THE ROLE OF SCHOOL COMMITTEES IN EDUCATION MARKETING: A QUALITATIVE STUDY OF TEACHER PERSPECTIVE ANALYSTS
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Abstrak
Penelitian ini bertujuan untuk mengeksplorasi peran komite sekolah dalam pemasaran pendidikan berdasarkan persepsi guru berkenaan dengan empat hal pemahaman guru tekait peran komite pendidikan, peran komite dalam pemasaran pendidikan, peluang dan tantangan komite dalam pemasaran pendidikan. Metode yang digunakan dalam penelitian ini yaitu kualitatif. Pengumpulan data menggunakan teknik wawancara terbuka kepada guru sekolah swasta diwiliayah Kabupaten Bogor. Analisis data menggunakan model dari Miles dan Huberman dengan tahapan pengumpulan data, reduksi data, penyajian data, dan penarikan kesimpulan serta dibantu dengan aplikasi NVivo. Keabsahan data menggunakan pendekatan kredibilitas dengan teknik triangulasi sumber. Hasil penelitian menunjukkan bahwa terdapat temuan empat aspek utama, yaitu pemahaman guru tentang peran komite, peran komite dalam pemasaran pendidikan, peluang yang dimiliki, dan tantangan yang dihadapi. Temuan tersebut mencakup berbagai fungsi strategis, seperti komunikasi, peningkatan mutu, promosi sekolah, jaringan masyarakat serta kendala dalam kolaborasi dan kompetensi SDM. Penelitian ini merekomendasikan untuk memperbaiki sistem rekrutmen komite, peningkatan kompetensi komite pendidikan, dan koloborasi aktif antara sekolah/lembaga dengan komite pendidikan.
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