Strategi Pemasaran Pendidikan dalam Meningkatkan Citra Sekolah

Abstract

AbstractThe purpose of research is the analysis of marketing strategies in enhancing the image. This study is a qualitative research using a case study approach. Techniques of collecting data through observation, documentation and interview . The study found that elementary school education services Islam Surya Buana prioritize its efforts on the fulfillment of expectations and customer satisfaction. Marketing education in improving the image of the school performed in some of the strategies; direct strategy and indirect strategy, difference strategy, financing strategy. However, an effective strategy in SD Islam Surya Buana is to show proof of the quality of graduates and image building service satisfaction through word of mout. The impact of marketing strategy for imaging in SDI Surya Buana are; a). The high of customer loyalty (public understanding). b). Public confidence is getting stronger (public confidence), c). The existence of public support (public support), d). The establishment of effective cooperation between schools and parents (public corporation). Key Words: Service, service marketing, education marketingAbstrakTujuan penelitian adalah analisis strategi pemasaran dalam meningkatkan citra. Penelitian ini merupakan penelitian kualitatif menggunakan pendekatan studi kasus. Tehnik pengumpulan data melalui observasi, dokumentasi dan wawancara mendalam. Hasil penelitian menemukan bahwa layanan jasa pendidikan di SD Islam Surya Buana memprioritaskan pada upaya terpenuhinya harapan dan kepuasan pelanggan. Pemasaran pendidikan dalam meningkatkan citra dilakukan sekolah dalam beberapa strategi; strategi langsung, strategi tidak langsung, strategi perbedaan, strategi pembiayaan. Namun demikian stategi yang efektif di SD Islam Surya Buana adalah dengan menunjukkan bukti kualitas lulusan dan membangun citra kepuasan layanan melalui berita dari mulut ke mulut. Dampak strategi pemasaran dan implikasinya terhadap pencitraan di SDI Surya Buana adalah; a). Tingginya loyalitas pelanggan pengguna jasa pendidikan. b). Kepercayaan masyarakat semakin kuat, c). Adanya dukungan masyarakat, d). Terjalinnya kerjasama yang efektif antara sekolah dan orang tua siswa. Kata kunci: Layanan jasa, pemasaran jasa, pemasaran pendidikan

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