relation: http://eprints.uny.ac.id/89863/
title: Strategi Public Relations: Pemasaran dan Pelayanan Pendidikan dalam Pembentukan Citra Positif Sekolah di Sekolah Menengah Kejuruan Negeri dan Swasta
creator: Muliawati, Nadia
subject: Manajemen Pendidikan
description: This study aims to: (1) describe the public relations strategies implemented  by public and private vocational schools in their marketing programs to build a  positive image of the school; (2) describe the public relations strategies implemented  by public and private vocational schools in their educational services programs to  build a positive image of the school; (3) explore the views and experiences of  stakeholders (teachers, students, and the community) regarding the public relations  strategies implemented by public and private vocational schools; and (4) to analyze  the similarities and differences in public relations strategies implemented by public  and private vocational high schools in their educational marketing and service  programs to build a positive school image.  This research employed a qualitative method with a descriptive approach.  The research was conducted at Depok Sleman 2 Vocational High School and  Muhammadiyah 3 Yogyakarta Vocational High School. The research subjects  include the vice principal in charge of public relations, teachers, students, and the  community. Data were collected through three techniques: interviews, observations,  and documentation studies. Data analysis was then performed using the interactive  model developed by Miles, Huberman, and Saldana.  The results of this study are: (1) educational marketing in public and private  vocational schools is strategically implemented through strategic marketing, IMC,  and customer-oriented marketing, integrated with POAC, which strengthens the  school’s image and public trust; (2) educational services based on partnerships with  DUDI and community participation make public relations play a strategic role in  communication, management, and service, ultimately strengthening the quality of  services and the positive image of the school; (3) teachers emphasize internal  collaboration and external promotion, students play a role as disseminators of  authentic information, while the community becomes an active partner in socio-  cultural activities. All three contribute to a sustainable positive image of the school;  (4) the marketing and service strategies of public and private vocational high schools  in Yogyakarta share the same goal of building a positive image and attracting  prospective students through the application of the POAC principles. Public  vocational schools tend to be more systematic and research-based, while private  vocational schools are more flexible and emphasize religious values and social  closeness. Both focus on enhancing the school’s image.
date: 2025
type: Thesis
type: NonPeerReviewed
format: text
language: en
identifier: http://eprints.uny.ac.id/89863/1/nadia%20muliawati_23011640140.pdf
identifier:   Muliawati, Nadia  (2025) Strategi Public Relations: Pemasaran dan Pelayanan Pendidikan dalam Pembentukan Citra Positif Sekolah di Sekolah Menengah Kejuruan Negeri dan Swasta.  S2 thesis, Fakultas Ilmu Pendidikan.