Institutional Repository UIN Sunan Kalijaga YogyakartaSTRATEGI KEPALA SEKOLAH DALAM MEMBANGUN CITRA POSITIF DI SD AISYIYAH FULL DAY WEDI KLATENNIM.: 22104090015Laura Umi LatifahauthorA school's positive image is one of the factors influencing public trust in choosing an educational institution. Amidst competition between schools, the principal plays a strategic role in building a positive image by improving the quality of education and services. Aisyiyah Full-Day Elementary School Wedi Klaten, is one of the Islamic elementary schools that has successfully built a positive image through its flagship programs, school achievements, and the implementation of Islamic values. This study aims to determine the principal's leadership typology, the principal's strategy in building a positive image, and the impact of a positive image on the interest of prospective new students at Aisyiyah Full-Day Elementary School Wedi Klaten. This research was conducted at Aisyiyah Full-Day Elementary School, Irobangsan, Pandes, Wedi, Klaten, from February to July 2026 using a qualitative approach with a case study. The research subjects consisted of principals, teachers, and parents of students selected purposively. Data were collected through semi-structured interviews, observation, and documentation. Data analysis employed the interactive model of Miles, Huberman, and Saldaña, which encompasses data condensation, data presentation, and drawing and verifying conclusions. Data validity was tested using source and technical triangulation. First, the research results show that the principal's leadership typology is a combination of Islamic leadership, democratic leadership, and transformational leadership. Second, the principal's strategy is implemented through the stages of planning, implementation, branding, and evaluation. Planning is through the preparation of learning programs and the development of a superior curriculum. Implementation is through improving academic and non-academic quality, teacher professionalism, service quality, and school achievement. Branding is through school promotion and strengthening public trust, while the evaluation stage is carried out by utilizing the experiences of parents as a basis for program improvement and increasing service quality. Third, the school's positive image forms a positive public perception of the quality of education, thereby increasing trust and encouraging parents' interest and decisions to choose SD Aisyiyah Full Day Wedi Klaten, which has an impact on increasing the interest of prospective new students. Fourth, supporting factors include flagship programs, islamic values, achievements, teacher quality, and educational services. Hindering factors include parental complaints made via social media without prior clarification, neighborhood safety, and an increasing number of students, which demands readiness in terms of resources and facilities.371.36 Metode Pengajaran, Metode Pembelajaran2026-08-14UIN SUNAN KALIJAGA YOGYAKARTA;FAKULTAS ILMU TARBIYAH DAN KEGURUANThesis

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