Jauhari, Anas (2026) Strategi Manajemen Pemasaran dalam Pengembangan Branding Sekolah Unggul (Studi Multi Situs di SD Muhammadiyah Ponorogo dan SD Muhammadiyah Terpadu Ponorogo). Masters thesis, UIN Ponorogo.
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Abstract
ABSTRACT
Jauhari, Anas, 2026. Marketing Management Strategy in Developing Excellent School Branding (Multi-Site Study at SD Muhammadiyah Ponorogo and SD Muhammadiyah Terpadu Ponorogo). Thesis, Islamic Education Management Study Program, Postgraduate Program of Universitas Islam Negeri (UIN) Kiai Ageng Muhammad Besari. Advisors: Prof. Dr. Hj. Evi Muafiah, M.Ag., Dr. M. Syafiq Humaisi, S.Pd.I., M.Pd.
Keywords: Marketing Management Strategy, School Branding, Excellent School, Multi-Site Study
This study was motivated by the increasing competition among primary educational institutions, which requires schools to establish strong branding in order to gain public trust and enhance their competitiveness. The purpose of this study was to describe the planning, implementation, and evaluation of marketing management strategies in developing the branding of leading schools at SD Muhammadiyah Ponorogo and SD Muhammadiyah Terpadu (SDMT) Ponorogo.
This study employed a qualitative approach with a multisite study design. Data were collected through interviews, observations, and documentation, and were analyzed using the interactive model of Miles, Huberman, and Saldaña, which consists of data reduction, data display, and conclusion drawing. Data validity was ensured through source triangulation, technique triangulation, and persistent observation.
The findings revealed that: (1) marketing management strategy planning was conducted systematically through annual strategic meetings by determining market segmentation, positioning, and flagship programs as differentiation strategies. SD Muhammadiyah Ponorogo positioned itself as a school excelling in academic achievement and character development, while SDMT Ponorogo positioned itself as an outstanding Islamic school emphasizing excellent service; (2) the implementation of marketing management strategies was carried out through strengthening flagship programs, utilizing digital media, improving service quality, increasing parental involvement, and applying the service marketing mix (7P). School branding was developed not only through promotional activities but also through school culture, achievements, and positive customer experiences; and (3) evaluation was conducted continuously through measuring student enrollment, customer satisfaction, program evaluation, competitor benchmarking, and community feedback as the basis for future strategic improvements. The study found that the success of leading school branding is determined by the integration of Islamic values, educational service quality, flagship program differentiation, and continuous evaluation. This research produced a branding-based marketing management model for leading schools that contributes to strengthening brand equity, public trust, and the competitive advantage of Islamic educational institutions.
| Item Type: | Thesis (Masters) |
|---|---|
| Thesis Supervisor: | Evi Muafiah M. Syafiq Humaisi |
| Subjects: | 13 EDUCATION > 1303 Specialist Studies In Education > 130304 Educational Administration, Management and Leadership |
| Divisions: | Program Pascasarjana > Program Studi Magister Manajemen Pendidikan Islam |
| Depositing User: | Perpustakaan Pusat |
| Date Deposited: | 18 Jun 2026 02:20 |
| Last Modified: | 18 Jun 2026 02:20 |
| URI: | http://etheses.uinponorogo.ac.id/id/eprint/40324 |
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