Strategi Peomosi Sekolah Menengah Kejuruan Taruna Masmur Pekanbaru Dalam Menerima Calon Siswa Baru

Siregar, Risdianto (2019) Strategi Peomosi Sekolah Menengah Kejuruan Taruna Masmur Pekanbaru Dalam Menerima Calon Siswa Baru. Other thesis, Universitas Islam Riau.

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Abstract

Strategy is the plan or management used to achieve certain goal. Promotion is one of variables in marketing field which is pivotal to be implemented by the company either in marketing the goods or services. Promotion strategy is the plan determined in conducting promotion activity. Competition in the world of education to get new students is getting tighter, making Taruna Masmur Vocational High School pekanbaru must own good strategies in order to attract the interest of new students candidate. Each school certainly wants to have the increase of students’ number, however different from Taruna Masmur Vocational High School, the number of students decrease year by year. The purpose of this research is to know how is the promotion strategy of Taruna Masmur Vocational High School Pekanbaru in attracting the interest of new students candidate. This research used qualitative method. The technique of selecting the subjects of this research was purposive sampling. The subjects who became the informants of this research were 6 people. The techniques of data collection used were interview, observation, and documentation. The research results show that the promotion strategies conducted by Taruna Masmur Vocational High School Pekanbaru in attracting the interest of new students candidate have been done well based on the promotion concepts, such as banner and brochure. The sales promotion is in the form of admission fee discount in order to alleviate the cost for the new students candidate. Individual sale is not only done by the promotion team but also the students take part in the school promotion to their close relatives. Publicity with various activities such as social activities, compeition, and basic military training and direct marketing through phone call, facebook, and instagram also have been done well.

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