, infrastructure, activities outside learning, organization and four majors namely PGMI, MPI, PAI, PIAUD. Third, the marketing strategy of STIT Tanggamus has increased the public interest to send their children to study at STIT Tanggamus. However, it has not had much impact on the PGMI majors at STIT Tanggamus, since the PGMI major is one of the majors that received less attention in STIT Tanggamus. The marketing strategy carried out by STIT Tanggamus also has an impact on the image of the STIT Tanggamus in the eyes of the public. The marketing strategy of STIT Tanggamus is expected to gain a positive impact in the future annually.

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