STRATEGI PEMASARAN JASA PENDIDIKAN MELALUI MEDIA SOSIAL (Studi Kasus di Riverside Language Center Pare Kediri Jawa Timur)

Muhammad Irsyad Fathoni, NIM.: 17104090042 (2022) STRATEGI PEMASARAN JASA PENDIDIKAN MELALUI MEDIA SOSIAL (Studi Kasus di Riverside Language Center Pare Kediri Jawa Timur). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The sustainability of an educational institution is highly dependent on the interest of students in choosing the institution. Market wars and marketing strategies cannot be avoided between one institution and another. Social media is one of the most popular marketing strategies and tools lately, where social media can reach a wider market coverage, so this research focuses on the marketing strategy of educational services through social media. The purpose of this research is to find out how the marketing strategy for educational services at the Riverside Language Center course institution is through social media. As well as to find out what are the motivations and results of using social media in marketing educational services. This research method uses a descriptive qualitative approach with case studies as a research method of choice. The selection of informants in this study is by purposive sampling method, namely informants can be trusted in providing information related to research. The informants are the head of the institution, the secretary of the institution, admin, teachers and students. This study uses interviews, observation, and documentation to collect data. Data validation techniques in this study used source and technique triangulation, while data validity techniques used the Miles, Huberman and Saldana models, namely data condensation, data display, and data verification. The results of this study indicate that first, the Riverside Language Center course institute uses offline marketing strategies such as the ball pick-up system and online such as the use of social media as a marketing medium. which this strategy can be categorized as marketing 4.0, and has fulfilled the elements in the 4C marketing mix (consumer, cost, convenience, communication) in marketing. Second, social media such as Whatsapp Business, Instagram, YouTube and Facebook are also used in marketing strategies, and use the 5A customer path concept as a way to map customers to make it more effective. Third, the motivations (antecedents) of the Riverside Language Center from using social media in marketing are customer engagement, viral marketing, buzz marketing and online community, while the results (concequences) that the Riverside Language Center wants to achieve are increased brand awareness, increased reputation, increased relationship. and increased purchase intention.

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