Konstruksi Citra Lembaga Pendidikan Melalui Strategi Komunikasi Korporat di Era Digital: Studi Kasus SMK Negeri 3 Kota Tangerang Selatan
DOI:
https://doi.org/10.32493/mdkm.v3i2.60472Keywords:
Construction, image, strategy, corporate communication, educational institutionsAbstract
Persaingan antar lembaga pendidikan di era globalisasi menuntut institusi tidak hanya mengandalkan kualitas akademik dan fasilitas fisik, tetapi juga kemampuan membangun citra yang positif di mata publik. Citra lembaga berperan penting dalam membentuk kepercayaan masyarakat, menarik minat peserta didik, menjaga loyalitas alumni, serta memperluas kemitraan dengan berbagai pihak. Perkembangan teknologi komunikasi digital semakin memperkuat peran komunikasi korporat dalam pengelolaan citra lembaga pendidikan, terutama melalui pemanfaatan media digital seperti media sosial, situs web, dan platform daring lainnya. Namun, kenyataannya masih banyak lembaga pendidikan yang belum mengelola komunikasi korporat digital secara optimal dan terintegrasi, sehingga citra yang terbentuk cenderung tidak konsisten dan kurang berkelanjutan. Berdasarkan kondisi tersebut, penelitian ini bertujuan untuk mengidentifikasi strategi komunikasi korporat yang diterapkan oleh lembaga pendidikan, menganalisis efektivitasnya dalam membangun citra positif, serta merumuskan model konstruksi citra lembaga pendidikan berbasis komunikasi korporat yang adaptif terhadap era digital. Penelitian menggunakan pendekatan kualitatif dengan desain studi kasus di SMK Negeri 3 Tangerang Selatan. Pengumpulan data dilakukan melalui wawancara mendalam, observasi, dan studi literatur, dengan melibatkan pimpinan lembaga, tenaga pendidik dan kependidikan, siswa, orang tua, alumni, serta stakeholder terkait. Data dianalisis menggunakan teknik analisis tematik.Hasil penelitian diharapkan menghasilkan model konseptual komunikasi korporat dalam membangun citra lembaga pendidikan serta rekomendasi praktis yang dapat diterapkan secara berkelanjutan. Dari sisi Tingkat Kesiapan Teknologi (TKT), penelitian ini berada pada level 3–4, yaitu tahap konseptualisasi dan validasi awal. Luaran penelitian berupa artikel ilmiah yang ditargetkan untuk dipublikasikan pada jurnal nasional terakreditasi.
Kata kunci: Konstruksi, Citra, Strategi, Komunikasi Korporat, Lembaga Pendidikan
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