Marketing Public Relations Penerimaan Peserta Didik Baru in the Middle of the Zoning System (Study at SMA Bina Mulya Gadingrejo)

Abstract

The zoning system implemented by the government in the Penerimaan Peserta Didik Baru (PPDB) or New Student Admissions program in state schools has an impact on the number of students in private schools, especially in Sekolah Menengah Atas (SMA) or private Senior High Schools in Pringsewu Regency. Several schools experienced a decline in the number of students and there were even private high schools which were eventually closed because they did not have enough students. Competition between state schools and private schools is increasingly fierce. Until now, various breakthroughs continue to be made by each school to maintain its existence.

This research provides an explanation of the efforts of private high schools in facing competition amidst the zoning system through the Marketing Public Relations (MPR) approach. The aim of this research is to find out how the 2022 MPR PPDB process will be in the midst of the zoning system at SMA Bina Mulya Gadingrejo, Pringsewu. A qualitative approach is used to explain data obtained through interviews, observation, documentation and analysis results which are supported by Relationship Management theory.

The research results show that the MPR PPDB process in the middle of the zoning system is carried out through several stages, namely Problem Definition, Planning and Programming, Taking Action and Communication and Program Evaluation. There are three supporting strategies, namely the Pull Strategy, Push Strategy and Pass Strategy. The strategy is integrated with marketing communication tools which have a significant impact on improving the school's image and the interest of student applicants.