Strategi Pemasaran SMP Swasta Menyikapi Kebijakan Penerimaan Peserta Didik Baru SMP Negeri Di Surabaya” (Studi Multi Situs di SMP Labschool Unesa dan SMP Kemala Bhayangkari 1 Surabaya

Private Junior High School Marketing Management To Face The New Student Admission (PPDB) Policies Of State Junior High School In Surabaya (Multi Case Study At Labschool Unesa Junior High School And Kemala Bhayangkari 1 Surabaya Junior High School)

Penelitian ini bertujuan untuk mengetahui strategi pemasaran sekolah swasta menyikapi penerapan kebijakan penerimaan peserta didik baru SMP Negeri di Surabaya. Fokus penelitian ini meliputi: a) strategi pemasaran meliputi program sekolah, stratgei dan bauran emasaran (produk, harga, lokasi, promosi SDM, sarpras dan manajemen layanan), b) faktor internal meliputi kekuatan sekolah, kelemahan sekolah dan struktur organisasi, c) faktor eksternal meliputi peluang sekolah, ancaman sekolah dan teknologi politik, budaya.

Penelitian ini menggunakan pendekatan kualitatif dengan desain penelitian studi multi situs. Teknik pengumpulan data menggunakan wawancara mendalam dengan menggunakan google form, observasi dan studi dikumentasi. Analisis data menggunakan dua analisis. Pertama, analisis data tunggal yang meliputi kondensasi data, penyajian data dan verifikasi atau simpulan. Kedua, analisis lintas situs. Teknik keabsahan data menggunakan kredibilitas, dependabilitas, konfirmabilitas dan transferabilitas.

Hasil penelitian[L1]  menunjukkan bahwa. Pertama, strategi pemasaran yang dilakukan di SMP Labschool Unesa dan SMP Kemala Bhayangkari 1 Surabaya sesuai dengan visi misi dan tujuan yang dimiliki oleh sekolah. Strategi pemasaran di kedua sekolah ini juga memanfaatkan nama besar lembaga yang dimiliki dan teknologi informasi yang semakin maju. Kedua, faktor internal dalam strategi pemasaran di SMP Labschool Unesa dan SMP Kemala Bhayangkari 1 Surabaya meliputi kondisi atau keadaan kekuatan dan kelemahan serta struktur organisasi yang ada. Ketiga, faktor eksternal dalam strategi pemasaran SMP Labschool Unesa dan SMP Kemala Bhayangkari 1 Surabaya meliputi peluang dan ancaman seta kondisi social ekonomi masyarakat.

This research was conducted to determine the marketing strategy of private schools in facing the new policies of the Surabaya City Service in Admission of New Junior High School Students. Various internal and external factors also influence the running of the marketing strategy being implemented. This study focuses on: a) marketing strategies including school programs, strategy and gold mix (product, price, location, promotion of human resources, sarpras and service management), b) internal factors including school strength, school weaknesses and organizational structure, c) factors external includes school opportunities, school threats and political technology, culture. The method used is qualitative research, because it aims to obtain in-depth data and information so that the aim of knowing the implementation process of integrated quality assurance in the curriculum can be achieved. This study used a case study type. Research using this type of case study will reveal the existing phenomena by collecting and using as much data as possible about the thing under study. Researchers use this type of case study because they want to investigate and uncover cases effectively and then present them systematically.

The subjects in this study are the principal as a stakeholder who determines the marketing strategy in schools, the vice principal, especially in the field of public relations who knows the relationship between the institution and the wider community, teachers as learning actors, guardians of students as consumers of service users. . This research was conducted in the odd semester of the 2019-2020 school year. Data collection techniques use observation, interviews, and documentation. The data analysis technique used in this study was an interactive analysis model consisting of three components, namely data condensation, data triangulation, data presentation and conclusion drawing.

The results showed, first, the marketing strategy carried out at Labschool Unesa Junior High School and Kemala Bhayangkari 1 Surabaya Junior High School is in accordance with the vision and mission of the school. The marketing strategies in these two schools also take advantage of the big names of the institutions they have and the increasingly advanced information technology. Second, internal factors in the marketing strategy at Labschool Unesa Junior High School and Kemala Bhayangkari 1 Surabaya Junior High School include the condition or state of strength and weakness as well as the existing organizational structure. Third, external factors in the marketing strategy at both schools include opportunities and threats as well as the socio-economic conditions of the community.