<![CDATA[The increasingly intense competition among vocational education institutions requires school principals to develop effective leadership strategies in marketing educational services. This study aims to analyze the leadership strategy of the school principal in marketing educational services at SMK Ma'arif NU 1 Ajibarang, an institution that has maintained a stable number of new student registrations above one thousand for two consecutive years amid intense competition among vocational schools. This study employed a descriptive qualitative approach with data collected through observation, interviews, and documentation involving the principal, the vice principal for public relations, the new student admission committee, teachers, and students. Data were analyzed through data reduction, data display, and conclusion drawing, with data validity examined through source, technique, and time triangulation. The findings indicate that the principal implements a marketing strategy based on three pillars, namely mind share through segmentation, targeting, and positioning, market share through the 7P marketing mix, and heart share through excellent service, the 5S culture, and community social activities. These three pillars are systematically integrated and contribute to the stable number of applicants and the growing public trust in the school.]]>
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