HILDAYANTI, DYAH (2025) STRATEGI PEMASARAN PENDIDIKAN ALTERNATIF DALAM MENINGKATKAN ANIMO MASYARAKAT DI HOMESCHOOLING KAK SETO BEKASI. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This research aims to describe this study aims to describe (1) How is the marketing strategy used by Homeschooling Kak Seto Bekasi to increase public interest. (2) How effective is the marketing strategy used by Homeschooling Kak Seto Bekasi in recruiting prospective students. The data collection techniques used were observation, interviews, and documentation. The data sources in this study consisted of 10 informants consisting of the principal, CS Marketing, Creative Digital, Parents of Students, Counselors, and Tutors of Homeschooling Kak Seto Bekasi. The results of the study show that (1) the marketing strategy carried out by Homeschooling Kak Seto Bekasi is divided into two approaches, namely offline and online. Offline marketing strategies are carried out through flyering activities, open houses, trial classes, and collaboration with external institutions. While online marketing strategies are carried out through the use of social media such as Instagram and TikTok, digital creative content, and official websites. This marketing strategy is not only commercially promotional, but also educational by emphasizing a personal approach and child-friendly educational values. (2) The effectiveness of the marketing strategy is proven by the increasing number of students each year, positive perceptions from parents towards the flexibility of the program and psychological approach to children, and high community involvement in events and social media content. This strategy is also supported by the quality of service, the role of tutors in promotion, and the strength of Kak Seto brand image as a child education figure. Keywords: Marketing Strategy, Homeschooling, and Digital Marketing.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk mendeskripsikan (1) Bagaimana strategi pemasaran yang dilakukan Homeschooling Kak Seto Bekasi untuk meningkatkan animo masyarakat. (2) Bagaimana efektifitas dari strategi pemasaran yang digunakan Homeschooling Kak Seto Bekasi dalam menjaring calon peserta didik. Teknik pengumpulan data yang digunakan ialah observasi, wawancara, dan dokumentasi. Sumber data dalam penelitian ini terdiri dari 10 informan yang terdiri dari kepala sekolah, CS Marketing, Creative Digital, Orang Tua Peserta Didik, Konselor, dan Tutor Homeschooling Kak Seto Bekasi. Adapun hasil penelitian menunjukkan bahwa (1) strategi pemasaran yang dilakukan oleh Homeschooling Kak Seto Bekasi terbagi menjadi dua pendekatan, yaitu offline dan online. Strategi pemasaran offline dilakukan melalui kegiatan flyering, open house, trial class, serta kerja sama dengan lembaga eksternal. Sementara strategi pemasaran online dilakukan melalui pemanfaatan media sosial seperti Instagram dan TikTok, konten kreatif digital, serta website resmi. Strategi pemasaran ini tidak hanya bersifat promosi komersial, namun juga edukatif dengan menekankan pendekatan personal dan nilai-nilai pendidikan ramah anak. (2) Efektivitas strategi pemasaran terbukti dari meningkatnya jumlah peserta didik setiap tahun, persepsi positif dari orang tua terhadap fleksibilitas program dan pendekatan psikologis terhadap anak, serta tingginya keterlibatan masyarakat dalam event dan konten media sosial. Strategi ini juga didukung oleh kualitas layanan, peran tutor dalam promosi, serta kekuatan brand image dari Kak Seto sebagai tokoh pendidikan anak. Kata Kunci: Strategi Pemasaran, Homeschooling, dan Digital Marketing | |||||||||
| Subjects: | L Education > LC Special aspects of education | |||||||||
| Divisions: | 02-Fakultas Keguruan dan Ilmu Pendidikan 02-Fakultas Keguruan dan Ilmu Pendidikan > 86205-Jurusan Pendidikan Nonformal |
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| Depositing User: | dyah Hildayanti | |||||||||
| Date Deposited: | 29 Jul 2025 04:13 | |||||||||
| Last Modified: | 29 Jul 2025 04:13 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/52817 |
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