STRATEGI PENGEMBANGAN SMA SWASTA ISLAM UNTUK PENINGKATAN KOMPETENSI GLOBAL
DOI:
https://doi.org/10.31330/penamas.v36i2.677Kata Kunci:
Sekolah Swasta, Strategi Pengembangan, Pemasaran, Kompetisi GlobalAbstrak
Eksistensi Sekolah Menengah Atas (SMA) swasta Islam yang berbasis yayasan senantiasa mendapat tantangan baik dari sekolah-sekolah negeri maupun perkembangan arus globalisasi. Tantangan yang begitu sangat massif menuntut lembaga-lembaga pendidikan swasta berusaha mencari strategi untuk tetap bertahan dan berdaptasi secara proporsional agar eksistensinya terus berjalan. Strategi dalam menjawab tantangan tersebut bagi sekolah-sekolah swasta memiliki keunikan tersendiri, untuk itu perlu dikaji secara mendalam sehingga dapat menjadi cermin bagi lembaga pendidikan lain. Penelitian yang difokuskan pada beberapa Sekolah Menengah Atas (SMA) swasta Islam berbasis yayasan di Demak Jawa Tengah ini menggunakan metoda kualitatif. Pengumpulan data dilakukan dengan observasi, wawancara, dan studi dokumentasi. Analisis data dengan model interaktif melalui tahap reduksi data, penyampaian data dan penarikan kesimpulan. Hasil penelitian menyebutkan bahwa: (1) sekolah-sekolah (SMA) swasta Islam berbasis yayasan menjalankan beberapa strategi, antara lain: strategi konvensional, strategi modern dan jaringan kemahasiswaan yang komprehensif, seperti: transportasi gratis, rekrutmen siswa berprestasi (akademik, non akademik, prestasi dalam seni budaya). (2) Sekolah swasta di Demak menerapkan strategi marketing mix, seperti: strategi harga unggul, produk yang berbeda, fokus pada pasar, aktifitas promosi berkelanjutan, dan program sekolah online.
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