Volume 06 Issue 10 October 2023
Management of Private School Social Marketing Strategies in Maintaining the Target Adopters Obtained
1Rismita, 2Istaryatiningtias
1,2Universitas Muhammadiyah Prof. DR. HAMKA & Jakarta, Indonesia
DOI : https://doi.org/10.47191/ijsshr/v6-i10-58Google Scholar Download Pdf
ABSTRACT
The private school social marketing strategy is used to overcome the problem of student transfer after acceptance of target adopters obtained to public schools. The research objective is to analyze social marketing management strategies us ing SWOT analysis based on the seven components of social marketing theory. The research method uses descriptive qualitative, the data collection process is observation, interviews with principal informants, vice principals, teachers, documentation in the form of reports and extracurricular activities that are broadcast on social media, with inductive data analysis and researchers ma ke interpretations of the meaning or interpretation of the data. The data analysis technique used is data reduction, data presentation, and conclusion drawing and data verification. The results showed that there was a transfer of students with reasons from the students' parents, namely public schools did not charge fees or were free, factors of family support that were less supporti ve, and social factors. Overcoming this transfer, the school initiated extracurricular programs and promoted the excellence of Muhammadiyah schools in social services and character education.
KEYWORDS:Strategy Management; Social Marketing; SWOT Analysis
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