STRATEGI BRANDING SEKOLAH UNGGULAN PADA SMPIT AL-GHAZALI PALANGKA RAYA KALIMANTAN TENGAH

Muhammad Ridhoni Zamzam, NIM.: 19104090019 (2024) STRATEGI BRANDING SEKOLAH UNGGULAN PADA SMPIT AL-GHAZALI PALANGKA RAYA KALIMANTAN TENGAH. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The background of this research began with the spirit of parents and guardians who wanted quality and sustainable education as designed by Bunda Dr. Tutut Sholihah, M.Pd, an expert in Educational Management, so that SMPIT Al-Ghazali Palangka Raya Full Day School was established in 2013. SMPIT Al-Ghazali was initially intended for the first batch of students who had just graduated from SDIT Al-Furqan Palangka Raya, until always trying to expand the promotion network and always open new student admissions. So this study aims to determine the branding strategy used by SMPIT Al-Ghazali Palangka Raya and to maintain the image of a superior school product that is achieved nationally and internationally. As well as producing quality graduates. This research is qualitative research with a field study type. The subjects in this study are: the head of the foundation, quality assurance, principal, teachers, students and alumni. Data collection is done through interviews, observations, and documentation. Data analysis techniques with transcript, coding, grouping, comparing and contrasting, and interpretation. Data validity techniques with source triangulation. Data validity is tested through the Triangulation of Techniques and Data Sources. For data analysis in this study use (1) Data Condensation; (2) Data Display; and (3) Conclusion Drawing and Verification. The results of the study show: First, the branding strategy of superior schools at SMPIT Al-Ghazali Palangka Raya includes; (1) innovating, (2) maintaining quality, (3) improving quality, (4) improving the quality of human resources, and (5) maintaining the characteristics of the school. Second, developing a branding strategy is motivated by the community's needs who want their children to have a leading school in Palangka Raya and under the auspices of the Al-Ghazali Palangka Raya Foundation. Third, the achievement of the school branding strategy at SMPIT Al-Ghazali Palangka Raya: internally; (1) the school becomes more organised, (2) the school becomes more conceptual and quickly meets its goals, (3) produces many achievements and awards. Externally; (1) the school becomes better known by the community, (2) the school receives positive assessments from the community, (3) increases the number of enthusiasts who enter and choose SMPIT Al-Ghazali Palangka Raya with the fulfilment of the student acceptance quota from year to year.

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