Nirmala, Dina (2026) Implementasi Pemasaran Pendidikan dengan Pendekatan Word of Mouth (WOM) untuk Meningkatkan Citra Lembaga di SMA Negeri 1 Jetis. Undergraduate (S1) thesis, UIN Kiai Ageng Muhammad Besari Ponorogo.
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Abstract
Nirmala, Dina. 2026. Implementation of Educational Marketing with a Word of Mouth (WOM) Approach to Improve the Institution's Image at State Senior High School 1 Jetis. Sarjana’s Thesis. Islamic Education Management Study Program, Faculty of Tarbiyah and Teacher State Islamic University of Kiai Ageng Muhammad Besari Ponorogo. Advisor : Dian Pratiwi, S.E., M.M
Keywords : Educational Marketing, Word of Mouth, Institutional Image
This research is motivated by the increasingly fierce competition among educational institutions in attracting public interest, so that schools are required to be able to implement effective marketing strategies to build and maintain the institution's image. SMA Negeri 1 Jetis applies the Word of Mouth (WOM) approach as a marketing communication strategy to build a positive public perception of the school.
This study aims to (1) analyze the marketing strategy of SMA Negeri 1 Jetis through the Word of Mouth (WOM) approach. (2) identify supporting and inhibiting factors in the application of Word of Mouth (WOM) to improve the image of the institution at SMA Negeri 1 Jetis. (3) evaluate the application and impact of Word of Mouth (WOM) on improving the image of the institution at SMA Negeri 1 Jetis. (4) explore the potential of Word of Mouth (WOM) which can be utilized as a strategy to improve the image of SMA Negeri 1 Jetis.
This research approach is qualitative, using a case study. Data collection techniques include observation, in-depth interviews, and documentation. Data analysis uses the Miles, Huberman, and Saldana model, which includes data condensation, data presentation, and drawing conclusions.
The results of this study are: (1) The marketing strategy through the Word of Mouth approach at SMA Negeri 1 Jetis is carried out through five main indicators, namely the intensity of recommendations, the dominant positive valence of opinions, the credibility of sources involving all school actors, the depth of information content on flagship programs, and community engagement. (2) Supporting factors for the implementation of Word of Mouth include the quality of educational services, good social relations, adequate facilities, and school policies that support the community. The inhibiting factors are negative public perceptions regarding student quality and limited school infrastructure, as well as competition between schools. (3) The implementation of Word of Mouth has a fairly strong impact on the formation of the image of SMA Negeri 1 Jetis in the community. This impact is seen in the increase in public trust, strengthening the perception of academic quality, and the gradual development of the school's reputation. (4) The potential for developing Word of Mouth at SMA Negeri 1 Jetis is very large through strategic collaboration between the principal, teachers, students, alumni, and parents. This strategy is strengthened by consistent service quality, superior achievements, and optimization of social media by the IT team to expand the reach of information.
| Item Type: | Thesis (Undergraduate (S1)) |
|---|---|
| Thesis Supervisor: | Dian Pratiwi |
| Subjects: | 13 EDUCATION > 1399 Other Education > 139999 Education not elsewhere classified |
| Divisions: | Fakultas Ilmu Tarbiyah dan Keguruan > Jurusan Manajemen Pendidikan Islam |
| Depositing User: | Perpustakaan Pusat |
| Date Deposited: | 12 Jun 2026 03:40 |
| Last Modified: | 12 Jun 2026 03:40 |
| URI: | http://etheses.uinponorogo.ac.id/id/eprint/39295 |
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