STRATEGI PEMASARAN JASA PENDIDIKAN MELALUI DIGITAL BRANDING DI SMA NEGERI 7 JAYAPURA

Abstract

This research is motivated by the importance of marketing strategies for educational services in introducing school excellence to the community in the midst of the development of digital technology. This study aims to describe the marketing strategy of educational services through digital branding at SMA Negeri 7 Jayapura, including promotion strategies, the role of human resources, the implementation process, supporting and inhibiting factors, as well as its contribution to the image of the school and the interests of prospective students. The research uses a descriptive qualitative approach. The research informants were selected purposively, including school principals, vice principals, IT and social media managers, teachers, and students. Data was collected through in-depth interviews, observations, and documentation, then analyzed through data reduction, data presentation, and verification and tested through triangulation of sources and techniques. The results of the study show that SMA Negeri 7 Jayapura uses Instagram and Facebook as digital media supported by brochures, banners, and direct socialization. Digital branding involves school principals, vice principals, IT managers, teachers, and students through the process of documentation, information selection, content preparation, and publication. Supporting factors include the support of school residents, technological facilities, internet networks, and school activities and achievements, while the obstacles are in the form of limited IT personnel, time, and network stability. Digital branding contributes to the introduction and image of the school and is one of the indications of the increasing attractiveness of prospective students, which can be seen from the development of the number of classes from one to three. Thus, digital branding is part of an educational service marketing strategy that integrates aspects of promotion, people, and processes.

ABSTRAK

Penelitian ini dilatarbelakangi oleh pentingnya strategi pemasaran jasa pendidikan dalam memperkenalkan keunggulan sekolah kepada masyarakat di tengah perkembangan teknologi digital. Penelitian ini bertujuan untuk mendeskripsikan strategi pemasaran jasa pendidikan melalui digital branding di SMA Negeri 7 Jayapura, meliputi strategi promosi, peran sumber daya manusia, proses pelaksanaan, faktor pendukung dan penghambat, serta kontribusinya terhadap citra sekolah dan minat calon peserta didik. Penelitian menggunakan pendekatan kualitatif deskriptif. Informan penelitian dipilih secara purposive, meliputi kepala sekolah, wakil kepala sekolah, pengelola IT dan media sosial, guru, serta siswa. Data dikumpulkan melalui wawancara mendalam, observasi, dan dokumentasi, kemudian dianalisis melalui reduksi data, penyajian data, dan verifikasi serta diuji melalui triangulasi sumber dan teknik. Hasil penelitian menunjukkan bahwa SMA Negeri 7 Jayapura memanfaatkan Instagram dan Facebook sebagai media digital yang didukung brosur, spanduk, dan sosialisasi langsung. Digital branding melibatkan kepala sekolah, wakil kepala sekolah, pengelola IT, guru, dan siswa melalui proses dokumentasi, pemilihan informasi, penyusunan konten, dan publikasi. Faktor pendukung meliputi dukungan warga sekolah, sarana teknologi, jaringan internet, serta kegiatan dan prestasi sekolah, sedangkan hambatannya berupa keterbatasan tenaga IT, waktu, dan kestabilan jaringan. Digital branding berkontribusi terhadap pengenalan dan citra sekolah serta menjadi salah satu indikasi meningkatnya daya tarik calon peserta didik, yang terlihat dari perkembangan jumlah kelas dari satu menjadi tiga. Dengan demikian, digital branding menjadi bagian dari strategi pemasaran jasa pendidikan yang mengintegrasikan aspek promotion, people, dan process.