STRATEGI KEPALA SEKOLAH MENINGKATKAN DAYA TARIK SEKOLAH MELALUI CUSTOMER RELATIONSHIP MANAGEMENT DI SMP AL HADIID CILEUNGSI KABUPATEN BOGOR

Sandra, Yopfie (2025) STRATEGI KEPALA SEKOLAH MENINGKATKAN DAYA TARIK SEKOLAH MELALUI CUSTOMER RELATIONSHIP MANAGEMENT DI SMP AL HADIID CILEUNGSI KABUPATEN BOGOR. Magister (S2) thesis, Universitas Islam 45.

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Abstract

ABSTRACT THE PRINCIPAL'S STRATEGY TO ENHANCE SCHOOL APPEAL THROUGH CUSTOMER RELATIONSHIP MANAGEMENT AT SMP AL HADIID CILEUNGSI, BOGOR REGENCY Yopfie Sandra Program Studi Manajemen Pendidikan Islam Muhammadchandra2014@gmail.com This study aims to describe the principal's strategy in increasing the school's attractiveness through a Customer Relationship Management (CRM) approach at SMP Al Hadiid Cileungsi, Bogor Regency. The background of this study is based on the phenomenon of a significant decline in the number of new student enrolments from year to year, even though the school has adequate facilities. In the context of increasingly intense competition among private schools, the effectiveness of communication and service strategies towards parents has become a crucial factor in attracting and retaining students. This study employs a descriptive qualitative approach, with data collection techniques including observation, in-depth interviews, and documentation involving the school principal, teachers, parents, students, and prospective students. The research findings indicate that the principal's CRM-based strategy includes efforts to enhance personal communication, provide responsive service, and manage long-term relationships with parents and students. The implementation of CRM has proven to have a positive impact on the school's image, increase parental loyalty, and accelerate the admission process for new students. However, the implementation of this strategy still faces challenges in terms of consistency and limitations in information technology. This study concludes that the systematic and strategic application of CRM can be an effective solution in enhancing school attractiveness, especially amid competition among private schools. Recommendations are directed at schools to strengthen their digital-based CRM systems and expand parental involvement in school programmes to build closer and more sustainable relationships.

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