Evaluasi Peran Marketing Mix dalam Meningkatkan Penerimaan Murid Baru SMP Abc (Studi Kasus)

Abstract

This thesis aims to evaluate and analyze the marketing mix in increasing New Student Admissions (PMB), and make recommendations for schools in the future. The research method used is a qualitative case study method. Researchers want to evaluate and analyze the implementation of the marketing mix that has been used in SMP ABC so that the number of students increases and exceeds the target number of students during the PMB implementation. The sample of this research is 6 respondents with purposive sampling method. Researchers used the interview method. Data processing is carried out using MAXQDA software which is part of the Computer Assisted Qualitative Data Analysis Software (CAQDAS). This study found that promotion, people, price, product, physical evidence, place, and process have been implemented in SMP ABC to attract school consumers at SMP ABC. The results of this study cannot be used as a benchmark for school growth. Relationships and loyalty to consumers must be maintained. Limitations/implications This study finds some limitations that can be used to investigate new research possibilities.