Analysis of Trial Class Programs as Value Added in SPMB Marketing Strategies at Muhammadiyah GKB Elementary School
Analisis Program Trial Class Sebagai Value Added Dalam Strategi Marketing SPMB di SD Muhammadiyah GKB
DOI:
https://doi.org/10.21070/ups.9718Keywords:
Trial Class, Marketing strategy, Word of Mouth, Value Added, Primary SchoolAbstract
Increasingly fierce competition in the world of primary education requires private schools to innovate in attracting prospective students, particularly in the New Student Admission System (SPMB) process. This study aims to analyze theeffectiveness of the Trial Class program as Value Added inexperience-based marketing strategies and Word of Mouth (WOM) in Muhammadiyah GKB elementary schools. The research method used was qualitative with a case study approach. Data were obtained through interviews, observations, and documentation of teachers, students, and parents involved in the program. Data analysis was conducted using
thematic analysis to identify patterns of perception and the impact of program implementation on the school's image and competitiveness. The results showed that the Trial Class was able to provide a direct learning experience that had a positive impact on the social, emotional, and cognitive readiness of prospective students, increased parent trust and loyalty, and strengthened school promotion through the WOM mechanism. In addition, this program contributed significantly to an increase in the number of applicants and the formation of a positive image of the school. Thus, the Trial Class not only functions as an activity to introduce the learning environment, but also as an innovative marketing strategy that adds to the competitive value of basic education institutions in facing the challenges of the modern era.
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