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All Journal Jurnal Manuhara: Pusat Penelitian Ilmu Manajemen Dan Bisnis
Septian Khoirul Umam
Universitas KH Mukhtar Syafaat Banyuwangi
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Mempromosikan Sekolah dengan Etika: Transformasi yang Dibutuhkan untuk Menghindari Komersialisasi Berlebihan di Madrasah Aliyah Al-Amiriyyah Septian Khoirul Umam; Muhammad Sidiq Purnomo
Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen dan Bisnis Vol. 3 No. 1 (2025): Januari : Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen dan Bisnis
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/manuhara.v3i1.1502

Abstract

This research aims to analyze and develop ethical school marketing strategies, which not only attract students but also maintain the integrity and quality of education amidst rampant commercialization in the education sector. This research uses a qualitative method with a case study design, the informants concerned include: school principals, teachers, parents. data collection techniques using: interviews, observation, documentation. Data analysis uses triangulation and data validity uses interactive models. . Data analysis uses triangulation and data validity uses interactive models. The research results show 1) Challenges in Maintaining a Balance between Marketing and Educational Values, 2) Limited Understanding of Ethical Marketing among School Managers, 3) Changes in Parental Behavior in Choosing a School. The world of education faces big challenges in maintaining a balance between marketing and true educational values. Even though marketing is an important aspect in attracting the interest of parents and prospective students, many schools are still trapped in an excessive focus on facilities and visible achievements, without considering the deeper quality of education. This creates tension between the external image of the school and the substance of the education offered.
Co-Authors Muhammad Sidiq Purnomo