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

GRATIA, ALBERTUS CANDRA and Mahriani, Retna and Astuti, Misni (2025) STRATEGI KOMUNIKASI PEMASARAN SMA XAVERIUS PRINGSEWU DALAM MENARIK MINAT CALON SISWA BARU. Undergraduate thesis, Sriwijaya University.

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Abstract

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.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Komunikasi Pemasaran, SMA Xaverius Pringsewu, Minat belajar calon siswa baru.
Subjects:	H Social Sciences > H Social Sciences (General) J Political Science > JA Political science (General)
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Albertus Candra Gratia
Date Deposited:	21 Jan 2025 03:06
Last Modified:	21 Jan 2025 03:06
URI:	http://repository.unsri.ac.id/id/eprint/166026

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