期刊名称：JMSP (Jurnal Manajemen dan Supervisi Pendidikan)
印刷版ISSN：2580-3417
电子版ISSN：2541-4429
出版年度：2019
卷号：3
期号：3
页码：156-169
DOI：10.17977/um025v3i32019p156
出版社：Universitas Negeri Malang
摘要：This study aims to produce a product in the form of a marketing mix strategy plan in increasing the quantity of students in Public Senior High School 5 Tual. This research approach uses a research and development (R & D) approach which consists of 10 (ten) steps that are modified into seven steps, namely potential and problems, data collection, product design, design validation, design revision, product testing, and product revision . Data was collected through observation, interviews, and documentation studies, and FGDs. Data analysis was conducted in two stages, namely qualitative data analysis and SWOT analysis. The results of the study are in the form of a strategic plan developed through R & D steps by first analyzing the potential and problems faced by the school. Next is data collection from the internal aspects and external aspects of the school. After the data is collected then an analysis of internal factors and external factors is carried out through a SWOT analysis. The results of the SWOT analysis are strategies that are in quadrant IV (weakness threats), which support a defensive strategy. Based on the defensive strategy, the product strategy plan is developed by generating strategies namely: (1) development of the school's superior programs; (2) school management planning programming budgeting system (PPBS); (3) structuring school layout; (4) the use of internet media and school exhibitions as a channel for school promotion; (5) recruitment of teachers and other staff according to priorities and propose the addition of teachers intensively to the government; (6) improvement of facilities and infrastructure through collaboration with the government, parents of students, and local entrepreneurs; and (7) planning learning programs that can attract students' attention.
关键词：strategy; marketing mix; increase quantity of students
