STRATEGI PEMASARAN JASA PENDIDIKAN DI ERA GLOBALISASI (STUDI KASUS DI SMK MUHAMMADIYAH 1 SLEMAN)

Abstract

The discussion in this paper is focused on marketing educational services. The development and changes in people's perspectives and ideals that are influenced by advances in information technology towards education choices have made business actors responsive to this view it as an opportunity in the field of educational services. Business opportunities in the field of education service providers can be carried out if the actors / owners of capital are able to provide or realize educational services according to the ideals and desires of the community. This has led to the emergence of a variant of private education owned by individuals, organizational institutions or mass organizations and so on. The existence of various kinds of private schools that grow certainly has a positive and negative impact. Together with state schools as education providers, it indirectly creates a competitive climate so that it has positive impacts such as providing encouragement for each educational institution to develop in order to increase competitiveness, so that the existing quality can give influence or preference for the community. One of the negative impacts of this competitive climate for educational institutions that are less responsive to competition is reduced public interest, a poor image and the threat of institutional failure. Marketing of educational services is a theory, concept and solution for educational institutions that want to compete in this global era to maintain their existence and sustainability amidst competitive competition. In this case the authors conducted research related to the marketing of educational services at SMK Muhammadiyah 1 Sleman. The results of the research are descriptive analysis with the marketing mix theory as a component of the analysis, where the data is obtained through the method of observation and interviews with school principals, curriculum staff and students. This study concludes that the results of the marketing strategy of SMK Muhammadiyah 1 Sleman have a positive impact, which indirectly implies that SMK Muhammadiyah 1 Sleman applies a marketing strategy for educational services marketing mix / marketing mix. The results of the marketing strategy are an increase in public interest and interest as well as an increase in the number of students.
Keywords: Globalization, Educational Institution Competition, Educational Service Marketing