STRATEGI BAURAN PEMASARAN 4P TERHADAP PEMILIHAN KELOMPOK BERMAIN/TAMAN-KANAK-KANAK
Abstract. Awareness of the importance of early childhood education (PAUD) has led to the establishment of Playgroups (KB) and Kindergartens (TK). The rise of similar educational services causes increased competition. To win the hearts of parents/guardians of prospective students, PAUD organizers apply various marketing strategies, one of which is the marketing mix. KB/TK Puri Mandiri III in Cemani, Grogol, Sukoharjo is one of the PAUD service providers that implements the 4P marketing mix. That is the background of this research. The research was carried out to understand the simultaneous and partial contribution of the 4P marketing mix variables to the selection of KB/TK Puri Mandiri III, as well as to understand which variables had the greatest contribution. Explanatory research with a quantitative approach is applied. Based on this research, it can be understood that product, price, place and promotion have a simultaneous contribution to the selection of KB/TK Puri Mandiri III. Partially, product and place contributed to the selection of KB/TK Puri Mandiri III, while price and promotion did not. The variable that has the biggest contribution in the selection is the product. For the future it is recommended that KB/TK Puri Mandiri III apply the 7P marketing mix strategy.
Keyword: marketing, place, price, product, promotion
Abstraksi. Kesadaran akan pentingnya pendidikan anak usia dini (PAUD) menyebabkan banyak didirikan Kelompok Bermain (KB) dan Taman Kanak-Kanak (TK). Maraknya jasa pendidikan sejenis menyebabkan persaingan yang meningkat. Untuk memenangkan hati orangtua/wali calon peserta anak didik, penyelenggara PAUD menerapkan berbagai strategi pemasaran, salah satunya adalah bauran pemasaran. KB/TK Puri Mandiri III di Cemani, Grogol, Sukoharjo merupakan salah satu penyedia jasa PAUD yang menerapkan bauran pemasaran 4P (product, price, place, promotion). Hal itulah yang menjadi latar belakang riset ini. Riset dilaksanakan guna memahami kontribusi secara simultan maupun parsial variabel-variabel bauran pemasaran 4P terhadap pemilihan KB/TK Puri Mandiri III, serta memahami variabel apa yang memiliki kontribusi terbesar terhadap pemilihan. Explanatory research dengan pendekatan Kuantitatif diterapkan pada riset ini dan menggunakan bantuan SPSS dalam mengolah data. Berdasarkan riset ini dapat dipahami bahwa product, price, place dan promotion memiliki kontribusi simultan terhadap pemilihan KB/TK Puri Mandiri III. Secara parsial product dan place berkontribusi terhadap pemilihan KB/TK Puri Mandiri III, sementara price dan promotion tidak. Variabel yang memiliki kontribusi terbesar dalam pemilihan KB/TK Puri Mandiri III adalah product. Untuk waktu mendatang KB/TK Puri Mandiri III direkomendasikan menerapkan strategi bauran pemasaran 7P (product, price, place, promotion, people, process, physical evidence).
Kata kunci: harga, pemasaran, produk, promosi, tempat
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