Evaluasi Pemasaran Jasa Pendidikan Tinggi Keguruan dan Ilmu Pendidikan Perguruan Tinggi

Vera Manondang Damaianty  Butarbutar; Bambang Ismanto

doi:10.23887/mi.v27i3.48792

Authors

Vera Manondang Damaianty Butarbutar Universitas Kristen Satya Wacana, Salatiga, Indonesia
Bambang Ismanto Universitas Kristen Satya Wacana, Salatiga, Indonesia

DOI:

https://doi.org/10.23887/mi.v27i3.48792

Keywords:

Pendidikan Tinggi, Goal Oriented Evaluation, Marketing Mix

Abstract

Pandangan terhadap ketertinggalan pendidikan yang dihadapi Papua mendorong untuk meningkatkan kualitas pendidikan. Penelitian ini bertujuan untuk melakukan evaluasi terhadap pemasaran pendidikan tinggi pada Fakultas Keguruan dan Ilmu Pendidikan. Penelitian ini dilakukan dengan metode deskriptif analisis dan pendekatan kualitatif. Model evaluasi yang digunakan adalah Goal Oriented Evaluation Model oleh Tyler dengan pendekatan Marketing Mix (5P-Product, Price, Place, People dan Promotion) untuk membantu penjabaran pemasaran di tiap aspek pemasarannya. Pengambilan data dilakukan dengan cara Observasi, Wawancara dan Dokumentasi. Analisis dilakukan secara kualitatif tentang Marketing Mix yang menggunakan 5P (product, price, people, place, dan promotion). Hasil penelitian terkait evaluasi terhadap 5P menunjukkan bahwa perumusan tujuan umum, tujuan khusus, dan tujuan terkait perilaku konsumen untuk aspek product, place, dan promotion sudah cukup jelas, dan mudah untuk dipahami. Namun, evaluasi menemukan bahwa dalam pemasarannya belum ditemukan adanya penentuan terkait situasi dan teknik pengukuran yang akan digunakan untuk menentukan keberhasilan tujuan yang sudah dirumuskan. Dalam pemasaran Price (harga) dan People belum ditemukan rumusan tujuan umum, tujuan khusus, maupun tujuan terkait perilaku.

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