DEWI, OKTALIA WINDA (2023) STRATEGI KOMUNIKASI PEMASARAN YAYASAN PENDIDIKAN AR RASYIID BINTARO DALAM MENINGKATKAN JUMLAH SISWA (PERIODE 2020-2022). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research aims to identify and analyze the marketing communication strategies employed by Ar Rasyiid Bintaro Educational Foundation in increasing the number of students during the period 2020-2022. The research method used is a case study with data collection techniques based on primary data through observation and interviews, as well as secondary data from documentary studies. The data analysis method involves data reduction, data presentation, and drawing conclusions or verification. The results of the research indicate that in 2020, Ar Rasyiid Bintaro Foundation implemented a Word of Mouth-based marketing communication strategy. During the Covid-19 pandemic, the foundation successfully implemented a marketing communication strategy with a focus on a fun learning approach, a family-like atmosphere, and the utilization of social media and digital technology. This successfully increased the number of students and maintained the foundation's reputation. In 2022, the foundation quickly adapted to changes in the external situation and made changes in promotional tactics, including the use of social media, digital advertising, and special offers. The foundation's success in overcoming challenges and maintaining its appeal in the education market highlights the importance of flexibility, adaptability, and the role of social media and technology in developing effective marketing strategies. Keywords: Marketing Communication Strategy, Educational Foundation, Word of Mouth, Social Media, Covid-19 Pandemic Penelitian ini bertujuan untuk mengidentifikasi dan menganalisis strategi komunikasi pemasaran yang digunakan oleh Yayasan Pendidikan Ar Rasyiid Bintaro dalam meningkatkan jumlah siswa selama periode 2020-2022. Metode penelitian yang digunakan adalah studi kasus dengan teknik pengumpulan data berdasarkan data primer melalui observasi dan wawancara, serta data sekunder dari studi dokumentasi. Metode analisis data yang digunakan melibatkan reduksi data, penyajian data, dan penarikan kesimpulan atau verifikasi. Hasil penelitian menunjukkan bahwa pada tahun 2020, Yayasan Ar Rasyiid Bintaro menerapkan strategi komunikasi pemasaran berbasis Word of Mouth. Selama pandemi Covid-19, yayasan ini berhasil mengimplementasikan strategi komunikasi pemasaran yang sukses dengan fokus pada pendekatan fun learning, atmosfer kekeluargaan, serta pemanfaatan media sosial dan teknologi digital. Hal ini berhasil meningkatkan jumlah siswa dan mempertahankan reputasi yayasan. Pada tahun 2022, yayasan ini secara cepat beradaptasi dengan perubahan situasi eksternal dan melakukan perubahan dalam taktik promosi, termasuk penggunaan media sosial, iklan digital, dan penawaran khusus. Kesuksesan yayasan dalam mengatasi tantangan dan mempertahankan daya tariknya di pasar pendidikan menyoroti pentingnya fleksibilitas, adaptabilitas, serta peran media sosial dan teknologi dalam mengembangkan strategi pemasaran yang efektif. Kata Kunci : Strategi Komunikasi Pemasaran, Yayasan Pendidikan, Word of Mouth, Media Sosial, Pandemi Covid-19
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