MANAJEMEN HUBUNGAN MASYARAKAT DALAM MEMBANGUN CITRA SEKOLAH DAN LOYALITAS KONSUMEN PENDIDIKAN (Studi Kasus di SD Plus 2 Al-Muhajirin Purwakarta)

Fujy Puspita Damayanti, - (2021) MANAJEMEN HUBUNGAN MASYARAKAT DALAM MEMBANGUN CITRA SEKOLAH DAN LOYALITAS KONSUMEN PENDIDIKAN (Studi Kasus di SD Plus 2 Al-Muhajirin Purwakarta). S2 thesis, Universitas Pendidikan Indonesia.

Abstract

ABSTRAK
Manajemen Hubungan Masyarakat dalam Membangun Citra dan Loyalitas Konsumen
Pendidikan (Studi Kasus di SD Plus 2 Al-Muhajirin)
Fujy Puspita Damayanti
fujydamayanti@upi.edu
Program Studi Administrasi Pendidikan
Sekolah Pascasarjana Universitas Pendidikan Indonesia
Pendidikan sebagai media untuk memenehui tuntutan abad ke 21. Tingginya persaingan
antar negara bidang jasa sehingga mengharuskan pendidikan berbenah dalam
memberikan layanannya secara profesionalitas sehingga menghasilkan citra dan loyalitas
konsumen pendidikan. Reputasi dan pencitraan dapat dibentuk secara pengembangan
program internal lembaga dan secara eksternal dengan manajemen hubungan masyarakat
(public relations) dan pengayaan program humas yang terencana, mumpuni, dan
kerkualitas. Oleh karena itu pada penelitian ini bertujuan untuk mengetahui dan
menganalisis manajemen hubungan masyarakat dalam membangun citra dan loyalitas
konsumen pendidikan. Pada penelitian ini metode yang digunakan penulis adalah
deskriptif dengan pendekatan kualitatif melalui studi kasus di SD Plus 2 Al-Muhajirin
Purwakarta. Proses pengumpulan data dilakukan dengan wawancara, observasi dan studi
dokumentasi, dengan pengambilan sampel berdasarkan purposive sampling. Adapun
hasil dari penelitian menunjukkan bahwa konsep manajemen humas di SD Plus 2 Al�Muhajirin telah dilakukan dengan baik melalui tahapan perencanaan, pengorganisasian,
pelaksanaan dan evaluasi. Kesan positif dan adanya komitmen untuk loyal pada SD Plus
2 Al-Muhajirin Purwakarta yang dimiliki oleh warga sekolah, orang tua peserta didik dan
masyarakat karena humas yang telah melakukan peranannya secara terorganisir sebagai
komunikator publik internal maupun eskternal. Kemudian program sekolah yang bagus,
figure kepala sekolah yang ramah serta guru-guru yang professional dalam melayani
menjadi faktor pendukung terciptanya citra dan loyalitas konsumen pendidikan.
Kata Kunci: Citra, Humas Pendidikan, Manajemen, Loyalitas

ABSTRACT
Management of Public Relations in Building an Image and Loyality of Education
Costumers (Case Study in SD Plus 2 Al-Muhajirin Purwakarta)
Fujy Puspita Damayanti
fujydamayanti@upi.edu
Educational Administration Program
School of Postgraduate of Universitas Pendidikan Indonesia
Education is considered as one of the media to assist society in facing the challenge of
21st century. The high of competition between countries in the services has led education
to improve a process of providing services professionally in order to build an image and
loyalty of educational consumers. Reputation and image can be built internally through
the development of the institution's internal programs through management of public
relations and enrichment of well-planned, qualified, and quality of public relations
programs. Therefore, this study aims to identify and analyze public relations management
in building an image and loyalty of education consumers. In this study, the method used
by the researcher was descriptive with a qualitative approach through a case study at SD
Plus 2 Al-Muhajirin Purwakarta. The data collection process was carried out by
interview, observation and study documentation based on purposive sampling. The
results of the study indicate that the concept of management public relations at SD Plus
2 Al-Muhajirin has been carried out well through the stages management itself. In
conclusion, a positive impression and a commitment to be loyal to SD Plus 2 Al-Muhajirin
Purwakarta which is owned by school society, parents of students and the stakeholders
because of public relations who have performed well their role as internal and external
public communicators. Then, public relations can show and published brand of school
well. Besides that best school programs, figures of principal and professional teachers in
serving are supporting factors for building an image and loyalty of education consumers.
Keywords: Image, Loyalty, Management, Public Relations Education,

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Item Type:	Thesis (S2)
Uncontrolled Keywords:	Citra, Humas Pendidikan, Manajemen, Loyalitas
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management L Education > L Education (General) L Education > LB Theory and practice of education > LB1603 Secondary Education. High schools
Divisions:	Sekolah Pasca Sarjana > Administrasi Pendidikan S-2
Depositing User:	Fujy Puspita Damayanti
Date Deposited:	07 Sep 2021 03:30
Last Modified:	07 Sep 2021 03:30
URI:	http://repository.upi.edu/id/eprint/66002

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