School Branding Strategy In Facing The Impact Of Zoning System

Devi, Mustika and Suyatno, Suyatno and Sukirman, Sukirman School Branding Strategy In Facing The Impact Of Zoning System. International Journal of Educational Management and Innovation. ISSN 2716-2338

Text 2210-School branding strategy.pdf Download (3MB)

Abstract

The education system applied in Indonesia in the acceptance
of new students (PPDB) is currently zoning. Schools run by local
governments are required to accept prospective students
who are domiciled in a predetermined zone radius. However,
this zoning system is considered to have an impact on private
schools. Private schools that do not have a brand may not last
long because they lose a large number of students. Therefore,
one of the efforts that must be made by schools to be
recognized in the community is to build a brand. The object of
this research is the branding strategy in dealing with the impact
of the zoning system. The subjects of this study were the
principal, vice principal in the field of public relations, the
public relations team, the coordinator of new student
admissions (PPDB), teachers and parents/guardians of
students in that SMP Muhammadiyah 2 Yogyakarta. The
research is a qualitative with a case study approach. Data
collection techniques using interviews. The data analysis
technique used is the Miles and Huberman qualitative data
analysis technique, namely data collection, data reduction,
data display, conclution drawing and verification. The results
showed has school branding, namely as the best school,
reference school and child-friendly school. The strategy in
taking advantage of school opportunities is to use school
history as branding, form specialization classes and take
advantage of the alumni network. The strategy in using power
to overcome the threat of the zoning system is to improve
school performance and innovation in school promotion. The
strategy to minimize the weaknesses of the zoning system is to
improvise the PPDB strategy which includes opening PPDB
early and guaranteeing a refund of registration fees to
students. The obstacles to the school branding strategy in
dealing with the zoning system are divided into internal and
external constraints. Internal constraints include a small
number of teachers who are not motivated to move and
external constraints include a changing government system,
the implementation of PPDB is not simultaneous and the
number of school-age children decreases from year to year.
This research is useful for adding, enriching insight, thoughts,
knowledge and information materials that can be used as a
reference for education managers about school branding
strategies in dealing with the impact of the zoning system.

Item Type:	Artikel Umum
Subjects:	L Education > L Education (General)
Depositing User:	Suyatno Suyatno
Date Deposited:	11 Apr 2023 01:33
Last Modified:	11 Apr 2023 01:33
URI:	http://eprints.uad.ac.id/id/eprint/42793

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