Strategi Marketing Hubungan Masyarakat (Humas) Dalam Membangun Brand Image Di Sekolah Dasar Muhammadiyah 4 Pucang Surabaya

Abstract

This study aims to analyze the public relations marketing strategy in building brand image at Muhammadiyah 4 Pucang Elementary School, Surabaya. The study used a qualitative approach with descriptive methods, with research subjects including the principal, vice principal in charge of public relations, educators, and parents. Data collection was conducted through interviews, observation, and documentation, while data analysis used the stages of data reduction, data presentation, and drawing conclusions. The results of the study indicate that the public relations marketing strategy was implemented in a planned manner through consistent communication management with internal and external publics, the use of digital media, publication of school activities and achievements, collaboration with external parties, and improving the quality of educational services. Building the school's brand image was carried out through improving the quality of human resources, the quality of graduates, student discipline, and responsive service to parents. Supporting factors for this strategy include the commitment of school leaders, internal team cohesion, adequate facilities, and effective communication with the community, while inhibiting factors include time constraints, mismatches between planning and implementation, and communication constraints with external parties. The impact of implementing the public relations marketing strategy is seen in increased public trust, positive perceptions from parents, an increase in the number of students, and strengthening the school's competitiveness. These findings confirm that public relations marketing strategies play a crucial role in building a sustainable brand image for educational institutions.