STRATEGI PEMASARAN SEKOLAH (Studi Kasus di Jurusan Produksi dan Siaran Program Televisi SMK Mahardhika Surabaya)

SCHOOL MARKETING STRATEGY (Case Study in the Television Program Production and Broadcasting Department of SMK Mahardhika Surabaya)

Penelitian ini bertujuan untuk mendeskripsikan strategi pemasaran sekolah dalam upaya meningkatkan partisipasi masyarakat di Jurusan Produksi dan Siaran Program Televisi (PSPT) SMK Mahardhika Surabaya. Fokus penelitian meliputi: perencanaan promosi berbasis praktik (strategic intent), analisis pasar strategis (strategic market analysis), dan implementasi pemasaran (marketing implementation). Penelitian ini menggunakan pendekatan kualitatif dengan rancangan studi kasus. Lokasi penelitian berada di SMK Mahardhika Surabaya. Informan penelitian meliputi kepala sekolah, wakil kepala sekolah bidang hubungan masyarakat, guru Jurusan PSPT, peserta didik, serta peserta didik baru. Data dikumpulkan melalui wawancara, observasi, dan dokumentasi. Analisis data dilakukan dengan kondensasi data, penyajian data, dan penarikan kesimpulan, sedangkan keabsahan data diuji menggunakan triangulasi sumber dan triangulasi teknik. Hasil penelitian menunjukkan bahwa: (1) perencanaan promosi berbasis praktik dilakukan dengan merumuskan tujuan promosi sesuai karakteristik pendidikan vokasi, melibatkan seluruh warga sekolah, memanfaatkan media promosi yang mengikuti perkembangan tren, serta didukung penyediaan sarana praktik berupa kamera profesional; (2) analisis pasar strategis dilaksanakan melalui identifikasi karakteristik calon peserta didik, analisis kebutuhan masyarakat terhadap kompetensi industri kreatif, analisis persaingan dengan sekolah lain, serta identifikasi keunggulan Jurusan PSPT sebagai dasar penyusunan strategi pemasaran; dan (3) implementasi pemasaran dilakukan dengan menampilkan aktivitas praktik peserta didik secara langsung melalui berbagai kegiatan promosi, seperti kunjungan ke sekolah, pameran pendidikan, media sosial, serta publikasi karya peserta didik sehingga masyarakat memperoleh gambaran nyata mengenai proses pembelajaran dan kompetensi lulusan Jurusan PSPT. Hasil penelitian menunjukkan bahwa strategi pemasaran sekolah yang berorientasi pada praktik mampu meningkatkan daya tarik Jurusan PSPT, memperkuat citra sekolah, serta mendorong meningkatnya partisipasi masyarakat terhadap program keahlian yang ditawarkan.

Kata kunci: strategi pemasaran sekolah, partisipasi masyarakat, pendidikan vokasi.

This study aims to describe the school marketing strategy implemented to increase community participation in the Television Production and Broadcasting Program (PSPT) at SMK Mahardhika Surabaya. The research focuses on three aspects: practice-based promotional planning (strategic intent), strategic market analysis (strategic market analysis), and marketing implementation (marketing implementation). This study employed a qualitative approach using a case study design. The research was conducted at SMK Mahardhika Surabaya. The research informants consisted of the principal, the vice principal for public relations, PSPT teachers, students, and newly enrolled students. Data were collected through interviews, observations, and documentation. Data were analyzed using data condensation, data display, and conclusion drawing, while data validity was ensured through source triangulation and technique triangulation.

The findings indicate that: (1) practice-based promotional planning was carried out by formulating promotional objectives in accordance with the characteristics of vocational education, involving all members of the school community, utilizing promotional media that follow current trends, and providing practical facilities in the form of professional cameras; (2) strategic market analysis was conducted by identifying the characteristics of prospective students, analyzing community needs for competencies in the creative industry, examining competition with other schools, and identifying the competitive advantages of the PSPT Program as the basis for developing the school's marketing strategy; and (3) marketing implementation was carried out by directly showcasing students' practical learning activities through various promotional programs, including school visits, educational exhibitions, social media, and the publication of students' works, enabling the public to gain a clear understanding of the learning process and the competencies of PSPT graduates. The study concludes that a practice-oriented school marketing strategy is effective in increasing the attractiveness of the PSPT Program, strengthening the school's image, and encouraging greater community participation in the vocational program offered.

Keywords: school marketing strategy, community participation, vocational education.