STRATEGI BAURAN PEMASARAN PADA LEMBAGA PENDIDIKAN NON-FORMAL (STUDI KASUS BIMBINGAN BELAJAR ONLINE RUANGGURU DAERAH ISTIMEWA YOGYAKARTA

Jessika Ahali Jannah, NIM.: 19104090088 (2023) STRATEGI BAURAN PEMASARAN PADA LEMBAGA PENDIDIKAN NON-FORMAL (STUDI KASUS BIMBINGAN BELAJAR ONLINE RUANGGURU DAERAH ISTIMEWA YOGYAKARTA. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Education develops along with the development of human civilization, the more sophisticated the technology that is created, the better the progress of education. This can be seen from the nature of education which used to be rigid and flexible. In general, marketing is defined as the efforts of individuals or groups to obtain the required goals through the procurement and exchange of products or services with a currency of value. While the marketing strategy is marketing that seeks to instill products and services in the minds of customers so that they will continue into the process of exchanging goods or services with currency. This research is a qualitative research conducted at the Ruangguru office with 5 informants. Data collection techniques in this study were interviews, documentation, observation and netnography. This research aims to find out how good the marketing process is implemented by Ruangguru's non-formal tutoring institutions from the start it was formed to developing as it is now, this research also discusses the target market targeted by Ruangguru's institutions in its marketing process. The results of the study show that the marketing carried out by the Ruangguru institution includes 7p, namely: Product, price, place, promotion, people, process and psychological evidence. Ruangguru also appointed brand ambassadors such as Iqbal Ramadhan (Public Figure) and Ruangguru also carried out many collaborations with large institutions in Indonesia such as the IPCC, independent campuses and even with Telkomsel institutions. Ruangguru's target market is based on class grouping and parents' income. This is intended so that there are no protests or no objections to a price whose quality is equivalent to the product offered. However, the products offered by Ruangguru are of good quality, because all Ruangguru products are products whose quality has been verified, judging by the testimonials of their users who are very qualified in terms of learning.

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