Manajemen Promosi Sekolah Dengan Memanfaatkan Media Sosial Untuk Meningkatkan Pelayanan Jasa Pendidikan (Studi Kualitatif di SDIT Global Madani Bekasi)

Iqbal, Muhammad (2025) Manajemen Promosi Sekolah Dengan Memanfaatkan Media Sosial Untuk Meningkatkan Pelayanan Jasa Pendidikan (Studi Kualitatif di SDIT Global Madani Bekasi). Magister (S2) thesis, Universitas Islam 45.

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Abstract

This study aims to examine the management of school promotion through social media at SDIT Global Madani Bekasi in an effort to improve educational service delivery and build a positive image within the community. The background of this research is based on the importance of educational institutions adapting to the development of digital technology, particularly social media, as a strategic medium for delivering information and establishing effective communication with the public. This research uses a qualitative approach with a descriptive method, employing techniques such as observation, interviews, and documentation with school stakeholders. The findings reveal that SDIT Global Madani Bekasi has implemented a structured promotional strategy by utilizing social media platforms such as Instagram, Facebook, and YouTube. This strategy involves content planning, collaboration among teachers and the promotion team, as well as the use of a design thinking approach in crafting relevant communication messages. The impact of social media utilization is evident in the increased public interest in the school, the formation of a positive public perception, and the establishment of two-way interactions that strengthen public loyalty. However, in its implementation, the school faces challenges such as limited human resources in digital marketing, technical obstacles in content production, and inconsistency in scheduling. As a solution, the school conducts internal training, regularly evaluates social media performance, and builds a collaborative-based promotion team. The conclusion of this research is that professionally and adaptively managed social media-based promotion can significantly contribute to improving the quality of educational services, enhancing institutional competitiveness, and building stronger relationships between the school and the community. This research is expected to serve as a reference for other educational institutions in developing effective and sustainable digital promotion strategies.

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