STRATEGI HUMAS DALAM MEMPROMOSIKAN SEKOLAH DI SMK NEGERI 5 KOTA JAMBI

Rahmawati, Amara Dwi (2024) STRATEGI HUMAS DALAM MEMPROMOSIKAN SEKOLAH DI SMK NEGERI 5 KOTA JAMBI. S1 thesis, UNIVERSITAS JAMBI.

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Abstract

Penelitian ini dilatarbelangi promosi sekolah yang dilakukan oleh humas SMK Negeri 5 Kota Jambi. Promosi sekolah merupakan cara agar sekolah lebih dikenal luas oleh masyarakat dan dapat menarik minat masyarakat untuk masuk ke SMK Negeri 5 Kota Jambi, namun dalam pelaksanaannya promosi tidak berjalan dengan baik hal tersebut dapat dilihat dari penurunan jumlah peserta didik tahun sebelumnya. Penelitian ini bertujuan mengetahui strategi yang dilakukan humas dalam mempromosikan sekolah di SMK Negeri 5 Kota Jambi serta untuk mengetahui faktor pendukung dan penghambat humas dalam mempromosikan SMK Negeri 5 Kota Jambi. Penelitian ini merupakan penelitian kualitatif menggunakan pendekatan studi kasus (case study). Pengumpulan data dalam penelitian ini melalui observasi, wawancar, dan dokumentasi. Subjek penelitian adalah kepala sekolah, Waka Humas, 2 staf humas dan 2 siswa. Teknik analis data yang digunakan adalah reduksi data, penyajian data, dan penarik kesimpulan. Hasil penelitian menunjukan bahwa strategi humas dalam mempromosikan sekolah di SMK Negeri 5 Kota Jambi belum terlaksana dengan baik. strategi yang digunakan humas dalam promosi SMK Negeri 5 Kota jambi berdasarkan bauran pemasaran yaitu periklanan, promosi penjualan, publisitas dan penjualan personal belum dapat dikatakan berjalan dengan baik. Meskipun terdapat beberapa keberhasilan, masih ada beberapa aspek yang memerlukan perbaikan untuk meningkatkan efektivitas promosi. Faktor-faktor pendukung meliputi program unggulan setiap jurusan, kerjasama dengan Dunia Usaha dan Dunia Industri (DUDI), kesuksesan event seperti job fair dan open house serta kerjasama media lokal. Adapun faktor penghambat yaitu faktor persaingan, faktor dana, keterbatasan sumer daya manusia. Kesimpulan penelitian ini yaitu strategi humas dalam mempromosikan SMK Negeri 5 Kota Jambi belum terlaksana dengan baik. Meskipun ada beberapa keberhasilan, banyak aspek yang perlu diperbaiki. Faktor pendukung meliputi peran aktif alumni, program unggulan setiap jurusan, serta keterlibatan stakeholder dan dukungan media lokal. Faktor penghambatnya adalah keterbatasan sumber daya manusia dan dana, serta persaingan dengan sekolah lain. This research was motivated by school promotion carried out by public relations at SMK Negeri 5 Jambi City. School promotion is a way to make the school more widely known by the community and can attract people's interest in entering SMK Negeri 5 Jambi City, however in its implementation the promotion did not go well, this can be seen from the decrease in the number of students in the previous year. This research aims to find out the strategies used by public relations in promoting schools at SMK Negeri 5 Jambi City and to find out the supporting and inhibiting factors for public relations in promoting SMK Negeri 5 Jambi City. This research is qualitative research using a case study approach. Data collection in this research was through observation, interviews and documentation. The research subjects were the principal, Deputy Head of Public Relations, 2 public relations staff and 2 students. The data analysis techniques used are data reduction, data presentation, and drawing conclusions. The research results show that the public relations strategy in promoting schools at SMK Negeri 5 Jambi City has not been implemented well. The strategy used by public relations in the promotion of SMK Negeri 5 Jambi City based on the marketing mix, namely advertising, sales promotion, publicity and personal sales, cannot be said to be working well. Even though there have been several successes, there are still several aspects that require improvement to increase promotional effectiveness. Supporting factors include superior programs for each department, collaboration with the Business and Industrial World (DUDI), successful events such as job fairs and open houses as well as local media collaboration. The inhibiting factors are competition factors, funding factors, limited human resources. The conclusion of this research is that the public relations strategy in promoting SMK Negeri 5 Jambi City has not been implemented well. Despite some successes, many aspects need to be improved. Supporting factors include the active role of alumni, superior programs for each department, as well as stakeholder involvement and local media support. The inhibiting factors are limited human resources and funds, as well as competition with other schools.

Type:	Thesis (S1)
Uncontrolled Keywords:	Strategi, Humas, Promosi Strategy, Public Relations, Promotion
Subjects:	L Education > L Education (General)
Divisions:	Fakultas Keguruan dan Ilmu Pendidikan > Administrasi Pendidikan
Depositing User:	Rahmawati
Date Deposited:	10 Jul 2024 07:31
Last Modified:	10 Jul 2024 07:31
URI:	https://repository.unja.ac.id/id/eprint/67191

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