Wibisana, Handika Kirana (2025) STRATEGI KOMUNIKASI PEMASARAN EDUCOURSE.ID CABANG BSD UNTUK MENARIK MINAT KONSUMEN (SEKOLAH DASAR DAN MENENGAH DI TANGERANG SELATAN). S1 thesis, Universitas Sultan Ageng Tirtayasa.
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Abstract
This study examines the marketing strategy of Educourse.id, a startup focusing on coding and robotics courses for schools in South Tangerang, using the 7P marketing mix theory (Product, Price, Promotion, Place, People, Process, and Physical Evidence). The research employs a descriptivequalitative approach. Data were collected through in-depth interviews, observations, and documentation. The results show that promotional strategies are a key factor in Educourse.id’s success in capturing market interest. Direct approaches such as school visits, presentations, and free Coding Day events provide tangible experiences that build trust with partners. Additionally, leveraging digital media such as Instagram, WhatsApp, and the official website expands promotional reach and strengthens the company’s image. Collaboration with the local education department further enhances Educourse.id’s credibility. Another significant factor is the presence of the CEO, Mrs. Mutiara Hikma, whose STEM background adds value by fostering trust in the program’s quality.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini membahas strategi marketing Educourse.id, sebuah startup yang fokus pada layanan kursus coding dan robotic untuk sekolah-sekolah di Tangerang Selatan, menggunakan pendekatan teori bauran pemasaran 7P (Product, Price, Promotion, Place, People, Process, dan Physical Evidence). Penelitian ini menggunakan kualitatif deskriptif. Data dalam penelitian ini diperoleh melalui wawancara mendalam, observasi, dan dokumentasi. Hasil penelitian menunjukkan bahwa strategi promosi menjadi elemen kunci keberhasilan Educourse.id dalam menarik minat pasar. Pendekatan langsung seperti kunjungan ke sekolah, presentasi, dan kegiatan Coding Day secara gratis memberikan pengalaman nyata yang membangun kepercayaan mitra dan pemanfaatan media digital seperti Instagram, WhatsApp, dan website resmi memperluas jangkauan promosi dan memperkuat citra perusahaan. Kerja sama dengan dinas pendidikan setempat juga menambah kredibilitas Educourse.id. Faktor lain yang berkontribusi signifikan adalah kehadiran CEO, Ibu Mutiara Hikma, yang memiliki latar belakang STEM, memberikan nilai tambah dalam membangun kepercayaan terhadap kualitas program. | |||||||||
| Uncontrolled Keywords: | Marketing Strategy, 7P Marketing Mix Theory, Digital and Direct Promotion Strategi Marketing, Teori Bauran Pemasaran 7P, Promosi Digital dan Langsung | |||||||||
| Subjects: | Communication > Communication (General) | |||||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi 06-Fakultas Ilmu Sosial dan Ilmu Politik |
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| Depositing User: | Dika Handika Kirana Wibisana | |||||||||
| Date Deposited: | 26 Sep 2025 02:15 | |||||||||
| Last Modified: | 26 Sep 2025 02:15 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/54980 |
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