IMPLEMENTASI PEMASARAN JASA PENDIDIKAN UNTUK MENINGKATKAN CITRA SEKOLAH DI SMA LABSCHOOL CIRENDEU

IMAMI OCTAVIANA AMRI, . (2026) IMPLEMENTASI PEMASARAN JASA PENDIDIKAN UNTUK MENINGKATKAN CITRA SEKOLAH DI SMA LABSCHOOL CIRENDEU. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

	Text COVER.pdf Download (543kB)
	Text BAB I.pdf Download (394kB)
	Text BAB II.pdf Restricted to Registered users only Download (486kB) | Request a copy
	Text BAB III.pdf Restricted to Registered users only Download (399kB) | Request a copy
	Text BAB IV.pdf Restricted to Registered users only Download (4MB) | Request a copy
	Text BAB V.pdf Restricted to Registered users only Download (284kB) | Request a copy
	Text DAFTAR PUSTAKA.pdf Download (287kB)
	Text LAMPIRAN.pdf Restricted to Registered users only Download (1MB) | Request a copy

Abstract

Penelitian ini bertujuan untuk mendeskripsikan implementasi pemasaran jasa pendidikan dalam meningkatkan citra sekolah di SMA Labschool Cirendeu, dengan fokus pada produk pendidikan, promosi, dan sumber daya manusia. Penelitian ini menggunakan pendekatan kualitatif dengan metode deskriptif. Data dikumpulkan melalui wawancara, observasi, dan studi dokumentasi, kemudian dianalisis melalui reduksi data, penyajian data, serta penarikan kesimpulan. Hasil penelitian menunjukkan bahwa implementasi pemasaran berbasis produk dilakukan melalui penguatan kurikulum, program unggulan, fasilitas pembelajaran, prestasi siswa, serta kualitas lulusan. Implementasi promosi dilakukan melalui media digital, media cetak, kegiatan sekolah, open house, dan promosi dari mulut ke mulut. Sementara itu, implementasi pemasaran berbasis sumber daya manusia ditunjukkan melalui profesionalisme guru, pelayanan tenaga kependidikan, komunikasi humas, serta hubungan positif dengan siswa, orang tua, dan alumni. Kesimpulannya, citra positif SMA Labschool Cirendeu terbentuk melalui kesesuaian antara kualitas layanan yang ditawarkan, pesan promosi yang disampaikan, dan pengalaman nyata yang dirasakan oleh pengguna jasa pendidikan. ***** This study aims to describe the implementation of educational service marketing in enhancing school image at SMA Labschool Cirendeu, focusing on educational products, promotion, and human resources. This research employs a qualitative approach with a descriptive method. Data were collected through interviews, observations, and documentation studies, then analyzed through data reduction, data display, and drawing conclusions. The results indicate that product-based marketing implementation is carried out through curriculum strengthening, flagship programs, learning facilities, student achievements, and graduate quality. Promotional implementation is conducted via digital media, print media, school activities, open houses, and word-of-mouth promotion. Meanwhile, human resource-based marketing implementation is demonstrated through teacher professionalism, staff service quality, public relations communication, and positive relationships with students, parents, and alumni. In conclusion, the positive image of SMA Labschool Cirendeu is established through alignment among the quality of services offered, promotional messages conveyed, and real experiences perceived by educational service consumers.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Desi Rahmawati, M. Pd 2). Prof. Dr. Masduki, SH, MM
Subjects:	Pendidikan > Teori, Penelitian Pendidikan
Divisions:	FIP > S1 Manajemen Pendidikan
Depositing User:	Users 37215 not found.
Date Deposited:	01 Sep 2026 07:21
Last Modified:	01 Sep 2026 07:21
URI:	http://repository.unj.ac.id/id/eprint/73584

Actions (login required)

View Item