Implementation Of School Principals in Marketing Mix as An Effort to Increase the Number of New Students in Private Junior High Schools
(A Qualitative Study in Yamisa Junior High School and Soreang Putera Junior High School, Bandung Regency)
Abstract
The research aims to examine and describe the implementation of planning, organization, execution, supervision, constraints, and solutions of school principals in the marketing mix as an effort to increase the number of new students through management theory and the 4P marketing mix theory (Product, Price, Place, and Promotion). This study employs a descriptive qualitative approach, and data is collected through observation, interviews, and documentary analysis. The findings reveal that: (1) the implementation of planning has been carried out through programs, facilities, tuition fees, promotions, and school policies, although it lacks support from technology-based promotional media, (2) the implementation of organization has been in line with various school activities and resources but is not optimally supported by the expertise of educators, (3) the implementation of execution has been through socialization, communication, coordination, and motivation, but has yet to effectively capture the interest of the community, (4) the implementation of supervision has been through program control and program evaluation, though it's not fully supported by the professionalism of educators, (5) the constraints faced by school principals are limited budget and promotion; their solutions involve utilizing contingency funds and maximizing school resources.
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