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All Journal Professional : Jurnal Komunikasi dan Administrasi Publik JURNAL PENDIDIKAN TAMBUSAI
Hikmah, Mia Nurul
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Decision Sciences, Operations Research & Management Social Sciences

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Strategi Sekolah Menengah Kejuruan (SMK) Swasta Di Banten Dalam Membangun Brand Image Untuk Meningkatkan Kepercayaan Masyarakat Hikmah, Mia Nurul; Handoko, Pryo
Professional: Jurnal Komunikasi dan Administrasi Publik Vol 12 No 1 (2025): Juni
Publisher : UNIVED PRESS, Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/professional.v12i1.8455

Abstract

This research analyzes strategies developed by private Vocational High Schools in Banten Province for building brand image to enhance public trust. The transformation of Indonesia's educational landscape presents complex competitive dynamics for private vocational education institutions in maintaining their existence and relevance. The study employs a qualitative approach using literature review methods through systematic analysis of relevant scientific literature from 2020-2025. Research findings indicate that effective brand image building strategies encompass four main dimensions: integrated digital marketing implementation, integration of educational excellence with stakeholder collaboration, optimization of visual media and institutional narratives, and integrated reputation management. Digital marketing strategies include optimization of digital traffic, conversion, and stakeholder engagement through diverse digital platforms. Integration of educational excellence with strategic collaboration involving industries, professional organizations, and government institutions proves to provide significant contribution in positioning private vocational schools as leaders in the competitive landscape. Factors influencing implementation effectiveness include internal dimensions such as human resource quality, management commitment, and facility availability, as well as external dimensions including competitive dynamics and public expectations. Primary challenges lie in limited digital marketing team competencies and complexities in building public trust. The research recommends developing continuous capacity building programs, integrated reputation management systems, and strategic collaboration with various stakeholders for optimizing sustainable brand image building strategies
Faktor - Faktor yang Mempengaruhi Keputusan Siswa Memilih Sekolah Swasta di Provinsi Banten Hikmah, Mia Nurul; Handoko, Pryo
Jurnal Pendidikan Tambusai Vol. 9 No. 2 (2025): Agustus
Publisher : LPPM Universitas Pahlawan Tuanku Tambusai, Riau, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jptam.v9i2.27681

Abstract

Penelitian ini mengeksplorasi faktor-faktor yang mempengaruhi keputusan siswa memilih sekolah swasta di Provinsi Banten menggunakan pendekatan studi kepustakaan kualitatif-deskriptif. Tujuan penelitian adalah mengidentifikasi determinan pemilihan institusi pendidikan swasta dalam konteks demografis dan sosiokultural spesifik wilayah peri-urban. Metode pengumpulan data dilakukan melalui penelusuran sistematis terhadap literatur ilmiah mutakhir dengan analisis konten kualitatif melalui pengkodean tematik. Hasil penelitian menunjukkan empat dimensi utama yang mempengaruhi keputusan pemilihan: (1) faktor institusional dan citra sekolah sebagai determinan dominan; (2) aspek lokasi, aksesibilitas, dan fasilitas yang berkorelasi dengan karakteristik geografis wilayah; (3) faktor sosioekonomi yang menciptakan stratifikasi preferensi pendidikan; serta (4) kualitas layanan dan efektivitas strategi pemasaran digital. Kesimpulannya, pemilihan sekolah swasta di Banten merupakan proses multidimensional yang memerlukan pendekatan integratif dalam pengembangan institusi pendidikan untuk merespon kebutuhan spesifik masyarakat serta dinamika transformasi sosial dan teknologis.
Co-Authors Handoko, Pryo