KEPEMIMPINAN KEPALA SEKOLAH DALAM MEMBANGUN CITRA PUBLIK

Abstract

This study aims to describes the public image of SMAN 3 Malang, the leadership of the principal, the strategic steps of the principal, the problems and solutions made in building a public image. This study uses a qualitative approach with a type of case study research. The results of the study include: (1) SMAN 3 Malang has a good or positive image. This image is seen from achievements in the academic and non-academic fields, good school services and alumni ties, (2) The principal acts as the top leader and manager in leading SMAN 3 Malang, the principal has a high commitment and firmness and open minded, and the principal uses Bottom-Up in making decisions, which means analyzing and collecting data first and communicating with the parties involved, (3) SMAN 3 Malang uses the PDCA step in making a good program of activities, namely Plan, Do, Check, and Action. (4) There are problems that lie in the commitment section of some teachers that need to be motivated. In addition, there are problems, namely lack of carrying capacity such as facilities and infrastructure to finance. The solution is to motivate teachers to have a high commitment and take a humanist approach, especially to the community or student guardians so that the carrying capacity can be fulfilled.