Salma Nurillah, - and Endang Herawan, - and Eka Prihatin, - (2025) EFEKTIVITAS MANAJEMEN BAURAN PROMOSI DIGITAL TERHADAP ENROLLMENT SEKOLAH MENENGAH KEJURUAN DI KABUPATEN GARUT : Studi Kasus di SMK Wikrama 1 Garut, SMK Negeri 4 Garut, dan SMK Islam Terpadu Rabbany Garut. S2 thesis, Universitas Pendidikan Indonesia.
Abstract
Penelitian ini bertujuan untuk menganalisis efektivitas manajemen bauran promosi berbasis digital terhadap peningkatan jumlah peserta didik (enrollment) di Sekolah Menengah Kejuruan (SMK) di Kabupaten Garut. Studi dilakukan pada tiga sekolah dengan latar kelembagaan berbeda, yaitu SMK Wikrama 1 Garut (swasta umum), SMKN 4 Garut (negeri), dan SMK IT Rabbany Garut (swasta Islam terpadu). Fokus penelitian mencakup implementasi manajemen promosi digital, faktor pendukung dan penghambat, serta dampaknya terhadap peningkatan jumlah pendaftar baru. Metode yang digunakan adalah pendekatan kualitatif dengan desain studi kasus. Teknik pengumpulan data meliputi wawancara mendalam, observasi, dan analisis dokumen. Hasil penelitian menunjukkan bahwa ketiga sekolah telah menerapkan promosi digital melalui berbagai platform seperti media sosial, website, dan konten visual. SMK Wikrama menonjol dengan strategi digital yang profesional dan terstruktur, SMKN 4 Garut menekankan pada keterlibatan jurusan yang kreatif, sedangkan SMK IT Rabbany mengedepankan kolaborasi komunitas internal. Faktor pendukung meliputi dukungan kepala sekolah, kompetensi SDM, dan sarana digital; sementara faktor penghambat mencakup keterbatasan anggaran, kurangnya pelatihan, dan belum adanya SOP promosi. Efektivitas strategi terlihat pada peningkatan awareness, keterlibatan digital, reputasi daring, serta pertumbuhan jumlah peserta didik, meskipun belum merata di semua sekolah. Simpulannya, manajemen promosi digital yang dijalankan secara sistematis dan kolaboratif mampu meningkatkan enrollment di SMK. Penelitian ini merekomendasikan penguatan struktur promosi, pelatihan SDM, serta evaluasi digital berbasis data sebagai strategi berkelanjutan. The objective of this study is to examine the efficacy of digital-based school marketing management in enhancing enrollment in Vocational High Schools (SMK) in Garut Regency. The present study was conducted in three schools with different institutional settings, namely SMK Wikrama 1 Garut (public private), SMKN 4 Garut (public), and SMK IT Rabbany Garut (integrated Islamic private). The present study focuses on the implementation of digital marketing management, the factors that support and inhibit this implementation, and its impact on increasing the number of new applicants. The methodological approach employed is of a qualitative nature, employing a case study design. The data collection techniques employed in this study encompassed in-depth interviews, observational studies, and a meticulous analysis of relevant documents. The findings indicated that the three schools have adopted digital marketing strategies through diverse platforms, including social media, websites, and visual content. SMK Wikrama is distinguished by its professional and structured digital strategy, SMKN 4 Garut emphasizes the involvement of creative majors, and SMK IT Rabbany prioritizes internal community collaboration. A multitude of factors have been identified as either supporting or inhibiting the implementation of a given initiative. On the one hand, the factors that have been identified as supporting include principal support, HR competencies, and digital facilities. On the other hand, the inhibiting factors include budget limitations, lack of training, and the absence of a promotion SOP. The efficacy of the strategy is evident in the enhancement of awareness, digital engagement, online reputation, and the augmentation of student population; however, these benefits have not been uniformly distributed among all educational institutions. In conclusion, the systematic and collaborative implementation of digital marketing strategies has been demonstrated to enhance enrollment in vocational educational institutions. The present study proposes the enhancement of the promotion structure, the provision of HR training, and the implementation of data-driven digital evaluation as sustainable strategies.
![[thumbnail of T_ADPEND_2411193_Title.pdf]](http://repository.upi.edu/style/images/fileicons/text.png "T_ADPEND_2411193_Title.pdf") |
Text
T_ADPEND_2411193_Title.pdf Download (512kB) |
|
Text
T_ADPEND_2411193_Chapter1.pdf Download (324kB) |
|
Text
T_ADPEND_2411193_Chapter2.pdf Restricted to Staf Perpustakaan Download (553kB) |
|
Text
T_ADPEND_2411193_Chapter3.pdf Download (688kB) |
|
Text
T_ADPEND_2411193_Chapter4.pdf Restricted to Staf Perpustakaan Download (1MB) |
|
Text
T_ADPEND_2411193_Chapter5.pdf Restricted to Staf Perpustakaan Download (569kB) |
|
Text
T_ADPEND_2411193_Chapter6.pdf Download (296kB) |
|
Text
T_ADPEND_2411193_Appendix.pdf Restricted to Staf Perpustakaan Download (4MB) |
| Item Type: | Thesis (S2) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?hl=en&user=DRodmeQAAAAJ ID SINTA Dosen Pembimbing: Endang Herawan: 5995295 Eka Prihatin: 6147695 |
| Uncontrolled Keywords: | Manajemen, Bauran promosi digital, Efektivitas, Enrollment, Sekolah Menengah Kejuruan. Management, Digital promotion mix, Effectiveness, Enrollment, Vocational High School. |
| Subjects: | L Education > L Education (General) L Education > LB Theory and practice of education |
| Divisions: | Fakultas Ilmu Pendidikan > Administrasi Pendidikan |
| Depositing User: | Salma Nurillah |
| Date Deposited: | 06 Sep 2025 08:08 |
| Last Modified: | 06 Sep 2025 08:08 |
| URI: | http://repository.upi.edu/id/eprint/137655 |
Actions (login required)
 |
View Item |