Development of a Strategy Model for Promotion of New Student Admissions at Lumajang Muhammadiyah Vocational High School

Abstract

Vocational High Schools (SMK) are required to promote schools to the maximum, because no matter how good a school is, if it is not supported it will have an impact on the popularity of the school and the minimum number of students. The Private School Admissions Strategy for New Students (PPDB) is something that requires serious planning and implementation. PPDB activities cannot be separated from improving school performance in the community. In the digital era, sales promotion actions no longer depend on traditional sales promotions and communication strategies, but on digital marketing via the internet. Based on this description, research is needed with the aims of: (1) analyzing the PPDB promotion strategy implemented at SMK Muhammadiyah Lumajang so far; (2) developing a PPDB promotion strategy at SMK Muhammadiyah Lumajang; (3) analyze the feasibility of developing a PPDB promotion strategy at SMK Muhammadiyah Lumajang. The type of research is Research and Development (R&D) to develop new products or improve existing products. Research and development uses the ADDIE model which consists of five stages, namely Analysis, Design, Development, Implementation and Evaluation. Data collection techniques through interviews, observation, documentation and questionnaires. Test the validity of research instruments by experts in the relevant field (expert judgment). Quantitative data analysis and qualitative data analysis are used as data analysis techniques. This research was carried out at Muhammadiyah Vocational School, Lumajang. The results of the research show that promotional activities for PPDB SMK Muhammadiyah Lumajang so far include: (1) presentations to SMP or MTs; (2) print brochures, posters and billboards; (3) holding junior high school or MTs level competitions. The promotional strategy model for PPDB SMK Muhammadiyah Lumajang in the 2023-2024 academic year is implemented conventionally and digitally. The digital marketing method is the development of a promotional strategy model to perfect the conventional promotional model. The results of the feasibility test for developing a promotional strategy model using digital marketing were declared very feasible to implement. Promotions with digital marketing have a 62% influence on interest in registering, conventional promotions have a 10% influence on interest in registering, and the remaining 28% is influenced by other variables not researched.