PEMASARAN JASA PENDIDIKAN DALAM MEMBANGUN BRAND IMAGE LEMBAGA PENDIDIKAN SD PIT BHASKARA SUBANG

Fadhila Maulida Ismi, - (2021) PEMASARAN JASA PENDIDIKAN DALAM MEMBANGUN BRAND IMAGE LEMBAGA PENDIDIKAN SD PIT BHASKARA SUBANG. S2 thesis, Universitas Pendidikan Indonesia.

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Abstract

Penelitian ini dilatar belakangi oleh persaingan antar sekolah yang saat ini semakin kompetititf, Sekolah Dasar Terpadu hadir sebagai alternatif solusi dari keresahan sebagian masyarakat tentang kualitas pendidikan. Penelitian ini bertujuan untuk menganalisis pemasaran jasa pendidikan dalam membangun brand image lembaga pendidikan khususnya sekolah dasar. Metode penelitian yang digunakan yaitu deskriptif dengan pendekatan kualitatif. Teknik pengumpulan data yang digunakan adalah wawancara, observasi, dan studi dokumentasi. Hasil penelitian menemukan bahwa pemasaran jasa pendidikan berhasil di lakukan karena layanan jasa pendidikan di SD PIT Bhaskara memprioritaskan pada upaya terpenuhinya harapan dan kepuasan pelanggan. Dampak pemasaran jasa pendidikan dan implikasinya terhadap brand image di SD PIT Bhaskara yaitu: 1) Tingginya loyalitas pelanggan pengguna jasa pendidikan yang ikut memasarkan pendidikan dari mulut ke mulut, 2) Kepercayaan masyarakat semakin kuat terhadap lembaga pendidikan dibuktikan dengan animo masyarakat yang tinggi terhadap lembaga pendidikan, 3)Adanya dukungan penuh dari orang tua terhadap program pembelajaran, 5) Terjalinnya kerjasama yang efektif antara sekolah dan orang tua siswa, 6) Menjadi pelanggan setia yang kembali menggunakan jasa pendidikan di SD PIT Bhaskara Subang. Kata Kunci: Pemasaran Jasa Pendidikan, Bauran Pemasaran, Brand Image This study was conducted by competition between schools that current increasingly competitive, integrated Islamic elementary school is present as an alternative solution for unrest half of people about education quality. The aims of this research is to analyze marketing of education services in build educational institution specially elementary school. The method used is descriptive with qualitative approarch. Data collection techniques include interview, observation, and documentation studies. The result of this research found that marketing of education services is succeed because the education service in SD PIT Bhaskara Subang prioritize to fulfill the expectation and customer satisfaction. The impact of marketing of education services and the implications on brand image in SD PIT Bhaskara Subang is: 1) high loyalty from educational service customers who help primote it from mouth to mouth, 2) public trust is more powerful for educational institutions, it proven by high public interest in education institution, 3) existence full support from parents on the learning program, 4) established the effective cooperation between school and the parents, 5) being a faithful customers that were back using education services in SD PIT Bhaskara Subang. Keywords: marketing of education service, marketing mix, brand image.

Item Type:	Thesis (S2)
Uncontrolled Keywords:	Pemasaran, Jasa Pendidikan, Brand Image
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management L Education > L Education (General)
Divisions:	Sekolah Pasca Sarjana > Administrasi Pendidikan S-2
Depositing User:	Fadhila Maulida Ismi
Date Deposited:	06 Sep 2021 08:08
Last Modified:	06 Sep 2021 08:08
URI:	http://repository.upi.edu/id/eprint/65908

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