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STRATEGI KOMUNIKASI PEMASARAN SMA XAVERIUS PRINGSEWU DALAM MENARIK MINAT CALON SISWA BARU

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Penilaian

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This research aims to find out how the marketing communication strategy used by Xaverius Pringsewu High School is to attract prospective new students. The research method used in this research is qualitative with a research focus on integrated marketing communication strategies proposed by Kotler which includes eight main elements in the communication mix. The data collection technique used was through in-depth interviews, direct observation, and documentation studies. The research results show that the marketing communication strategy implemented is effective according to theory. The direct marketing strategy is carried out through presentations to junior high schools and the use of digital media such as Instagram, TikTok and YouTube. Sales promotion strategies include providing discounts, scholarships and payment flexibility, although their effectiveness is still hampered by the stigma of high costs. Public relations is carried out through social activities and publications on social media to build a positive image. Personal selling utilizes direct interaction with prospective students and parents through visits and counseling, which is considered very effective. In advertising, digital and physical media are used creatively, while word of mouth marketing is the most effective strategy with recommendations from alumni, students and parents. The event and experience strategy through activities such as Xavecom has succeeded in creating positive experiences, but interactive marketing via social media still needs to be improved due to management limitations. Overall, this combination of strategies succeeded in increasing the interest of prospective new students at Xavier High School. Keywords: Marketing Communication, Xaverius Pringsewu High School, Interests studying prospective new students.

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2507000819	T166026	T1660262024	Central Library (Reference)	Available but not for loan - Not for Loan

Detail Information

Series Title

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Call Number

T1660262024

Publisher

Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sriwijaya., 2024

Collation

xix, 126 hlm.: Ilus., tab.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

302.207

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

Komunikasi

Specific Detail Info

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Statement of Responsibility

EM

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