MANAJEMEN PEMASARAN JASA PENDIDIKAN BERBASIS BUDAYA RELIGIUS DI SMAN 1 BUKIT KABUPATEN BENER MERIAH

Abstract

This research aims (1). to describe the marketing planning of educational services based on religious culture at SMAN 1 Bukit, (2). To describe the implementation of the marketing of educational services based on religious culture at SMAN 1 Bukit and (3). To describe the evaluation of the marketing of educational services based on religious culture at SMAN 1 Bukit, the type of research used in this research is qualitative with a phenomenological approach, the data collection method uses observation, interviews and documentation, the results of the research show that (1). Marketing planning for education services at SMAN 1 Bukit is carried out by holding a coordination meeting with all school members to discuss, time, strategies used in marketing education services based on religious culture and forming an implementing committee. (2) the implementation of the marketing of educational services based on religious culture at SMAN 1 Bukit was carried out using 3 strategies namely; a. marketing services internally with the target audience, teachers, students and alumni; b. Marketing services externally by providing information to the public in general regarding programs, achievements and activities at schools which are carried out through activity events such as bazaars and social services, providing information is also carried out through social media schools and teachers; c. An assessment of the marketing of religiously and culturally based educational services at SMAN 1 Bukit was conducted throughout the activity, and at its conclusion, the results of the assessment of marketing activities had a favorable effect, namely a notable increase in the number of students enrolling at SMAN 1 Bukit for the 2023–2024 academic year.AbstrakPenelitian ini bertujuan untuk (1) mendeskripsikan strategi pemasaran SMAN 1 Bukit terhadap layanan pendidikan berbasis budaya religi, dan (2). Mendiskusikan bagaimana SMAN 1 Bukit telah mengimplementasikan pemasaran layanan pendidikan berbasis budaya religi. Penelitian ini menggunakan penelitian kualitatif dengan pendekatan fenomenologi untuk mengevaluasi pemasaran jasa pendidikan berbasis budaya religi di SMAN 1 Bukit. Data dikumpulkan melalui observasi, wawancara, dan dokumentasi, dan temuan penelitian menunjukkan bahwa (1). perencanaan pemasaran jasa pendidikan  di SMAN 1 Bukit dilakukan dengan mengadakan rapat koordinasi dengan semua warga sekolah untuk membahas, waktu, strategi yang digunakan dalam pemasaran pendidikan jasa berbasis budaya religius dan pembentukan panitia pelaksana. (2) pelaksanaan pemasaran jasa pendidikan berbasis budaya religius di SMAN 1 Bukit dilakukan dengan menggunakan 3 strategi yaitu; a. pemasaran jasa secara internal dengan target sasaran, guru, siswa dan alumni; b. Pemasaran jasa secara eksternal dengan memberikan informasi ke masyarakat secara umum menganai program, prestasi dan kegiatan di sekolah yang dilakukan melalui event kegiatan seperti bazar dan bakti sosial, pemberian informasi juga dilakukan melalui media sosial sekolah dan guru; c. evaluasi pemasaran jasa pendidikan berbasis budaya religius di SMAN 1 Bukit dilakukan dengan monitoring pada saat kegiatan berlangsung dan evaluasi diakhir kegiatan pemasaran jasa pendidikan, hasil evaluasi kegiatan pemasaran mendapatkan dampak positif yaitu bertambahnya siswa yang mendaftar di SMAN 1 Bukit secara signifikan pada tahun ajaran 2023/2024.