Analysis Of Marketing Strategies At SMAN 1 Pangandaran In Improving The Image As The Favorite School
Keywords:
Marketing Strategy, School ImageAbstract
Public expectations of educational institutions today are not only limited to academic quality, but also to the image and reputation of schools that are able to reflect excellence as a whole. In fact, not all schools are able to meet these expectations without a planned and integrated marketing strategy. This study aims to analyze and describe the implementation of the 7P (Product, Price, Place, Promotion, People, Process, Physical Evidence) mix-based marketing strategy at SMAN 1 Pangandaran and its contribution in shaping the image of the school as a leading educational institution by using qualitative methods and descriptive analysis approaches through direct observation. The results of the study show that the 7P based marketing strategy implemented by SMAN 1 Pangandaran has proven to contribute significantly in shaping the image of the school as a leading educational institution in its region. Through improved services and promotions on the official website, participation in competitions, and alumni involvement. However, another reality found is that there is still a lack of use of social media such as Instagram as a potential means of digital promotion. Therefore, social media optimization is a strategic need so that school promotional messages reach a wider audience. With transparent and participatory management, the marketing strategy implemented also strengthens public trust and increases the attractiveness of schools in the process of accepting new students.
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