STRATEGI PROMOSI DALAM MENARIK MINAT SISWA BARU DI PURWACARAKA MUSIC STUDIO KARAWANG

    Fitriawati, - and Agus Firmansah, - and Ganang Dwi Asmoro, - (2025) STRATEGI PROMOSI DALAM MENARIK MINAT SISWA BARU DI PURWACARAKA MUSIC STUDIO KARAWANG. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Penelitian ini bertujuan untuk mendeskripsikan strategi promosi yang digunakan oleh Purwacaraka Music Studio (PCMS) Karawang dalam menarik minat siswa baru serta memahami persepsi pasar terhadap strategi tersebut. Penelitian ini menggunakan metode kualitatif deskriptif, serta teknik pengumpulan data melalui wawancara, observasi, dokumentasi, dan penyebaran kuesioner kepada 74 orang tua siswa, yang dipilih menggunakan teknik purposive sampling. Hasil penelitian menunjukkan bahwa PCMS Karawang menerapkan berbagai strategi dalam bauran promosi seperti periklanan digital melalui Instagram dan Facebook, promosi penjualan melalui program trial class dan diskon pendaftaran, serta kegiatan event di pusat perbelanjaan untuk meningkatkan visibilitas merek. Strategi hubungan masyarakat dilakukan melalui kerja sama dengan media lokal dan pendekatan digital. Pemasaran langsung dilakukan dengan penyediaan katalog dan pengelolaan data calon siswa, sedangkan pemasaran daring difokuskan pada media sosial tanpa mengandalkan website secara optimal. Pemasaran melalui smartphone menggunakan WhatsApp untuk komunikasi langsung, dan penjualan personal diterapkan melalui pendekatan ramah dan informatif oleh staf. Kesimpulan dari penelitian ini adalah bahwa strategi promosi yang diterapkan oleh PCMS Karawang terbukti efektif dalam meningkatkan minat dan jumlah siswa baru. Pemanfaatan bauran promosi sebagai strategi utama menjadi faktor penting yang mendukung keberhasilan promosi yang dijalankan oleh PCMS Karawang. This study aims to describe the promotional strategies used by Purwacaraka Music Studio (PCMS) Karawang in attracting new students and to understand the market perception of these strategies. This research uses descriptive qualitative methods, and data collection techniques through interviews, observation, documentation, and distributing questionnaires to 74 parents of students, who were selected using purposive sampling techniques. The results showed that PCMS Karawang implemented various strategies in the promotion mix such as digital advertising through Instagram and Facebook, sales promotion through trial class programs and registration discounts, and event activities in shopping centers to increase brand visibility. Public relations strategies are carried out through cooperation with local media and digital approaches. Direct marketing is done by providing catalogs and managing prospective student data, while online marketing is focused on social media without optimally relying on the website. Smartphone marketing uses WhatsApp for direct communication, and personal selling is implemented through a friendly and informative approach by staff. The conclusion of this study is that the promotional strategy implemented by PCMS Karawang has proven effective in increasing the interest and number of new students. The utilization of the promotion mix as the main strategy is an important factor that supports the success of the promotion carried out by PCMS Karawang.

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    Official URL: https://repository.upi.edu/
    Item Type: Thesis (S1)
    Additional Information: https://scholar.google.com/citations?hl=en ID SINTA Dosen Pembimbing Agus Firmansah: 6127340 Ganang Dwi Asmoro: 6745807
    Uncontrolled Keywords: Strategi promosi, minat siswa, Purwacaraka Promotion strategy, student interest, Purwacaraka
    Subjects: M Music and Books on Music > M Music
    M Music and Books on Music > MT Musical instruction and study
    Divisions: Fakultas Pendidikan Seni dan Desain > Musik - S1
    Depositing User: Fitriawati
    Date Deposited: 03 Oct 2025 07:43
    Last Modified: 03 Oct 2025 07:43
    URI: http://repository.upi.edu/id/eprint/141484

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