THE PRINCIPAL'S STRATEGY IN INCREASING STUDENT INTEREST AT MTS MUHAMMADIYAH BONTORITA
Abstract
This study describes the strategies employed by the principal of MTs Muhammadiyah Bontorita, Takalar Regency, to increase the interest of prospective students. The research was conducted using a qualitative approach, with data collected through observation and interview techniques. Informants in this study included the principal, teachers, students, and parents. Data processing and analysis techniques were conducted through data reduction, data presentation, and conclusion drawing. Technique and source triangulation were used to test the validity of the data. The results of the study indicate that the principal's strategy begins with internal and external analysis, socialization, collaboration with institutions, and promotion through social media, using a SWOT analysis approach. In its implementation, this strategy involves all components of the madrasah and focuses on direct socialization to schools, improving the quality of education, and enhancing the madrasah's image through activities that attract prospective students. The evaluation results show an increase in the number of registrants each year, although challenges such as human resource competencies and public perception remain. This study emphasizes the importance of developing more focused promotional efforts and strengthening collaboration with external parties to enhance promotional effectiveness and strengthen the madrasah's image in the community.
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