DAMPAK KEBIJAKAN KEPALA SEKOLAH DALAM STRATEGI PEMASARAN PENDIDIKAN TERHADAP PENINGKATAN PESERTA DIDIK DI MI PUI KUNINGAN
Abstract
ABSTRACT
The principal as a leader has educational roles and policies for the success of an educational institution, one of the policies is the marketing promotion of educational services to increase students. The goal of marketing is to maximize consumer satisfaction and the school will always have its existence. With the existence of several forms of educational marketing, it is hoped that it can measure the success of educational marketing strategies in increasing new students. The aim of this research is to (1) explain the principal's policy regarding educational marketing strategies in increasing the number of students at MI PUI Kuningan, (2) Explain the implementation of the principal's policy regarding educational marketing strategies in the development of increasing the number of students at MI PUI Kuningan, (3) ) explains the impact of the principal's policy in educational marketing strategies on increasing students at MI PUI Kuningan. The researcher used a qualitative approach, the key information in this research was the principal, 3 senior teachers, administrative staff, and the students' parents. The method used in this research is a descriptive method which aims to provide a systematic, factual, accurate description of the facts and nature and relationships between the phenomena being investigated. The conclusion of this research is: The principal's policy regarding educational marketing strategies in increasing the number of students at MI PUI Kuningan with target market strategies, competitive positions, and mixed strategies or marketing mix (7 Ps: product, price, place, promotion, people, physical evidence, process). Implementation of the school principal's policy in the development of increasing the number of students is the preparation of marketing plans carried out by the School Principal and the Foundation determining the target number of students, target areas for marketing, promotional strategies to be carried out, planning for the opening of student admissions. in organizing marketing, forming a committee for accepting new students (PPDB). Implementation process: orientation of new students, class grouping of students. control and control: the school principal acts as a supervisor, as well as being responsible for the PPDB committee referring to planning strategies. The impact of this: increasing public trust in educational institutions, providing excellent service to customers, providing support and cooperation from partners, and a commitment to loyalty from the community, especially parents of students who are loyal customers.
Keywords: Principal Policy, Education Marketing, Student Improvement
References
M.H. Nisak, « Strategi promosi jasa pendidikan dalam meningkatkan kuantitas peserta didik baru di sdit darul falah sukorejo ponorogo », dans Manajemen Pendidikan Islam, 2023
A.N. Fadlilah, S. Masfiah, Implementasi Strategi Marketing Mix Dalam Upaya Meningkatkan Jumlah Peserta Didik Di Tk Al Huda Kota Malang…, op. cit. n. 26
B. Sintasari, N. Afifah, Strategi Manajemen Pemasaran Unggul Jasa Pendidikan di SMP Islam Terpadu Ar Ruhul Jadid Jombang…, op. cit. n. 17
Faizin, Strategi Pemasaran Jasa Pendidikan Dalam meningkatkan Nilai Jual Madrasah…, op. cit. n. 25
Falahiyah, E. Syarifudin, Hanafi, « Pemasaran Pendidikan dalam Meningkatkan Kuantitas Peserta Didik di Rudatul Athfal Nurul Jannah Kota Tanggerang », dans Jurnal on Education, 06, 01, 2023, p. 571‑579
Falahiyah et al., Pemasaran Pendidikan dalam Meningkatkan Kuantitas Peserta Didik di Rudatul Athfal Nurul Jannah Kota Tanggerang…, op. cit. n. 55
M. Mahmud, H. Najmul, C. Fransisko, E. Mentari, « Strategi Pemasaran Jasa Pendidikan dalam Meningkatakan Citra Sekolah », dans Jurnal Pendidikan Agama Islam, 5, 8.5.2017, 2022
H. Asrohah, MANAJEMEN MUTU PENDIDIKAN Government of Indonesia (GoI) and Islamic Development Bank (IDB)…, op. cit. n. 20
J.P. Keislaman, Implementasi Fungsi-Fungsi Manajemen dalam Lembaga Pendidikan Islam ( Studi Kasus Pengelolaan Madrasah Ibtidaiyah Islahul Muta ’ allim Pagutan )…, op. cit. n. 19
M. Mahmud et al., Strategi Pemasaran Jasa Pendidikan dalam Meningkatakan Citra Sekolah…, op. cit. n. 58
M. Munir, « Manajemen Pemasaran Pendidikan Dalam Meningkatkan Kuantitas Peserta Didik », dans Intizam: Jurnal Manajemen Pendidikan Islam, 1, 2, 2018, p. 17
P.S. Ramadina, T. B.K, H. ’Akil, « Strategi Marketing Pendidikan Melalui Media Sosial Di Sekolah », dans PeTeKa: Jurnal Penelitian Tindakan Kelas dan Pengembangan Belajar, 4, 1, 2021, p. 367‑376
S.O. Sania Putriana, « Kebijakan kepala sekolah dalam meningkatkan mutu pendidikan », dans … Pendidikan Islam FITK UIN-SU, 5, 2021
S. Fajar Sri Utami, Mudofir, Manajemen Strategi Pemasaran Pendidikan…, op. cit. n. 61
W.A. Permana, Manajemen Rekrutmen Peserta Didik Dalam Meningkatkan Mutu Lulusan …, op. cit. n. 3
Z. Arifin, « Manajemen Peserta Didik sebagai Upaya Pencapaian Tujuan Pendidikan », dans Website: Journal, 8, 1, 2022, p. 2503‑3506
