Strategi Komunikasi Pemasaran “Senyum Kecil” dalam Meningkatkan Kesadaran Masyarakat terhadap Pendidikan Anak di Kota Medan

Abstract

This research is titled “Senyum Kecil’’s Marketing Communication Strategy in Increasing Awareness of Children’s Education Within Medan Society. The purpose of this research is to find out about nonformal educational institution’s marketing communication strategies, to find out about how nonformal educational institution is able to increase awareness about children’s education, and to find out about ‘Senyum Kecil’’s marketing communication strategy in increasing awareness of children's education within Medan society. The theory used in this research were Communication, Marketing Communication, Educational Communication, New Media, and AIDDA. This is a quantitative research with correlational method that aims to find whether or not one variable and another variable have connections among them. There are 2.494.512 people of Medan used as this research’s population. A total of 100 people that fulfilled the criteria, which are those who lives in Medan and knows about ‘Senyum Kecil’, were extracted with purposive and accidental sampling techniques as samples of this research. The data analysis used were single table analysis, cross table analysis, and hipotical test with Spearman’s Rho Rank-Order Correlation equation by SPSS 29.0 application. The result shows a number of 0,831, in which is in high correlation range in Guilford scale. In conclusion, there is an influence between variable X and variable Y by 69%. This research proves Ha, in which there is an influence of ‘Senyum Kecil’’s marketing communication strategy in increasing awareness of children’s education within Medan society. ‘Senyum Kecil’ uses marketing strategies with interesting, unique, informative, and easy-to-understand social media’s content and word of mouth. Based on this research, the result shows that ‘Senyum Kecil’’s marketing communication strategy variable has an influence in increasing awareness of children’s education within Medan society variable.