@mastersthesis{eprints60309,
           month = {April},
           title = {MARKETING PUBLIC RELATIONS PENERIMAAN PESERTA DIDIK BARU  DI TENGAH SISTEM ZONASI TAHUN 2019-2021 (Studi Pada SMAS Bina Mulya Gadingrejo, Pringsewu) 

},
          school = {UNIVERSITAS LAMPUNG},
          author = {1926031003  HAGI JULIO SALAS },
            year = {2022},
             url = {http://digilib.unila.ac.id/60309/},
        abstract = {Sistem zonasi yang diterapkan dalam program Penerimaan Peserta Didik
Baru (PPDB) mempu meningkatan minat siswa untuk melanjutkan pendidikan ke
sekolah negeri. Adanya kebijakan tersebut ternyata membawa dampak pada
perolehan jumlah siswa di sekolah-sekolah swasta khususnya Sekolah Menengah
Atas Swasta (SMAS) yang ada di Kabupaten Pringsewu. Beberapa sekolah swasta
mengalami penurunan jumlah siswa bahkan terdapat sekolah swasta yaitu SMAS
PGRI 2 Pringsewu yang tutup karena tidak mendapatkan siswa. Persaingan antara
sekolah negeri dan sekolah swasta jadi semakin ketat. Sampai saat ini, masingmasing

sekolah terus melakukan berbagai terobosan untuk mempertahakan
eksistensinya seperti menambah pogram-program unggulan, memberikan
potongan biaya dan sebagainya. Penelitian ini bertujuaan untuk menganalisis dan
menjelaskan upaya-upaya program Penerimaan Peserta Didik Baru (PPDB) di
tengah sistem zonasi pada SMAS Bina Mulya Gadingrejo tahun 20192021melalui
pendekatan
Marketing
Public
Relation
(MPR).
Pendekatan
penelitian

kualitatif

digunakan untuk menjelaskan data-data yang didapat melalui
wawancara, observasi, dokumentasi dan hasil analisis yang didukung dengan teori
Relationship Management. Hasil penelitian menunjukan bahwa proses MPR
PPDB ditengah sistem zonasi dilakukan melalui beberapa tahap yaitu Defining
Prblem, Planning and Programing, Taking Action and Communicating dan
Evaluating the Program. Terdapat tiga strategi mendukung yaitu Pull Strategy,
Push Strategy dan Pass Strategy. Program MPR PPDB tahun 2019 merupakan
program dengan hasil yang siginfikan dibandingkan program pada tahun 2020 dan
tahun 2021. Dampak pandemi COVID-19 dan kurangnya kebutuhan informan
dalam mengakses informasi melalui instagram dan facebook menjadi hambatan
dalam program tersebut. 

Kata kunci : Marketing Public Relation, Penerimaan Peserta Didik Baru, Sistem  
Zonasi, Relationship Management 

The zonation system implemented in the Penerimaan Peserta Didik Baru (PPDB)
program can increase student interest in continuing their education in public
schools. The existence of this policy turned out to have an impact on the number
of students in private schools, especially Private Senior High Schools (SMAS) in
Pringsewu Regency. Several private schools experienced a decline in the number
of students and even a private school, namely SMAS PGRI 2 Pringsewu was
closed because it did not get students. Competition between public schools and
private schools is getting tougher. Until now, each school continues to make
various breakthroughs to maintain its existence, such as adding superior programs,
providing discounted fees, and so on. This study aims to analyze and explain the
efforts of the Penerimaan Peserta Didik Baru (PPDB) program in the middle of
The zonation system at SMAS Bina Mulya Gadingrejo in 2019-2021 through the
Marketing Public Relations (MPR) approach. The qualitative research approach is
used to explain the data obtained through interviews, observations,
documentation, and analysis results supported by Relationship Management
theory. The results showed that the MPR PPDB process in the middle of The
zonation system was carried out through several stages, namely Defining
Problems, Planning and Programming, Taking Action, and Communicating and
Evaluating the Program. There are three supporting strategies, namely Pull
Strategy, Push Strategy, and Pass Strategy. The MPR PPDB program in 2019 is a
program with significant results compared to programs in 2020 and 2021. The
impact of the COVID-19 pandemic and the lack of need for informants to access
information through Instagram and Facebook are obstacles to the program.  
Keywords: Marketing Public Relations, Penerimaan Peserta Didik Baru, Zonation
System, Relationship Management 
 }
}