MARKETING PUBLIC RELATIONS PENERIMAAN PESERTA DIDIK BARU DI TENGAH SISTEM ZONASI TAHUN 2019-2021 (Studi Pada SMAS Bina Mulya Gadingrejo, Pringsewu)

HAGI JULIO SALAS , 1926031003 (2022) MARKETING PUBLIC RELATIONS PENERIMAAN PESERTA DIDIK BARU DI TENGAH SISTEM ZONASI TAHUN 2019-2021 (Studi Pada SMAS Bina Mulya Gadingrejo, Pringsewu). Masters thesis, UNIVERSITAS LAMPUNG.

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Abstrak

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

Jenis Karya Akhir: Tesis (Masters)
Subyek: 300 Ilmu sosial > 380 Perdagangan, komunikasi, dan transportasi > 384 Komunikasi, telekomunikasi
Program Studi: Fakultas ISIP > Prodi Magister Ilmu Komunikasi
Pengguna Deposit: 2203578237 . Digilib
Date Deposited: 21 Apr 2022 07:11
Terakhir diubah: 21 Apr 2022 07:12
URI: http://digilib.unila.ac.id/id/eprint/60309

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