STRATEGI BRANDING SEKOLAH DASAR MUHAMMADIYAH KANGEAN DALAM MENINGKATKAN KEPERCAYAAN MASYARAKAT PULAU KANGEAN

Achmad Syarief Halim, NIM.: 20204092009 (2023) STRATEGI BRANDING SEKOLAH DASAR MUHAMMADIYAH KANGEAN DALAM MENINGKATKAN KEPERCAYAAN MASYARAKAT PULAU KANGEAN. Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The background of this research is that Kangean Muhammadiyah Elementary School is one of the elementary schools that has only been running for 5 years in the Kangean Islands, and is the first Muhammadiyah Elementary School on the island. In the last two years, SD Muhammadiyah has been trusted by the people of Kangean Island to send their children to SD Muhammadiyah Kangean. Because the Muhammadiyah Kangean Elementary School is able to compete with the leading primary schools that have been around for a long time on Kangean Island, even though the school is a new establishment, it can immediately follow today's modern trends. The results of observations where there has been an increase every year starting from 2018 until now, even though the Kangean Muhammadiyah Elementary School is a new school, the enthusiasm of the people there to send their children to Muhammadiyah Elementary School is quite significant. The purpose of this study was to analyze how enthusiastic and responsive the community was to the new school at Muhammadiyah Kangean Elementary School and how the school's branding strategy was carried out by Kangean Muhammadiyah Elementary School. This research method uses a qualitative approach by collecting observational data, interviews and documentation. The research was taken from research subjects, namely: school principals, student guardians. The data analysis technique uses data reduction, data presentation and conclusion/data verification. The validity of the data is done by using triangulation The results of this study indicate that (1) the community's response is enthusiastic because the Muhammadiyah Kangean Elementary School promises good things for the long and short term, one of which is the presence of students who often win at Muhammadiyah Elementary School in every competition between sub-districts and districts. (2) Doing things that are different from other schools such as a new program and becoming the main program at Muhammadiyah Kangean Elementary School, namely the tahfidz and language programs. The target of the tahfidz program itself is that students who pass must memorize juz 30 and be fluent in reading the Koran and the target language is memorizing vocabulary every morning. The program has attracted the attention of the people of Kangean Island because Muhammadiyah Kangean Elementary School can provide additional knowledge, not only general knowledge, but also religion and language.

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