Strategi Mempertahankan Brand Image SMP Al Ma’soem di Bandung Timur

Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui pengelolaan aktivitas dalam mempertahankan brand image di SMP Al Ma’soem melalui model perencanaan strategi yaitu The Nine Steps of Strategic Public Relations. Penelitian yang dilakukan menggunakan model The Nine Steps of Strategic Public Relations yang dikemukakan oleh Ronald D. Smith. Model ini terdiri dari sembilan langkah yang dikelompokkan ke dalam empat fase, yaitu fase riset formatif, fase strategi, fase taktik, dan fase evaluasi. Penelitian yang dilakukan berdasarkan metode deskriptif kualitatif dan menggunakan paradigma konstruktivistik, yang dapat mendeskripsikan secara rinci dari tujuan penelitian. Penelitian dilakukan dengan menggunakan teknik pengumpulan data melalui observasi pasif dan wawancara mendalam. Hasil penelitian menjelaskan bahwa SMP Al Ma’soem dalam melakukan pengelolaan aktivitas dalam mempertahankan brand image lembaga dengan model The Nine Steps of Strategic Public Relations. Kata Kunci : Strategi Humas, Brand Image, SMP Al Ma’soem Bandung ABSTRACT This research aims to determine the management of activities in maintaining brand image at Al Ma'soem Middle School through a strategic planning model, namely The Nine Steps of Strategic Public Relations. The research was conducted using The Nine Steps of Strategic Public Relations model proposed by Ronald D. Smith. This model consists of nine steps grouped into four phases, namely the formative research phase, strategy phase, tactics phase, and evaluation phase. The research was conducted based on qualitative descriptive methods and used a constructivist paradigm, which can describe in detail the research objectives. The research was conducted using data collection techniques through passive observation and in-depth interviews. The results of the research explain that Al Ma'soem Middle School manages activities to maintain the institution's brand image using the Nine Steps of Strategic Public Relations model. Keywords : Public Relations Strategy, Brand Image, Al Ma’soem Bandung Junior High School