Update Artikelilmiah: 50819

ATHIFA SAHNAZ RAMADHANI

NIM

Judul Artikel

Abstrak (Bhs. Indonesia)

Branding sekolah merupakan proses strategis yang dilakukan lembaga pendidikan untuk membangun citra positif di mata masyarakat. Penelitian ini bertujuan untuk mengetahui strategi branding yang diterapkan SMK Swagaya 1 Purwokerto dalam upaya membentuk citra positif sekolah. Penelitian ini menggunakan metode deskriptif kualitatif dengan teknik pengumpulan data melalui observasi, wawancara, dan dokumentasi. Hasil penelitian menunjukkan bahwa strategi branding dilakukan melalui dua aspek utama, yaitu branding fisik dan branding nonfisik. Branding fisik ditunjukkan melalui kebersihan lingkungan sekolah, konsistensi identitas visual, serta penataan fasilitas ruang praktik. Sementara itu, branding nonfisik diwujudkan melalui penanaman nilai kedisiplinan, religiusitas, serta komunikasi terbuka kepada publik melalui media digital seperti Instagram, YouTube, dan website sekolah. Faktor pendukung strategi branding meliputi kepemimpinan kepala sekolah, budaya religius, partisipasi guru dan siswa, serta fasilitas pembelajaran. Faktor penghambatnya adalah keterbatasan anggaran, kerusakan fasilitas praktik tertentu, dan tingginya persaingan antar sekolah. Secara keseluruhan, strategi branding tersebut mampu membangun citra positif SMK Swagaya 1 Purwokerto sebagai sekolah yang bersih, religius, disiplin, dan adaptif terhadap perkembangan teknologi.

Abtrak (Bhs. Inggris)

School branding is a strategic effort carried out by educational institutions to build a positive image in the eyes of the public. This study aims to identify the branding strategies implemented by SMK Swagaya 1 Purwokerto in establishing a positive school image. This research employs a descriptive qualitative method with data collected through observation, in-depth interviews, and documentation. The findings reveal that the branding strategy consists of two main aspects: physical branding and non-physical branding. Physical branding is reflected in the cleanliness of the school environment, the consistency of visual identity, and the proper arrangement of practical learning facilities. Meanwhile, non-physical branding is implemented through the cultivation of discipline, religious values, and transparent communication through digital media platforms such as Instagram, YouTube, and the school’s website. Supporting factors of the branding strategy include the leadership of the school principal, a strong religious culture, participation of teachers and students, and adequate learning facilities. Inhibiting factors consist of limited funding, damaged practical equipment, and strong competition among schools. Overall, the branding strategies have successfully contributed to forming a positive image of SMK Swagaya 1 Purwokerto as a clean, religious, disciplined, and technologically adaptive school.

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