STRATEGI KOMUNIKASI PEMASARAN DALAM PROGRAM PENERIMAN SISWA BARU DI SMA PLUS ASSALAAM BANDUNG

(Studi Deskriptif pada Bidang Marketing Komunikasi di SMA Plus Assalaam)

Abstract

ABSTRACT

This study aims to determine the implementation of marketing communication strategy in new student admission program at SMA Plus Assalaam using AIDA model based on the tight competition between private schools in Bandung Regency, so that effective, planned, and targeted communication strategy is needed. This study uses qualitative method with descriptive approach and constructivism paradigm. Data were obtained through in-depth interviews, participatory observation, and documentation study with informants consisting of Principal, Vice Principal for Public Relations, PPDB Committee, and parents of students. The results of the study show that the strategies implemented include word of mouth-based sales marketing, sales promotion through discounts and scholarships, direct marketing to fostered schools, and the use of digital and conventional media according to target segmentation. Factors of interest for prospective students and parents include school reputation, excellent programs, social networks, and cost incentives. The involvement of both internal and external stakeholders plays a crucial role in the strategy's success. This study emphasizes the implementation of a marketing communications strategy using the AIDAI model to attract public interest and trust in schools, despite increasingly fierce competition among private schools.

Keywords: Marketing Communication Strategy, AIDA Model, PPDB, SMA Plus Assalaam, Communication, Education.

ABSTRAK

Penelitian ini bertujuan untuk mengetahui implementasi strategi komunikai pemasaran dalam program peneriman siswa baru di SMA Plus Assalaam dengan menggunakan model AIDA yang didasari oleh persaingan ketat antar sekolah swasta di Kabupaten Bandung, sehingga dibutuhkan strategi komunikasi yang efektif, terencana, dan sesuai target. Penelitian ini menggunakan metode kualitatif dengan pendekatan deskriptif dan paradigma konstruktivisme. Data diperoleh melalui wawancara mendalam, observasi partisipatif, dan studi dokumentasi dengan informan yang terdiri dari Kepala Sekolah, Wakil Kepala Sekolah bidang Humas, Panitia PPDB, dan orang tua siswa. Hasil penelitian menunjukkan bahwa strategi yang diterapkan meliputi sales marketing berbasis word of mouth, promosi penjualan melalui potongan biaya dan beasiswa, pemasaran langsung ke sekolah binaan, serta pemanfaatan media digital dan konvensional sesuai segmentasi target. Faktor ketertarikan calon siswa dan orang tua meliputi reputasi sekolah, program unggulan, jaringan sosial, dan insentif biaya. Keterlibatan stakeholder internal maupun eksternal berperan penting dalam keberhasilan strategi. Penelitian ini menekankan pada implementasi strategi komunikasi pemasaran dengan model AIDAI untuk menarik minat dan kepercayaan masyarakat terhadap sekolah. meskipun persaingan antar sekolah swasta semakin ketat.

Kata Kunci: Strategi Komunikasi Pemasaran, Model AIDA, PPDB, SMA Plus Assalaam, Komunikasi, Pendidikan.