INOVASI PEMASARAN BERBASIS TEKNOLOGI INFORMASI PADA SMAN 8 TAMBUN SELATAN KABUPATEN BEKASI
DOI:
https://doi.org/10.58890/jkb.v17i2.437Keywords:
Manajemen Logistik, Teknologi Digital, Inovasi, Manajemen RisikoAbstract
This study aims to analyze the implementation and impact of information technology-based
marketing innovation at SMAN 8 Tambun Selatan, Bekasi Regency, Indonesia. The research
uses a mixed-method approach combining qualitative and quantitative analysis. Data were
collected through interviews, observations, questionnaires, and documentation. The results
indicate that digital marketing innovations, particularly the use of social media, the official
school website, and stakeholder engagement, significantly increase student registration
rates. Statistical analysis shows that social media effectiveness (β = 0.45), website
information quality (β = 0.30), stakeholder involvement (β = 0.25), and digital marketing
strategy (β = 0.35) positively affect marketing performance (p < 0.05). The number of
student applicants increased by 25% after the implementation of digital technology, while
administrative efficiency improved by 66% and errors decreased by 80%. The study
concludes that technology-based marketing innovation strengthens school competitiveness
and institutional image in the digital era. However, challenges remain in staff digital literacy,
budget allocation, and network infrastructure.
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