ANALISIS STRATEGI PROMOSI LEMBAGA KURSUS DAN PELATIHAN (LKP) HARMONI ALFIANSYAH BERBASIS WOMEN ENTREPRENEURSHIP DALAM MENINGKATKAN MINAT PESERTA DIDIK BARU
DOI:
https://doi.org/10.61722/jiem.v4i8.12547Keywords:
Promotional Strategy, STP, AIDA, SWOT, Women Entrepreneurship, Interest of New StudentsAbstract
This study aims to analyze the promotional strategies implemented by Harmoni Alfiansyah Course and Training Institute (LKP) based on Women Entrepreneurship in increasing the interest of new students. This study employed a qualitative research method with a descriptive approach. Data were collected through observation, interviews, and documentation involving the Head of the Institution, administrative staff, tutors, students, and parents as research informants. The data were analyzed through the processes of data reduction, data presentation, and conclusion drawing.The results show that Harmoni Alfiansyah Course and Training Institute (LKP) has effectively implemented promotional strategies based on the Segmentation, Targeting, and Positioning (STP) concept and the Attention, Interest, Desire, and Action (AIDA) model. The SWOT analysis indicates that the institution's strengths lie in the quality of its services, the diversity of its educational programs, and its positive public image. However, it still faces weaknesses in the utilization of digital promotional media. Furthermore, the implementation of Women Entrepreneurship through innovative, communicative, and participatory female leadership has contributed to the effectiveness of the institution's promotional strategies. Therefore, the promotional strategies implemented by Harmoni Alfiansyah Course and Tra.
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