STRATEGI PROMOSI DALAM PROGRAM PENERIMAAN MURID BARU DI MASA COVID-19

Authors

  • Dyas Mulyani Benazir
  • Unik Desthiani

DOI:

https://doi.org/10.32493/skr.v9i2.21896

Abstract

ABSTRAK

Lembaga pendidikan adalah sebuah lembaga yang bergerak di bidang layanan pendidikan sekolah. Baik layanan pendidikan pada tingkat dasar, tingkat menengah, tingkat tinggi, bahkan termasuk pendidikan usia dini (PAUD) dan taman bermain. Makin banyaknya lembaga yang menyelenggarakan layanan pendidikan khususnya pada tingkat pendidikan usia dini (PAUD) dan pendidikan taman bermain, khususnya di Kecamatan Pamulang, Kota Tangerang Selatan, mengakibatkan semakin ketatnya persaingan diantara sekolah yang menyelenggarakan pendidikan yang sama. Ditambah lagi dengan adanya pandemik Covid-19 yang membuat pelaksanaan promosi penerimaan siswa baru yang biasanya dilakukan dengan tatap muka ke rumah-rumah-rumah, datang langsung ke sekolah dan dengan menggunakan sarana media sosial, saat ini promosi penerimaan siswa baru hanya dilakukan melalui penggunaan media sosial dan pertemuan terbatas. Kota Tangerang Selatan termasuk daerah yang termasuk zona merah berkenaan dengan yang terdampak Covid-19. Hal ini mengakibatkan peneramaan siswa baru menurun drastis, karena itu strategi pemasaran/promosi jasa pelayanan pendidikan diperlukan suatu pembaharuan-pembaharuan. Tujuan dalam penelitian ini adalah untuk mengetahui perubahan strategi pemasaran/promosi dalam penerimaan siswa baru dan langkah-langkah apa yang harus dipersiapkan. Dari penelitian ini diharapkan dapat mengetahui apakah strategi yang digunakan akan berhasil dalam menarik calon siswa baru. Model penelitian ini adalah model kualitatif yang lebih menekankan kepada penguatan strategi pemasaran dengan analisis SWOT. Pendekatan penelitian adalah sosiologis dan ekonomis yaitu mencermati perilaku masyarakat (konsumen) dengan memperhatikan kemampuan ekonomi masyarakat. Hasil penelitian diupayakan untuk dipublikasikan pada jurnal nasional atau buku, sehingga dijadikan rujukan dalam menghadapi permasalahan-permasalahan di bidang layanan Pendidikan.

 

Kata-kata Kunci: Promosi, Covid-19, Pendidikan dan Siswa

 

 

 PROMOTIONAL STRATEGIES IN THE ADMISSION OF NEW STUDENTS DURING COVID-19

 

ABSTRACT

An educational institution is an institution engaged in school education services. Both education services at the basic level, secondary level, high level, even including early childhood education (PAUD) and playgrounds. The increasing number of institutions that provide educational services, especially at the level of early childhood education (PAUD) and playground education, especially in Pamulang District, South Tangerang City, has resulted in increasingly fierce competition between schools that provide the same education. Coupled with the Covid-19 pandemic which has made the promotion of new student admissions usually done face-to-face to homes, coming directly to school and using social media facilities, currently the promotion of new student admissions is only done through the use of media. social and limited gatherings. South Tangerang City is included in the red zone with respect to those affected by Covid-19. This has resulted in a drastic decline in the enrollment of new students, therefore the marketing/promotional strategy of educational services requires reforms. The purpose of this research is to find out changes in marketing/promotional strategies in new student admissions and what steps must be prepared. From this research, it is expected to find out whether the strategy used will be successful in attracting new prospective students. This research model is a qualitative model which emphasizes the strengthening of marketing strategies with SWOT analisys. The research approach is sociological and economic, namely observing the behavior of the community (consumers) by taking into account the economic capacity of the community. The results of the research are sought to be published in national journals or books, so that they are used as references in dealing with problems in the field of education services.

 

Keywords: Promotion, Covid-19, Education, and Student.

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Published

2022-07-04

How to Cite

Mulyani Benazir, D., & Desthiani, U. (2022). STRATEGI PROMOSI DALAM PROGRAM PENERIMAAN MURID BARU DI MASA COVID-19. Jurnal Sekretari Universitas Pamulang, 9(2), 88–101. https://doi.org/10.32493/skr.v9i2.21896

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