Strengthening the Image of Islamic Schools Through the AIDA Approach: The Role of Public Relations in Engaging the Community

DOI: https://doi.org/10.33650/al-tanzim.v7i4.5507

Authors (s)


(1) * Ahmad Tantowi   (Sekolah Tinggi Islam Kendal)  
        Indonesia
(2)  Ali Subchan   (Institut Pesantren Mathali’ul Falah Pati)  
        Indonesia
(3)  Ahmad Munadirin   (Sekolah Tinggi Islam Kendal)  
        Indonesia
(4)  Kadarismanto Kadarismanto   (Institu Agama Islam Al Muhammad Cepu)  
        Indonesia
(5)  Rifqil Muslim   (Sekolah Tinggi Islam Kendal)  
        Indonesia
(*) Corresponding Author

Abstract


This research aims to reveal the strategy of public relations in building the image of Madrasah. The research was conducted at Madrasah Aliyah NU 05 Gemuh, using a qualitative approach and triangulation techniques. Data collection was carried out through interviews, observations, and field observations. Sources of informants involved school principals, public relations, teachers, and student parents. The research results show that the public relations manager's strategy in building the Madrasah image involves the "Madrasah Greets" program. This approach involves understanding the internal and external conditions of the Madrasah, which is adopted through the Aida theory. Madrasah Greeting is implemented with steps such as understanding the image of the Madrasah from the perspective of attention, public interest, desire, and action. The next step is the implementation of Madrasah consistency and, finally, the Madrasah control program. The implications of this research are the realization of quality Madrasah capable of meeting the educational needs of the community, improving the quality of public education, making Madrasah a center for innovative and creative learning activities, as well as increasing confidence in the existence of Madrasah and eliminating arguments as a second option.

Keywords

Citra Madrasah, AIDA, Public Relations



Full Text: PDF



References


Al Idrus, S. A. J. (2017). Model Strategi Kemitraan pada Lembaga Pendidikan Islam (Studi Kasus di MAN 2 Mataram). Palapa, 5(2), 20–37. https://doi.org/10.36088/palapa.v5i2.44

Amri, U., & Syahril, R. (2021). Konsistensi Kebijakan Pendidikan di Indonesia. Edukatif: Jurnal Ilmu Pendidikan, 3(5), 2200–2205. https://doi.org/10.31004/edukatif.v3i5.778

Blitz, L. V., Yull, D., & Clauhs, M. (2020). Bringing Sanctuary to School: Assessing School Climate as A Foundation for Culturally Responsive Trauma-Informed Approaches for Urban Schools. Urban Education, 55(1), 95-124. https://doi.org/10.1177/0042085916651323

Cinta, C., & Mandagi, D. W. (2022). Branding Institusi Pendidikan Melalui Media Sosial Instagram. SEIKO : Journal of Management & Business, 5(2), 44–58. https://doi.org/10.37531/sejaman.v5i2.2893

Crawford, K., & Paglen, T. (2021). Excavating AI: The Politics of Images in Machine Learning Training Sets. Ai & Society, 36(4), 1105-1116. https://doi.org/10.1007/s00146-021-01301-1

Hanum, G. K., Arribathi, H. A. H., & Scooryna, R. A. (2019). Hubungan Antara Integritas (Kejujuran dan Konsistensi) dengan Kepercayaan Studi Korelasional pada Guru SMP Negeri Kecamatan Cipayung Jakarta Timur. Journal Educational of Nursing(Jen), 2(1), 147–152. https://doi.org/10.37430/jen.v2i1.19

Khorotunniswah, L. (2020). Manajemen Hubungan Masyarakat dalam Membangun Citra Lembaga. Jurnal Kependidikan Islam, 10(2), 176–189. https://doi.org/10.15642/jkpi.2020.10.2.176-189

Kujur, F., & Singh, S. (2020). Visual Communication and Consumer-Brand Relationship on Social Networking Sites-Uses & Gratifications Theory Perspective. Journal of Theoretical and Applied Electronic Commerce research, 15(1), 30-47. https://doi.org/10.4067/S0718-18762020000100104

Kurniawati, N. K., & Maulana, I. C. (2022). Penerapan Attention, Interest, Desire, Action (AIDA) Terhadap Komunikasi Pemasaran Kerajinan Tangan. Jurnal Ilmiah Wahana Pendidikan, 8(9), 347–353.

Martin, R., Benoit, J. P., Moro, M. R., & Benoit, L. (2020). School Refusal or Truancy? A Qualitative Study of Misconceptions among School Personnel About Absenteeism of Children from Immigrant Families. Frontiers in Psychiatry, 11, 202. https://doi.org/10.3389/fpsyt.2020.00202

Ningsih, I., Arman, & Harnalia. (2022). Strategi Manajemen Humas dalam Meningkatkan Citra Sekolah di SMPN 1 Tellu Siattinge. Mappesona, 5(1), 11–21. https://doi.org/10.30863/mappesona.v5i1.2495

Noorfajarsari, A., Dharta, F. Y., & Rifai, M. (2023). Pengaruh Shenina Cinnamon sebagai Brand Ambassador Barenbliss terhadap Minat Beli Konsumen. Jurnal Pendidikan Tambusai, 7(2), 4342–4350.

Purnomo, S. (2016). Pengembangan Sasaran, Visi dan Misi Hubungan Masyarakat Di Lembaga Pendidikan Berbasis Kepuasan Pelanggan. Jurnal Kependidikan, 3(2), 1–23. https://doi.org/10.24090/jk.v3i2.899

Rahayu, P., & Trisnawati, N. (2022). Strategi Humas di SMK IPIEMS Surabaya dalam Meningkatkan Citra dan Kepercayaan Publik pada Masa Pandemi Covid-19. Jurnal Pendidikan Administrasi Perkantoran (JPAP), 10(2021), 124–139. https://doi.org/10.26740/jpap.v10n2.p124-139

Rahmanto, F., Pribadi, U., & Priyanto, A. (2021). Big Data: What are the Implications for Public Sector Policy in Society 5.0 Era? IOP Conference Series: Earth and Environmental Science, 717(1), 0–7. https://doi.org/10.1088/1755-1315/717/1/012009

Riahmatika, I., & Widhiastuti, R. (2019). Peran Self-Efficacy dalam Memediasi Pengaruh Persepsi Kesejahteraan Guru, Figur Guru Panutan dan Pengalaman Mengajar Terhadap Kesiapan Berkarir Menjadi Guru. Economic Education Analysis Journal, 8(3), 983–1000. https://doi.org/10.15294/eeaj.v8i3.35722

Ritonga, M. A. S., Monang, S., & Azhar, A. A. (2022). the Role of the Madrasah Community Relations Section in Developing Brand Image (Case Study of Man Labuhanbatu). Jurnal Pembelajaran Dan Pengembangan Diri, 2(4), 979–988.

Rizki, A., & Ary, M. H. A. A. (2021). Manajemen Humas dalam Peningkatan Mutu Pendidikan di Madrasah Tsanawiyah Negeri 1 Rantauprapat. Edu Society: Jurnal Pendidikan, Ilmu Sosial, Dan Pengabdian Masyarakat, 1(3), 335–341. https://doi.org/10.56832/edu.v1i3.111

Rozi, F., Widat, F., Saleha, L., Zainiyah, A., & Aisyah, S. N. (2022). The “Aku Bisa” Program; Efforts to Train Early Childhood Independence. Jurnal Obsesi : Jurnal Pendidikan Anak Usia Dini, 6(4), 3218–3231. https://doi.org/10.31004/obsesi.v6i4.2067

Saleha, L., & Utami, W. T. (2022). Implementation of Digital Literacy in Indonesia Early Childhood Education. International Journal of Emerging Issues in Early Childhood Education, 4(1), 12–22. https://doi.org/10.31098/ijeiece.v4i1.894

Setiyadi, B., Idrus, A., & Universitas Jambi, F. (2022). Pelatihan Public Relation Untuk Membangun Citra Positif Sekolah. BERNAS: Jurnal Pengabdian Kepada Masyarakat, 3(4), 648–653.

Sitorus, I. (2020). School Public Strategy in Increasing Community Trust on Image of SMK Arina Sidikalang. In Proceedings of the First Nommensen International Conference on Creativity & Technology, NICCT, 20-21 September 2019, Medan, North Sumatera, Indonesia. https://doi.org/10.4108/eai.20-9-2019.2296592

Sukmawati, C., & Herawan, E. (2016). Kepemimpinan Instruksional Kepala Sekolah, Komitmen Guru dan Mutu Kinerja Mengajar Guru. Jurnal Administrasi Pendidikan, 23(2), 20–28. https://doi.org/10.37304/eej.v1i1.1548

Terzidou, M., Stylidis, D., & Terzidis, K. (2021). The Role of Visual Media in Religious Tourists’ Destination Image, Choice, and On-Site Experience: the Case of Tinos, Greece. In Visual Media and Tourism (pp. 101-114). Routledge. https://doi.org/10.4324/9781003169413-7

Triwijayanti, N., Sanoto, H., & Paseleng, M. (2022). Pengaruh Kualitas Layanan Pendidikan, Budaya Sekolah, Citra Sekolah Terhadap Kepuasan Orang Tua. Scholaria: Jurnal Pendidikan Dan Kebudayaan, 12(1), 74–80. https://doi.org/10.24246/j.js.2022.v12.i1.p74-80

Widyanto, M., & Athanasius, S. S. (2021). The Effectiveness of Digital Media in Marketing Communication By Consumer in Semarang (Case Study of Feb Unika Soegijapranat. JEMAP: Jurnal Ekonomi, Manajemen, Akuntansi, Dan Perpajakan, 4(1), 52–72. https://doi.org/10.24167/jemap.v3i2.2834

Zahroh, A. (2015). Total Quality Management: Capaian Kualitas Output melalui Sistem Kontrol Mutu Sekolah. Cendekia, 9(1), 79–94. https://doi.org/10.30957/cendekia.v9i1.54


Dimensions, PlumX, and Google Scholar Metrics

10.33650/al-tanzim.v7i4.5507


Refbacks

  • There are currently no refbacks.


Copyright (c) 2023 Ahmad Tantowi, Ali Subchan, Ahmad Munadirin, Kadarismanto, Rifqil Muslim

Creative Commons License
 
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Al-Tanzim : Jurnal Manajemen Pendidikan Islam
Published by Lembaga Penerbitan, Penelitian, dan Pengabdian kepada Masyarakat (LP3M) of Nurul Jadid University, Paiton, Probolinggo, East Java, Indonesia.