STRATEGI PENGUATAN BRAND IMAGE DALAM MENINGKATKAN MINAT CALON PESERTA DIDIK DI SMAIT THARIQ BIN ZIYAD TAMBUN SELATAN

CINTA WULAN SAFITRI, . (2025) STRATEGI PENGUATAN BRAND IMAGE DALAM MENINGKATKAN MINAT CALON PESERTA DIDIK DI SMAIT THARIQ BIN ZIYAD TAMBUN SELATAN. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan mendeskripsikan strategi SMAIT Thariq Bin Ziyad Tambun Selatan dalam memperkuat brand image untuk meningkatkan minat calon peserta didik. Sub fokus penelitian meliputi implementasi, persepsi masyarakat terhadap brand image sekolah, dampak, serta faktor pendukung dan penghambat strategi penguatan brand image. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan teknik wawancara, observasi, dan studi dokumentasi. Informan terdiri dari kepala sekolah, wakil kepala sekolah bidang kesiswaan, humas, orang tua, peserta didik, serta calon orang tua dan calon peserta didik. Hasil penelitian menunjukkan bahwa strategi dilakukan melalui program A3B, pembudayaan teknologi, pengembangan prestasi siswa, peningkatan kompetensi pendidik dan tenaga kependidikan, pelibatan orang tua dan masyarakat, pengoptimalan branding di media sosial, serta promosi langsung. Persepsi masyarakat terhadap brand image sekolah positif, berdampak pada meningkatnya jumlah peserta didik dan minat pendaftar, kepuasan orang tua dan peserta didik, serta tumbuhnya pengakuan, kepercayaan, dan rekomendasi. Faktor pendukungnya antara lain sistem yayasan, kualitas SDM, sedikitnya sekolah Islam terpadu di sekitar, dan dukungan orang tua, adapun hambatannya berupa kelelahan sumber daya manusia, persaingan dengan sekolah negeri dan perbedaan karakteristik peserta didik dengan image yang dibangun sekolah. ***** This study aims to describe the strategy of SMAIT Thariq Bin Ziyad Tambun Selatan in strengthening its brand image to increase the interest of prospective students. The sub-focus of the study includes implementation, public perception of the school's brand image, impact, and supporting and inhibiting factors of the brand image strengthening strategy. This study uses a descriptive qualitative approach with interview, observation, and documentation study techniques. Informants consisted of the principal, vice principal for student affairs, public relations, parents, students, and prospective parents and prospective students. The results of the study indicate that the strategy is carried out through the A3B program, technology cultivation, student achievement development, improving the competence of educators and education personnel, parental and community involvement, optimizing branding on social media, and direct promotion. Public perception of the school's brand image is positive, impacting the increase in the number of students and interest in registration, parental and student satisfaction, and growing recognition, trust, and recommendations. The supporting factors include the foundation system, quality of human resources, the small number of integrated Islamic schools in the area, and parental support, while the obstacles include human resource exhaustion, competition with state schools and differences in student characteristics with the image built by the school.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Dr. Rugaiyah, M.Pd; 2). Muhamad Fadholi, ST., Par., M.M.
Subjects:	Pendidikan > Aneka Ragam tentang Pendidikan Manajemen > Pendidikan, Riset Penelitian Bisnis
Divisions:	FIP > S1 Manajemen Pendidikan
Depositing User:	Cinta Wulan Safitri .
Date Deposited:	12 Aug 2025 02:09
Last Modified:	12 Aug 2025 02:09
URI:	http://repository.unj.ac.id/id/eprint/59975

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