Strategi Manajemen Sekolah Unggul dalam Meningkatkan Daya Saing Penerimaan Murid Baru di Sekolah Dasar Unggulan
DOI:
https://doi.org/10.58230/josse.v3i3.1045Keywords:
Daya Saing, Manajemen Sekolah, Penerimaan Murid Baru (SPMB), Sekolah Dasar Swasta, Strategi Marketing EducationAbstract
Penyelenggaraan Sistem Penerimaan Murid Baru (SPMB) pada sekolah dasar swasta berbasis keagamaan memerlukan penerapan fungsi-fungsi manajemen yang adaptif untuk membangun daya saing dan menjamin keberlanjutan lembaga. Penelitian ini bertujuan untuk menganalisis dan mendeskripsikan implementasi fungsi-fungsi manajemen (planning, organizing, actuating, controlling) dalam meningkatkan daya saing SPMB di SD Hj. Isriati Baiturrahman dua Semarang, mengidentifikasi faktor pendorong dan penghambat ekspansi pendaftar dari TK eksternal, serta merumuskan model tata kelola manajerial yang berdaya saing. Penelitian ini menggunakan pendekatan kualitatif dengan desain studi kasus. Data dikumpulkan melalui wawancara mendalam dengan Panitia SPMB, Guru, dan Orang Tua/Wali Murid, observasi partisipatif terbatas, serta studi dokumentasi resmi sekolah. Teknik analisis data mengacu pada model interaktif Miles, Huberman, dan Saldaña yang meliputi kondensasi data, penyajian data, serta penarikan kesimpulan. Hasil penelitian menunjukkan bahwa realisasi penerimaan siswa baru telah mendekati target ideal sekolah, dengan porsi pendaftar yang masih didominasi oleh TK internal yayasan dibandingkan TK eksternal. Penelitian ini menghasilkan sintesis konseptual berupa Model Manajemen Hybrid Berbasis Sinergi Mutu, Insentif, dan Media Digital. Model ini mengintegrasikan tiga pilar tata kelola: (satu) diferensiasi program mutu seperti International Class Program (ICP), Tahfidzul Qur'an, dan Kitab Kuning; (dua) formulasi kebijakan insentif finansial berupa potongan biaya pendaftaran pada gelombang awal; serta (tiga) optimalisasi komunikasi publik digital oleh tim content creator dan skema kemitraan eksternal (Memorandum of Understanding) dengan TK mitra.
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Copyright (c) 2026 Arinda Avrillia Putri, Putri Durratun Aniqoh, Mukhamad Saekan Muchit, Fatah Syukur, Diva Fakih As Shkiy Thalib, Risa Sofiati, Moh. Badrudin
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