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All Journal JURNAL SAINS PEMASARAN INDONESIA Diponegoro Journal of Management Jurnal Ilmiah Ekonomi Islam EKONOMIS : Journal of Economics and Business Jurnal Organisasi Dan Manajemen Al Qalam: Jurnal Ilmiah Keagamaan dan Kemasyarakatan DIJB (Diponegoro International Journal of Business) International Journal of Economics, Business and Accounting Research (IJEBAR) Jurnal Ilmiah Edunomika (JIE) Indicators : Journal of Economic and Business Asian Management and Business Review Proceeding of the International Conference on Family Business and Entrepreneurship (ICFBF) Industrial Research Workshop and National Seminar Journal of International Conference Proceedings Return : Study of Management, Economic and Bussines e-Jurnal Apresiasi Ekonomi Research Horizon Economic and Business Horizon
I Made Sukresna
Departemen Manajemen Fakultas Ekonomika Dan Bisnis Universitas Diponegoro
Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mechanical Engineering Social Sciences Other

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Journal : Jurnal Ilmiah Edunomika (JIE)

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STRATEGI PENGEMBANGAN CITRA MEREK DI SMA KHALIFA IMS KOTA TANGERANG SELATAN Chandra Dewi, Maharsiwi Diah; Sukresna, I Made
JURNAL ILMIAH EDUNOMIKA Vol. 7 No. 2 (2023): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v7i2.12650

Abstract

This research is a qualitative research. Data collection was carried out by interview method. Respondents were parents, teachers, principals, school committee and main director of SMA Khalifa IMS, South Tangerang City. Seeing the increasingly fierce competition in the world of education, managers of educational institutions are getting stronger to continue to compete in improving the quality of education. SMA Khalifah IMS is a newly established school and currently the school needs a lot of promotion in order to get a good brand image. In this study, respondents were asked about their perceptions of the school's brand image. The results of the interviews obtained an overview of the students' parents assessing the quality of the IMS Khalifah school both for kindergarten, elementary and junior high schools. But it needs proof for the high school level, the quality in question is the integration of the Cambridge and Islamic curricula. In addition, there are several negative brand images that are felt by parents of students, including school facilities that are still lacking, especially buildings, sports fields and parking lots, there are several teachers who are less professional in mastering English. On the other hand, the school has made various efforts to improve the school's brand image through improving the quality of teachers, adding school facilities, marketing activities, providing scholarships, organizing events and competitions. The increased brand image is expected to increase the interest of parents to entrust their children to attend Khalifa IMS High School. Keywords: brand image, high school, marketing, promotion
Co-Authors Abdillah, Aris Abdulghani, Zaki Abrari, Fuad Aflit Nuryulia Praswati Ahyar Yuniawan Al Caesar, M. Rizky Augusty Tae Ferdinand Azra Rafi Nur Asy'ari Bintoro, Bintoro Chandra Dewi, Maharsiwi Diah Christyawan, Harry Dani, Akhmad Nur Dewi, Ade Puspita Dhikriyah, Laeli Dinata, Amet Candra Dita Monica Sekarini, Dita Monica Edy Rahardja Ekaputri, Alya Maherka Elmer Hafiizh Fernaldi ERIC GUNAWAN Farida Indriani Faturrazaq, Ramadhani Aulia Fernaldi, Elmer Hafiizh Fikri, Raden Muhammad Mukhlis Fitria Ridho Utami Fitriana, Diana Gunawan, Muhammad Arief Gunawan, Vanessa Cahyani Hapsari, Yunita Chandra Hari Basuki Harry Soesanto Hidayat, Dayu Nur Hikami, Syaroful Imroatul Khasanah Intan Shaferi Irawan, M. Felik Ferdy Irfan Affandi Jamhari Jamhari Kurniawan, Novan Laras Dipta Sri Ida Susilowati Mahfudz Mahfudz Mahfudz Mardiyah, Meicicho Muhammad Mirza Maulana Nafisa, Jihan Nagara, Agung Satya Najib, Muhammad Alfiyan Nalal Muna Naufaldy, Iqbal Nazareth, Mega Nida, Syifa Ni’matun Octavian, Yayan Oktav, Riyandika Pamungkas, Brian Putra Pangestu MT, M. Adjie Perkasa KS, Nicholas Anggada Pragunadi, Nindita Gabriele Pramudhita, Abimanyu Cahya Primandesera, Andika RA Nur Amalina, RA Nur Rahman, Yuwanda Ratna, Maria Moniqua Restiandi, Andri Rijal, Khusnur Rio Dhani Laksana Riyan Indra Pramana, Riyan Indra Salsabella, Shella Santoso, Wibowo Iman Satyarini, Yuane Selestio, Robby Setiawan, Annisaa Nabhila Simanjuntak, Mariana Simbolon, Nathalia Rouli Sugiharto, J. Sugiono Sugiono Sukaryono, Adilaksana Suratin, Mochammad Susilo Toto Raharjo Sutanto, Inggrid Benedicta Sutopo Sutopo Syarifudin, Faiz Syuhada Sufian Tamara Citra, Tamara Tri Astuti, Atik Rahmawati Utami, Fitria Ridho Utomo, Bagus Satrio Wardhani, Hernita Wisnu Wibawa, Hanasta Toar Widhi Pangestuti, Aisah Widoningrum, Luluk Nastiti Yuko, Mohammad Yunita Budi Rahayu Silintowe