Oktavia Indah Permata Sary, 0108521002 (2023) Strategi Pemasaran Jasa Pendidikan Pasca Covid-19 Pada Layanan Taman Pengasuhan Anak (TPA) di Kota Semarang. Masters thesis, UNNES.

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Abstract

Daycare is one of the non-formal early childhood education programs institutions. Marketing of educational services is an activity or social process that is carried out managerially, whether carried out by individuals or as a group, to obtain results that are required and desired by educational institutions through the form of offers with other interested parties. In 2020 the education industry will face challenges in the field of marketing due to the Covid-19 pandemic. This study aims to determine the educational service marketing strategy and the supporting and inhibiting factors at TPA. In marketing theory as an overall system of activities aimed at planning, pricing, promoting, and distributing satisfactory institutions. Using the concept of the marketing mix which consists of 4P namely product, price, place, and promotion This study uses a qualitative design with a case study approach. Data collection techniques use observation, interviews and documentation. Sources of data come from school principals, teachers and parents. The data validation technique used is source and technique triangulation. The data analysis technique used is to understand, organize and interpret the data. Researchers conducted research on three institutions, namely Daycare An-Nur, Daycare Hidayatullah, and Daycare Pena Prima. The results of the study show that externally there are printed promotional media, places for outreach, outreach during a pandemic, and social media. Internally there are marketing departments, TPA price adjustments, teacher competence, and price adjustments during Covid-19. Supporting factors in this marketing strategy are good service, parental trust, excellent programs, adequate facilities and infrastructure, and a strategic location. Inhibiting factors in the marketing strategy are the limited time when socializing, the absence of a marketing committee, and competition between institutions is very tight.

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