Abstract
This research concerns with services marketing strategy planning of education at the High School of Education Simeulue Aceh with the aim of finding out the marketing strategy planning of High School with a marketing mix approach. The type of research used in this study is a qualitative method with semi-structured interviews, observation, and documentation as data collection methods. This was motivated by an effort to create Islamic high school institutions to have quality so that they are able to compete with other high school institutions. The marketing of educational services are intended to create conductive and stable marketing condition, so as to have a positive impact on those who are involved in the marketing process, (both the higher educational institution as a procedure and the community as consumers). Based on the result of the research conducted at STIT Simeulue Aceh, the marketing strategy of educational services was implemented through the application of Marketing Mix Theory (products, prices, place, promotions, human resources, physical evidence, and processes) by utilizing its competence. As the only private Islamic institution in Simeulue Regency, Aceh Province, it has a positive impact on developing higher education institutions so that it can make alternative Islamic education both traditional and modern Muslim communities as marketing segmentation of its educational services. However, on the other hand, the existence of STIT Simeulue Aceh is still new, the building facilities are still minimal and the department opened is only one major in Islamic Education (PAI) so that it has not made it as a primary choice for consumers of educational services. Furthermore, this paper looked critically at how the marketing strategy planning carried out by STIT Simeulue Aceh in increasing its marketing.
Highlights
This research concerns with services marketing strategy planning of education at High School of Education Simeulue Aceh with the aim of finding out the marketing strategy planning of High School with a marketing mix approach
Furthermore, this paper looked critically at how the marketing strategy planning carried out by Sekolah Tinggi Ilmu Tarbiyah (STIT) Simeulue Aceh in increasing its marketing
Sri Minarti (2011) Manajemen Sekolah: Mengelola Lembaga Pendidikan Secara Mandiri
Summary
Pengertian pemasaran Menurut Daryanto (2011:1) mengemukakan pengertian pemasaran adalah suatu proses sosial dan manajerial dimana individu dan kelompok mendapatkan kebutuhan dan keinginan mereka dengan menciptakan, menawaran dan bertukar sesuatu yang bernilai satu sama lain sedangkan menurut Kotler dan Keller (2011:5) dalam buku Marketing Management pengertian pemasaran adalah: “Mengidentifikasi dan memenuhi kebutuhan manusia dan sosial”. Penerapan Marketing Mix Pada Jasa Pendidikan Menurut Kotler dan Keller (2012:56), bauran pemasaran atau marketing mix adalah penyaluran dan komunikasi nilai-nilai pelanggan (customer value) kepada pasar. 6. Physical Evidence (bukti fisik) Hurriyati (2009), dalam proses penyampaian jasa pendidikan kepada mahasiswa, yang harus diperhatikan oleh perguruan tinggi adalah gaya bangunannya (kesesuaian antara segiestetika dan fungsionalnya sebagai lembaga pendidikan) serta fasilitas penunjang (kelengkapan sarana pendidikan, peribadahan, olahraga, dan keamanan) Ditambahkan Alma (2003) menyatakan untuk sebuah lembaga pendidikan yang merupakan Physical Evidence adalah gedung atau bangunan dan segala sarana dan prasarana yang terdapat didalamnya. Bagi pemakai jasa perguruan tinggi, produk dapat disimpulkan sebagai elemen terpenting dari sebuah jasa pendidikan, dengan upaya untuk memuaskan konsumen atas keinginan dan kebutuhannya yang bersifat tidak berwujud (intangible) dan hanya dapat dikonsumsi pada waktu yang bersamaan dengan partisipasi konsumen yang prosesnya tidak dapat disimpan (Kalsum, 2008). Fokus dari kualitas adalah pada kepuasan pelanggan dimana kebutuhan, keinginan, dan harapan pemakai jasa dapat terpenuhi melalui jasa yang dikonsumsi dimana citra layanan tersebut dapat terbentuk dari faktor tanggung jawab dan mutu lulusan
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