SANJAYA, ANGGARA DWI SAPTO (2023) STRATEGI PROMOSI PONDOK PESANTREN DAARUL FALAH UNTUK BERTAHAN PADA MASA PANDEMI COVID-19. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Indonesia is a country affected by the Covid-19 virus which has greatly changed all aspects of life, one of which is the aspect that is affected is educational institutions. Daarul Falah Islamic Boarding School is one of the educational institutions affected by the Covid-19 pandemic. This research was conducted to find out the promotion strategy for Daarul Falah Islamic Boarding School so that it can survive during the Covid-19 pandemic This study uses the concept of marketing communications as one of the marketing activities. The forms of promotion strategies carried out are Sales Promotion, Personal Selling, Public Relations, Advertising. The method used is a qualitative approach with a case study method. Data collection techniques through in-depth interviews, observation and literature study. The researcher presents a description of the promotion strategy process as it is obtained at the research location. The results of this study indicate that the strategy implemented by the Daarul Falah Islamic Boarding School in order to survive during the Covid-19 pandemic was in accordance with the predetermined plan. Keywords: Marketing Communications, Promotional Strategies, Educational Institutions Indonesia merupakan negara yang terdampak dengan adanya virus Covid19 yang sangat merubah semua aspek kehidupan salah satunya yaitu aspek yang terdampak adalah lembaga pendidikan. Pondok Pesantren Daarul Falah merupakan salah satu lembaga pendidikan yang terdampak akibat pandemic Covid-19. Penelitian ini dilakukan untuk mengetahui strategi promosi Pondok Pesantren Daarul Falah agar dapat bertahan pada masa pandemic Covid-19 Penelitian ini menggunakan konsep komunikasi pemasaran sebagai salah satu kegiatan pemasaran. Adapun bentuk strategi promosi yang dilakukan seperti Sales Promotion, Personal Selling, Public Relation, Advertising. Metode yang digunakan adalah pendekatan kualitatif dengan metode studi kasus. Teknik pengumpulan data melalui wawancara mendalam, observasi dan studi kepustakaan. Peneliti menyajikan uraian mengenai proses strategi promosi sebagaimana adanya yang didapatkan dilokasi penelitian. Hasil penelitian ini menujukkan bahwa strategi yang dilakukan oleh Pondok Pesantren Daarul Falah agar dapat bertahan pada masa pandemic Covid-19 sudah sesuai dengan rencana yang telah ditentukan. Kata Kunci: Komunikasi Pemasaran, Strategi Promosi, Lembaga Pendidikan
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