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.
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Abstract
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.
| Item Type: | Thesis (S2) |
|---|---|
| Uncontrolled Keywords: | pelayanan pendidikan, pemasaran pendidikan, strategi public relations |
| Subjects: | Pendidikan > Manajemen Pendidikan |
| Divisions: | Fakultas Ilmu Pendidikan dan Psikologi (FIPP) > Manajemen Pendidikan |
| Depositing User: | Perpustakaan FIP |
| Date Deposited: | 25 Feb 2026 03:20 |
| Last Modified: | 25 Feb 2026 03:20 |
| URI: | http://eprints.uny.ac.id/id/eprint/89863 |
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