PENGUATAN SCHOOL BRANDING MELALUI DIGITAL MARKETING BERBASIS E-BUSINESS: Pendekatan Kualitatif di SMK Rosma Karawang

Tino Vienza Widiatna, - and Nuur Wachid Abdulmajid, - and Jaka Septiadi, - (2025) PENGUATAN SCHOOL BRANDING MELALUI DIGITAL MARKETING BERBASIS E-BUSINESS: Pendekatan Kualitatif di SMK Rosma Karawang. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Penelitian ini bertujuan untuk menganalisis strategi penguatan school branding melalui digital marketing berbasis e-business yang diterapkan di SMK Rosma Karawang, serta mengidentifikasi kontribusi elemen-elemen digital marketing dan kendala yang dihadapi dalam implementasinya. Pendekatan penelitian yang digunakan adalah kualitatif deskriptif dengan desain studi kasus (case study). Data diperoleh melalui wawancara mendalam dengan subjek penelitian yang dipilih secara purposive sampling, meliputi kepala sekolah, tim Social Media Marketing (SMM), guru, siswa, dan wali murid, serta melalui kajian literatur terkait branding dan digital marketing. Analisis data dilakukan secara bertahap mulai dari pengumpulan, reduksi, penyajian data, hingga penarikan kesimpulan, dengan pengujian keabsahan data menggunakan triangulasi sumber dan teknik, serta didukung oleh software NVivo 14. Hasil penelitian menunjukkan bahwa strategi digital marketing berbasis e-business di SMK Rosma Karawang efektif dalam memperkuat school branding melalui optimalisasi website, media sosial, dan konten digital. Strategi ini memberikan dampak positif terhadap persepsi siswa, orang tua, dan masyarakat sekitar. Keberhasilan implementasi didukung oleh berbagai faktor pendukung, seperti kualitas internal sekolah, budaya dan identitas sekolah, tim khusus pengelola digital marketing, fasilitas memadai, keterlibatan stakeholder, serta pemahaman pentingnya digital marketing. Namun, terdapat juga beberapa hambatan, termasuk keterbatasan akses digital, tantangan menjaga konsistensi dan kreativitas konten, kendala non teknis dalam produksi konten, dan persaingan yang ketat antar lembaga pendidikan. Penelitian ini memberikan rekomendasi bagi pengembangan strategi digital marketing sekolah agar lebih optimal dan adaptif terhadap tantangan yang ada. ----- This study aims to analyze the strategy of strengthening school branding through e-business-based digital marketing implemented at SMK Rosma Karawang, as well as to identify the contribution of digital marketing elements and challenges faced in its implementation. The research uses a qualitative descriptive approach with a case study design. Data were collected through in-depth interviews with purposively sampled subjects, including the principal, the Social Media Marketing (SMM) team, teachers, students, and parents, alongside a review of relevant literature on branding and digital marketing. Data analysis was conducted in stages: data collection, reduction, presentation, and conclusion drawing, with data validity ensured through source and technique triangulation, supported by NVivo 14 software. The results indicate that the e-business-based digital marketing strategy at SMK Rosma Karawang effectively strengthens school branding by optimizing the website, social media, and digital content, positively impacting perceptions among students, parents, and the surrounding community. The implementation success is supported by several facilitating factors, such as strong internal quality, schoolculture and identity, a dedicated digital marketing team, adequate facilities, stakeholder involvement, and awareness of digital marketing importance. However, challenges remain, including limited digital access among some audiences, maintaining consistency and creativity in content production, non-technical issues in content creation, and intense competition among educational institutions. This study offers recommendations for optimizing and adapting school digital marketing strategies to address these challenges.

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Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?view_op=new_articles&hl=en&imq=Tino+Vienza+Widiatna# ID SINTA Dosen Pembimbing: Nuur Wachid Abdul Majid: 6054692 Jaka Septiadi: 0434000
Uncontrolled Keywords:	School Branding, digital marketing, E-business, SMK Rosma Karawang. School branding, digital marketing, E-business, Rosma Karawang Vocational School.
Subjects:	L Education > L Education (General)
Divisions:	UPI Kampus Purwakarta > S1 Pendidikan Sistem Teknologi dan Informasi
Depositing User:	Tino Vienza Widiatna
Date Deposited:	29 Aug 2025 08:01
Last Modified:	29 Aug 2025 08:01
URI:	http://repository.upi.edu/id/eprint/136841

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