Implementasi manajemen branding dalam meningkatkan mutu pendidikan islam di SD Mmuhammadiyah Paesan “program khusus” Kedungwuni Kabupaten Pekalongan

Firdaus, Firdaus (2017) Implementasi manajemen branding dalam meningkatkan mutu pendidikan islam di SD Mmuhammadiyah Paesan “program khusus” Kedungwuni Kabupaten Pekalongan. Masters thesis, IAIN Pekalongan.

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Abstract

Dunia pendidikan saat ini, memasuki era persaingan yang ketat dan kompetitif. Setiap sekolah bersaing untuk meningkatkan mutu pendidikan, agar mendapatkan murid sebanyaknya. Manajemen branding merupakan salah satu bentuk usaha dalam meningkatkan mutu pendidikan. Branding dari suatu sekolah menjadi sangat penting untuk diciptakan dan diharapkan dapat meningkatkan mutu sekolah. Sebagaimana yang dilakukan oleh SD Muhammadiyah Paesan Kedungwuni Kabupaten Pekalongan yang menjadikan "Program Khusus" sebagai branding sekolah. Tujuan penelitian ini adalah Pertama, mengeksplorasi implementasi manajemen branding dalam meningkatkan mutu pendidikan islam di SD Muhammadiyah Paesan. Kedua, mengeksplorasi faktor pendukung dan penghambat dalam implementasi manajemen branding di SD Muhammadiyah Paesan. Ketiga, mengeksplorasi konsep “Program Khusus” sebagai branding dalam meningkatkan mutu pendidikan Islam di SD Muhammadiyah Paesan. Penelitian ini merupakan penelitian lapangan dengan pendekatan kualitatif. Penelitian dilakukan di SD Muhammadiyah Paesan “Program Khusus” Kedungwuni Pekalongan. Informan penelitian ini terdiri dari pengurus majelis dikdasmen PCM Kedungwuni, kepala sekolah, guru, karyawan, dan wali murid. Pengumpulan data dilakukan dengan wawancara, observasi dan dokumentasi. Teknik keabsahan data dengan menggunakan triangulasi data, teori, dan metode. Sedangkan dalam teknik analisa data menggunakan model Miles dan Hubberman yaitu pengumpulan data, reduksi data, penyajian data dan penarikan kesimpulan. Hasil penelitian ini adalah pertama, proses implementasi manajemen branding di SD Muhammadiyah Paesan “Program Khusus” terdiri dari empat tahapan, yaitu tahap perencanaan; para stakeholders sudah berkomitmen untuk meningkatkan mutu melalui brand extension dari sekolah unggulan. Tahap pengorganisasian; terdapat pembagian tugas dalam membentuk brand equity. Tahap pelaksanaan; terdapat kerjasama yang baik dengan beberapa pihak. Serta tahap pengawasan; terdapat supervisi manajerial bagi kepala sekolah, dan supervisi mengajar bagi guru. Kedua, faktor pendukung yaitu komunikasi antara pengurus majelis dikdasmen, PCM Kedungwuni, dengan beberapa lembaga dalam mengenalkan brand “Program Khusus” di masyarakat. Sedangkan faktor penghambat yaitu hubungan disharmoni antara kepala sekolah dengan guru dan karyawan, dan persepsi yang berbeda tentang visi misi, serta minimnya sarana dan prasarana. Ketiga, inti dari konsep “Program Khusus” adalah pelayanan optimal bagi seluruh warga sekolah, baik untuk guru, karyawan, peserta didik, maupun wali murid, melalui beberapa kegiatan dan layanan sekolah yang bersifat dinamis dalam mengikuti perkembangan zaman dan kebutuhan masyarakat. Kegiatan dan layanan tersebut berupa student exchange, visit to boarding school, moving class, PPL, family gathering, learning by research, live skill education, TPQ Integratif, ektrakurikuler variatif, pembiasaan puasa senin dan kamis, sholat dhuha, dan dzuhur berjamaah, serta adanya layanan konsumsi dan antar jemput sekolah. The world of education today, entering an era of intense and competitive competition. Each school competes to improve the quality of education, to get as many pupils as possible. Branding management is one form of business in improving the quality of education. Branding of a school becomes very important to be created and is expected to improve the quality of school. As done by Elementary School Muhammadiyah Paesan Kedungwuni Pekalongan Regency which made "Special Program" as school branding. The purpose of this study is firstly, exploring the implementation of branding management in improving the quality of Islamic education in Elementary School Muhammadiyah Paesan. Secondly, exploring the supporting and inhibiting factors in the implementation of branding management at Elementary School Muhammadiyah Paesan. Thirdly, exploring the concept of "Special Program" as a branding in improving the quality of Islamic education in Elementary School Muhammadiyah Paesan. This research is a field research with qualitative approach. The research was conducted in Elementary School Muhammadiyah Paesan "Special Program" Kedungwuni Pekalongan. The informants of this study consisted is the board of Dikdasmen PCM Kedungwuni, principal, teachers, employees, and parents. Data collection is done by interview, observation and documentation. The technique of data validity by using triangulation of data, theory, and method. While in the technique of data analysis using Miles and Hubberman model that is data collection, data reduction, data presentation and conclusion. The result of this research is first, the implementation process of branding management at Elementary School Muhammadiyah Paesan "Special Program" consists of four stages, that is planning stage; stakeholders are committed to improv quality through the brand extension of excellent schools. Organizing stage; there is a division of tasks in forming brand equity. Implementation stage; there is good cooperation with some parties. As well as the stage of supervision; there is managerial supervision for the principal, and supervision of teaching for teachers. Second, the supporting factor is the communication between the board of Dikdasmen, PCM Kedungwuni, with several institutions in introducing the brand "Special Program" in the community. While the inhibiting factor is disharmony relationship between the principal with teachers and employees, and different perceptions about the vision of the mission, and the lack of facilities and infrastructure. Third, the core of the concept of "Special Program" is the optimal service for all school residents, both for teachers, employees, learners, and parents, through several activities and school services that are dynamic in following the development of the times and needs of the community. The activities and services are student exchange, visit to boarding school, moving class, PPL, family gathering, learning by research, live skill education, TPQ integrative, varied extracurricular, fasting of monday and thursday prayer, dhuha prayer and congregation dzuhur, consumption and school shuttle services.

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