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All Journal JURNAL EDUCATION AND DEVELOPMENT Indonesian Journal Entrepreneurship Finance and Business Management
Aan Yulianto
Universitas Mitra Bangsa
Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media

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IMPLEMENTASI STRATEGI PEMASARAN DALAM MENINGKATKAN PERSERTA DIDIK (STUDI SMK HARAPAN BANGSA DEPOK) Aan Yulianto; Harjito
Indonesian Journal Entrepreneurship Finance and Business Management Vol. 2 No. 02 (2025): Indonesian Journal Entrepreneurship Finance and Business Management
Publisher : PRODI MANAJEMEN STIE MBI DEPOK

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Abstract

Lembaga pendidikan, khususnya sekolah, memiliki peran integral dalam mewujudkan aspirasi pendidikan nasional. Guna mencapai tujuan tersebut, setiap sekolah menetapkan visi dan misi. Untuk mencapai visi dan misi tentu perlu adanya strategi di dalamnya. Salah satu strategi yang dapat digunakan oleh sekolah dalam mengenalkan visi dan misi yaitu strategi pemasaran. Penelitian ini menggunakan pendekatan kualitatif yang bersifat deskriptif dengan tujuan untuk menggali fakta tentang Implementasi Strategi Pemasaran Dalam Meningkatkan Perserta Didik yang dilakukan oleh SMK Harapan Bangsa Depok. Berdasarkan pembahasan dan kesimpulan maka dapat diimplementasikan oleh SMK lain yang sejenis untuk meningkatkan efektivitas strategi pemasaran, seperti: 1) Menyusun dokumen strategi pemasaran yang lebih matang dan terstruktur, 2) menciptakan strategi diferensiasi yang kuat dengan menonjolkan keunikan program studi atau fasilitas yang tidak dimiliki sekolah lain, 3) Melakukan promosi lebih awal dan berkelanjutan, 4) Pemanfaatan digital marketing yang optimal, 5) Memperluas jangkauan pemasaran, 6) Meningkatkan efektivitas word of mouth maupun elektronic word of mouth, 7) Kolaborasi dengan Komite Sekolah, 8) Memperkuat citra sekolah sebagai lembaga pendidikan yang juga mampu memberikan pendidikan berkualitas.
DEVELOPMENT OF A STUDENT DECISION-MAKING MODEL IN COLLEGE SELECTION: THE ROLE OF STUDENT INTEREST AS A MEDIATOR OF WORD OF MOUTH (WOM), PRICE AND PROMOTION AT STIE MBI DEPOK Aan Yulianto; Zaharuddin Zaharuddin; Sitta Kusuma
Jurnal Education and Development Vol 14 No 2 (2026): Vol 14 No 2 Mei 2026
Publisher : Institut Pendidikan Tapanuli Selatan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37081/ed.v14i2.7781

Abstract

This study aims to determine the influence of word of mouth (WOM), price, and promotion on students' decisions in choosing a college through student interest at STIE MBI Depok. The method used in this study is a descriptive verification method with a quantitative approach. The sample in this study was 125 students from the 2024/2025 academic year. The data analysis technique used the SEM-PLS method with the help of the computer application program Smart-PLS Version 3.0. The research results show that word of mouth (WOM) has a significant influence on students' interest and decisions in choosing a university. Price does not directly influence students' decisions in choosing a university, but indirectly, price influences students' decisions in choosing a university through student interest. Promotion does not directly influence students' decisions in choosing a university, but indirectly, promotion influences students' decisions in choosing a university through student interest. Thus, student interest plays a crucial mediating role in bridging the influence of word of mouth (WOM), price, and promotion on prospective students' final decisions in choosing a university. This strategic role of interest indicates that increasing word of mouth (WOM), perceptions of competitive prices, and effective promotional strategies need to be directed at generating interest first to generate positive actual decisions regarding university selection.
Co-Authors Harjito - Kusuma, Sitta Zaharuddin