BLENDING HERITAGE AND INNOVATION: A DIGITAL TRANSFORMATION IN SCHOOL PROMOTION FROM BEKASI
DOI:
https://doi.org/10.31004/jrpp.v8i2.44165Keywords:
Nilai-nilai Tradisional, Tren Digital, Strategi Promosi Sekolah, Pemasaran Pendidikan, Kepekaan Budaya..Abstract
Studi ini mengeksplorasi integrasi nilai-nilai tradisional dan tren digital dalam strategi promosi sekolah, dengan fokus pada sekolah-sekolah Strada Katolik di Kota Bandung, Indonesia. Penelitian ini bertujuan untuk memahami bagaimana pendekatan-pendekatan ini dapat disinergikan untuk meningkatkan visibilitas sekolah, menumbuhkan kepercayaan, dan memastikan keberlanjutan dalam pasar pendidikan yang kompetitif. Pendekatan metode campuran digunakan, menggabungkan data kualitatif dari wawancara mendalam, observasi, dan analisis media sosial dengan data survei kuantitatif. Temuan-temuan tersebut mengungkapkan bahwa metode-metode tradisional, seperti rekomendasi orang tua dan keterlibatan masyarakat, tetap berpengaruh, khususnya dalam konteks yang kaya akan budaya. Namun, perangkat digital seperti platform media sosial dan situs web sekolah menawarkan skalabilitas dan efisiensi, menjembatani kesenjangan dalam penjangkauan tradisional. Dengan mengintegrasikan paradigma-paradigma ini, sekolah-sekolah dapat menciptakan strategi hibrida yang menjawab berbagai harapan pemangku kepentingan sekaligus memanfaatkan kemajuan teknologi modern. Studi ini berkontribusi pada bidang pemasaran pendidikan dengan menyediakan kerangka kerja untuk menyeimbangkan kepekaan budaya dengan inovasi, menawarkan wawasan praktis bagi administrator sekolah dan pembuat kebijakan di Indonesia dan negara-negara berkembang lainnya yang menavigasi dinamika serupa.References
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