Analisis Positioning, Differensiasi, Dan Branding Dalam Pemasaran Jasa Pendidikan di SD Muhammadiyah Program Khusus Kottabarat Surakarta

Setyanto, Indra and -, Dr. Suyatmini, M.Si. and -, Dr. Sabar Narimo, M.M., M.Pd. (2021) Analisis Positioning, Differensiasi, Dan Branding Dalam Pemasaran Jasa Pendidikan di SD Muhammadiyah Program Khusus Kottabarat Surakarta. Thesis thesis, Universitas Muhammadiyah Surakarta.

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Abstract

Competition between schools during the admission of new students is very pronounced. Schools that win the competition are schools that have strategies and advantages that other schools do not have, schools that build strong brands and schools that can adapt to the needs or desires of the community. The public will be selective in choosing schools that offer the best educational services and have advantages in both academic and non-academic fields. Muhammadiyah Elementary School Special Program for Surakarta City is a leading school in Surakarta City. This school has a positive image among the people of Surakarta which has now become an educational destination in the city of Surakarta. The purpose of this study was to conduct strategic analysis, synthesis analysis and analysis of the accuracy of Positioning, Differentiation, and School Branding (PDB) in marketing education services at the Muhammadiyah Elementary School Special Program Kottabarat, Surakarta. This type of research is qualitative. The research location is at the Muhammadiyah Elementary School, Special Program for Kotatabarat Surakarta. Research resource persons were the principal, deputy head of public relations, deputy head of curriculum, deputy head of infrastructure, deputy head of student affairs, teachers, and parents. Data collection techniques using direct observation, in-depth interviews, and documentation. Data analysis techniques with interactive model analysis techniques. The technique of checking the validity of the data is by using triangulation. The results of this study indicate that the right positioning and strong differentiation create a strong brand image and brand identity. The brand identity that is formed will affect the community so that brand equity or brand balance is realized. Brand equity is an indicator of the success of positioning, differentiation, and brand strategies. So it can be concluded that the PDB triangle is a powerful concept and strategy in building a school's competitive advantage. Conformity between the vision and mission with differentiating factors will be able to foster public trust. This trust can create brand strength or school branding. Therefore, this PDB strategy is worthy of being the main consideration for schools in determining the marketing strategy to be used.

Item Type:	Karya ilmiah (Thesis)
Uncontrolled Keywords:	Keunggulan Kompetitif, Positioning, Diferensiasi, Branding
Subjects:	L Education > LB Theory and practice of education > LB1501 Primary Education
Divisions:	Fakultas Pasca Sarjana > Magister Administrasi Pendidikan
Depositing User:	INDRA SETYANTO
Date Deposited:	17 Nov 2021 02:58
Last Modified:	17 Nov 2021 02:58
URI:	http://eprints.ums.ac.id/id/eprint/95613

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