Peran Hubungan Masyarakat Era Marketing 4.0 dalam Meningkatkan Keterserapan Lulusan Program Keahlian Multimedia di SMK Negeri 12 Surabaya

The Role of Public Relations in the Marketing Era 4.0 in Increasing the Absorption of Graduates of the Multimedia Expertise Program at SMK Negeri 12 Surabaya

Abstrak: Penelitian ini bertujuan untuk mendeskripsikan dan menganalisis peran hubungan masyarakat era marketing 4.0 dalam meningkatkan keterserapan lulusan program keahlian multimedia di SMK Negeri 12 Surabaya yang berkemampuan dan berketerampilan relevan dengan kebutuhan dunia usaha dan industri. Penelitian ini menggunakan pendekatan kualitatif dengan rancangan penelitian studi kasus. Teknik pengumpulan data dilakukan dengan wawancara, obseervasi, dan dokumentasi. Uji keabsahan data melalui uji kredibilitas meliputi triangulasi sumber, triangulasi teknik, dan membercheck; transferabilitas; dependabilitas; serta uji konfirmabilitas. Teknik analisis data meliputi pengumpulan data, kondensasi data, penyajian data, serta verifikasi dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa peran humas sebagai communicator, humas sebagai ujung tombak pemasaran sekolah dalam sarana publikasi, promosi, dan social listening. Peran humas sebagai membina relationship mengawali branding melalui pelayanan publik hubungan masyarakat dengan mekanisme, yakni tahap identifikasi, tahap klarifikasi, dan tahap rebuild relationships. Peran humas sebagai backup management meliputi: 1) Wewenang kepala sekolah yakni pengambilan keputusan serta pengendalian pada setiap proses; 2) Wewenang humas adalah sebagai problem-solfing process facilitator serta expert presciber. Peran humas sebagai corporate image menggunakan pemasaran omnisaluran yang berbentuk konsep marketing business, membawa sinergi kualitas hubungan pasar sekolah dengan perusahaan/industri, wujud kegiatan pemasaran sekolah yaitu pameran tugas akhir siswa.

Kata kunci: pendidikan kejuruan, sinkronisasi, peran hubungan masyarakat, marketing 4.0, dan keterserapan lulusan

Abstract: This research aims to describe and analyze the role of public relations period marketing  4.0 in increasing the absorption of multimedia expertise program graduates at SMK Negeri 12 Surabaya that are capable and skilled relevant to the needs of the business and industri world. This research uses a qualitative approach with a case study research design. Data collection techniques carried out by interview, observation, and documentation. Data validity test through credibility testing includes source triangulation, technical triangulation, and member checking; transferability; dependability; and confirmability test. Data analysis techniques include data collection, data condensation, data presentation, and verification and conclusion drawing. The results showed that the role of public relations as a communicator, public relations as the spearhead of school marketing in the means of publication, promotion, and social listening. The role of public relations as fostering relationships initiates branding through public relations with the public service mechanism, namely the identification stage, clarification stage, and the rebuild relationships stage. The role of public relations as backup management includes: 1) The authority of the principal, namely decision making and control in each process; 2) PR authority is a problem solfing process facilitator and expert presciber. The role of public relations as a corporate image uses marketing omnormality in the form of the concept of marketing business, bringing the synergy of the quality of the school market relationship with companies / industries, a form of school marketing activities namely student final project exhibitions.

Key words: vocational education, synchronization, the role of public relations, marketing 4.0, and graduate absorption.