Membangun Kepercayaan Masyarakatmelalui Manajemen Hubungan MasyarakatStudy Case di MTs Negeri 3 Merangin, Kecamatan Pamenang
DOI:
https://doi.org/10.51339/akademika.v8i1.5402Keywords:
Public relations management, Community trust, Communication strategy, Stakeholder engagement, Islamic education managementAbstract
Lembaga pendidikan Islam menghadapi tantangan mempertahankan kepercayaan masyarakat di tengah persaingan dan disrupsi digital, namun penelitian tentang strategi manajemen humas terintegrasi pada madrasah negeri masih terbatas, terutama di wilayah dengan keterbatasan sumber daya. Penelitian ini bertujuan mendeskripsikan dan menganalisis strategi manajemen humas dalam membangun kepercayaan masyarakat terhadap MTs Negeri 3 Merangin, serta mengidentifikasi faktor pendukung, penghambat, dan upaya mengatasinya. Menggunakan pendekatan kualitatif dengan desain studi kasus, data dikumpulkan melalui observasi partisipatif, wawancara mendalam terhadap tujuh informan (kepala madrasah, wakil humas, guru, komite, orang tua, dan tokoh masyarakat), serta dokumentasi, lalu dianalisis dengan model interaktif Miles, Huberman, dan Saldaña serta diverifikasi melalui triangulasi sumber, teknik, dan member check. Hasil penelitian mengungkapkan enam strategi humas terintegrasi: komunikasi intensif dengan orang tua, pemanfaatan media sosial dan website, publikasi prestasi siswa, kemitraan dengan komite dan pemerintah desa, kegiatan sosial-keagamaan, dan open house. Faktor pendukung utama meliputi kepemimpinan kepala madrasah, kekompakan guru, keaktifan komite, serta hubungan baik dengan tokoh masyarakat, sementara hambatan mencakup keterbatasan anggaran, SDM humas, dan akses internet di wilayah terpencil yang diatasi melalui kombinasi pendekatan digital dan konvensional. Penelitian ini memperkuat relevansi Stakeholder Theory dan Relationship Management Theory dalam menjelaskan pembentukan kepercayaan masyarakat terhadap madrasah, serta memberikan kontribusi praktis berupa model strategi humas adaptif bagi lembaga pendidikan Islam di wilayah dengan keterbatasan sumber daya dan implikasi kebijakan bagi penguatan kapasitas kehumasan madrasah di Indonesia.
Downloads
References
Abidin, Zainal, Akhmad Fauzi Hamzah, Ahmad Qusairi, and Fadhel Mubarak, ‘Synergy of Word-of-Mouth Marketing and Digital Branding in Educational Marketing Management in the Era of Disruption’, Nidhomiyyah: Jurnal Manajemen Pendidikan Islam, 7.2 (2026), pp. 168–80, doi:https://doi.org/10.38073/nidhomiyyah.v7i2.4521
Alcala, Angie, and Jessie Quesea, ‘Barriers and Recommendations of Stakeholders’ Engagement in the School-Based Management Programs’, Psychology and Education: A Multidisciplinary Journal, 50.10 (2025), pp. 1191–1202, doi:10.70838/pemj.501008
Aliatus Zaman, Saeda, Fatkuroji Fatkuroji, Agus Sutiyono, and Mohd Huefiros Efizi bin Husain, ‘Islamic Values-Based Public Relations Management in Building Trust and School Image: A Case Study at MTs Ar-Rois Cendekia Semarang’, AJIS: Academic Journal of Islamic Studies, 2025, pp. 533–48, doi:10.29240/ajis.v10i2.16179
Anggarina, Paula Tjatoerwidya, Agustinus Purna Irawan, and Fransisca Iriani Roesmala Dewi, ‘Higher Education Reputation Management through Increasing the Role of Public Relations’, Humanities and Social Sciences Letters, 12.3 (2024), pp. 692–702, doi:10.18488/73.v12i3.3863
Aprianto, Iwan, Mawardi Mawardi, Suparno Suparno, and Jamrizal, ‘Amanah-Based Public Relations and Digital Trust in Islamic Private Universities’, Jurnal Ilmiah Peuradeun, 14.1 (2026), pp. 343–70, doi:10.26811/peuradeun.v14i1.2383
Arief, Moh. Miftahul, Fatah Syukur, Fahrurrozi Fahrurrozi, Raharjo Raharjo, and A. Fikri Amiruddin Ihsani, ‘STP-Based Marketing and Public Perception Shift of Urban Islamic Primary Schools: Introducing the Demand Surplus Indicator’, Jurnal Pendidikan Islam, 13.2 (2024), pp. 183–92, doi:10.14421/jpi.2024.132.183-192
Aziz, Su’udin, Ngainun Naim, Ainun Rahmah Kartika, and Wildan Miftahussurur, ‘Quality and Identity in Islamic Education Branding: Exploring Quality, Culture, and Sustainability’, Fenomena, 24.2 (2025), pp. 241–54, doi:10.35719/fenomena.v24i2.612
Balaji, Vaishnavi, R. Manigandan, R. Supriya, A. Shakti Priya, Bhanu Sree Reddy, Manju Shree Raman, and others, ‘Social Capital as a Catalyst for Leadership Excellence: The Mediating Role of Institutional Reputation in Indian Higher Education’, International Journal of Learning and Change, 17.4 (2025), pp. 381–408, doi:10.1504/IJLC.2025.149598
Carvalho, Helena, João Carlos Sousa, and Tiago Lapa, ‘Opinião Pública e Confiança Institucional Na Europa: O Papel Contraditório Dos Media Na Era Digital’, Media & Jornalismo, 25.46 (2025), p. e4605, doi:10.14195/2183-5462_46_5
Chotimah, Chusnul, Maulina Pia Wulandari, and Zulkarnain Nasution, ‘Enhancing School Reputation through Effective Stakeholder Engagement’, SANGKéP: Jurnal Kajian Sosial Keagamaan, 7.2 (2024), pp. 290–308, doi:10.20414/sangkep.v7i2.11166
Cömert, Melike, and Emrah Yildiz, ‘Leadershıp in the Context of Socıal Capıtal in Educatıon’, Journal of Posthumanism, 5.2 (2025), doi:10.63332/joph.v5i2.536
Constantinides, Michalis, ‘From Isolation to Inclusion: Advancing Rural Educational Equity in Scotland’, Education Sciences, 16.1 (2026), p. 113, doi:10.3390/educsci16010113
Edy, Sarwo, Syahrul Fauzi, Nenda, and Muhammad Zaini El Wahyu, ‘Integrated Cultural-Educational Branding: An Innovative Strategies for Building a Sustainable Image in Islamic Primary School’, Progresiva : Jurnal Pemikiran Dan Pendidikan Islam, 13.03 (2024), pp. 345–60, doi:10.22219/progresiva.v13i03.37447
Fadli Hidayat, M Noer, Hasan Baharun, Eny Nur Aisyah, Abdul Wahid Zaini, M. Aqil Fahmi Sanjani, and Rizkiyah Hasanah, ‘Bridging the Digital Divide: The Role of Public Relations in Enhancing Digital Inclusivity’, in 2024 10th International Conference on Education and Technology (ICET) (IEEE, 2024), pp. 59–66, doi:10.1109/ICET64717.2024.10778472
Firmasari, Nia, Fridiyanto, and Aris Munandar, ‘STRATEGI MANAJEMEN HUMAS DALAM MEMBANGUN CITRA LEMBAGA SMAN 10 TANJUNG JABUNG TIMUR’, Journal Publicuho, 9.1 (2026), pp. 330–46, doi:10.35817/publicuho.v9i1.1050
Flores, Junas Dungog, and Reah G. Fabrica, ‘Strategic Communication for Institutional Legitimacy, Governance Reform, and Stakeholder Trust in Higher Education Organizations’, International Review of Management and Marketing, 16.5 (2026), pp. 530–43, doi:10.32479/irmm.23623
Gardiana, Marieti Debyora, Andre Noevi Rahmanto, and Ign. Agung Satyawan, ‘Peran Humas PTNBH Dalam Pengelolaan Media Sosial Untuk Meningkatkan Keterlibatan Stakeholders’, JIIP - Jurnal Ilmiah Ilmu Pendidikan, 7.1 (2024), pp. 41–50, doi:10.54371/jiip.v7i1.2455
Hakim, Muhammad Nur, and Fahrur Rozi, ‘Strategi Manajemen Humas Dalam Meningkatkan Animo Masyarakat Terhadap Pendidikan Madrasah’, JoIEM (Journal of Islamic Education Management), 5.1 (2024), pp. 28–45, doi:10.30762/joiem.v5i1.2675
Harrison, Michelle, ‘Student Perceptions of Open Education Practice: Navigating Privacy, Identity, and Collaboration with Participatory Technologies’, Open Praxis, 17.4 (2025), pp. 664–79, doi:10.55982/openpraxis.17.4.909
Hasanah, Arifatul, Fitriani, Muhyidin, Ach. Nurfuad Al-Fajri, and Multazem Aji Busono, ‘UTILIZATION OF COMMUNICATION TECHNOLOGY TO IMPROVE THE EFFECTIVENESS OF PUBLIC RELATIONS MANAGEMENT’, Managere: Indonesian Journal of Educational Management, 6.2 (2024), pp. 207–18, doi:10.52627/managere.v6i2.524
Hornby, Diana, and Savathrie Margie Maistry, ‘Universities as Anchor Institutions: Integrating the Element of Trust for Developing Transformational Community University Partnerships’:, Critical Studies in Teaching and Learning, 13.2 (2025), doi:10.14426/cristal.v13iSI2.2528
Karsono, Karsono, Purwanto Purwanto, and Abdul Matin Bin Salman, ‘Strategi Branding Dalam Meningkatkan Kepercayaan Masyarakat Terhadap Madrasah Tsanawiyah Negeri’, Jurnal Ilmiah Ekonomi Islam, 7.2 (2021), doi:10.29040/jiei.v7i2.2649
Komljenovic, Janja, Sam Sellar, and Kean Birch, ‘Turning Universities into Data-Driven Organisations: Seven Dimensions of Change’, Higher Education, 89.5 (2025), pp. 1369–86, doi:10.1007/s10734-024-01277-z
Kujala, Johanna, Sybille Sachs, Heta Leinonen, Anna Heikkinen, and Daniel Laude, ‘Stakeholder Engagement: Past, Present, and Future’, Business & Society, 61.5 (2022), pp. 1136–96, doi:10.1177/00076503211066595
Kusnadi, Eddy, Intan Leliana, Rio Septian, Achmad Haikal, and Chepy Nurdiansyah, ‘International Journal of Multicultural and Multireligious Understanding Optimizing Company Profile As A Public Communication Tool In Educational Institutions : A Study On Bimbel Cec’, International Journal of Multicultural and Multireligious Understanding, 2026, pp. 133–42
Law, Siew Fang, and Ai Tam Le, ‘A Systematic Review of Empirical Studies on Trust between Universities and Society’, Journal of Higher Education Policy and Management, 45.4 (2023), pp. 393–408, doi:10.1080/1360080X.2023.2176598
Ledingham, John A., ‘Explicating Relationship Management as a General Theory of Public Relations’, Journal of Public Relations Research, 15.2 (2003), pp. 181–98, doi:10.1207/S1532754XJPRR1502_4
Lincoln & Guba, Trustworthiness, 1985
Mayger, Linda K., and Craig D. Hochbein, ‘Growing Connected: Relational Trust and Social Capital in Community Schools’, Journal of Education for Students Placed at Risk (JESPAR), 26.3 (2021), pp. 210–35, doi:10.1080/10824669.2020.1824676
Miles, M. B., Huberman, A. M., & Saldaña, J., Qualitative Data Analysis: A Methods Sourcebook (3rd Ed.) (Sage Publications., 2014)
Muthiah, Falah, ‘Peran Social Networking Sites Dalam Meningkatkan Stakeholder Engagement: A Literature Review’, Jurnal Lensa Mutiara Komunikasi, 5.2 (2021), pp. 86–104, doi:10.51544/jlmk.v5i2.2161
Mutimukwe, Chantal, Olga Viberg, Cormac McGrath, and Teresa Cerratto-Pargman, ‘Privacy in Online Proctoring Systems in Higher Education: Stakeholders’ Perceptions, Awareness and Responsibility’, Journal of Computing in Higher Education, 38.2 (2026), pp. 732–61, doi:10.1007/s12528-025-09461-5
My, Mahmud, Fadlilah Fadlilah, Suci Fitriani, Fransisko Chaniago, Sizka Farwati, and Sri Ramdayeni Sakunti, ‘Educational Excellence and Strategiec Promotion: Strengthening Islamic School Branding through 7P Integration’, Munaddhomah: Jurnal Manajemen Pendidikan Islam, 7.1 (2025), pp. 44–59, doi:10.31538/munaddhomah.v7i1.1907
de Oliveira Colus, Flavia Soares, Vuokko Kohtamäki, and Elizabeth Balbachevsky, ‘International University Rankings’ Influence on the Stakeholder Relationships of Three Universities in Brazil’, 2024, pp. 173–90, doi:10.4018/979-8-3693-3534-5.ch008
Risuhawianto, Irwan, and Lia Yuliana, ‘The Role of Instagram as an Agent for Socialization in Integrated Islamic School at SMP IT Abu Bakar Yogyakarta: A Netnography Study’, ETNOSIA : Jurnal Etnografi Indonesia, 10.1 (2025), pp. 20–37, doi:10.31947/etnosia.v10i1.41999
Ben Romdhane, Samar, Mokhtar Elareshi, Mohammed Habes, Amal Hassan Alhazmi, and Razaz Waheeb Attar, ‘Connecting With the Hyper(Dis)Connected Audience: University Communication Attributes and Student Attitudes’, Sage Open, 15.2 (2025), doi:10.1177/21582440251341058
Salim, Ahmad, and Muh Mustakim, ‘Madrasah Reposition in Building Community Trust in Covid-19 Era Disruption’, Al-Ta Lim Journal, 28.2 (2021), pp. 155–66, doi:10.15548/jt.v28i2.694
Samsudin, Mohd Ali, Tatsuya Kusakabe, Tiew Chia Chun, Sheerafzal Khan Adam Khan, and Takamichi Asakura, ‘The Branding and Perception of Madrasahs on Social Media: An Analysis of Misinformation and Public Sentiment Using Social Network Analysis’, British Journal of Religious Education, 2025, pp. 1–20, doi:10.1080/01416200.2025.2567281
Sari, Pusvyta, Laili Lailatul Hidayah, M. Chotibuddin, and Nashihin, ‘Digital Leadership In Madrasah’, Mudir : Jurnal Manajemen Pendidikan, 7.2 (2025), pp. 293–302, doi:10.55352/mudir.v7i2.1720
Shibuya, Kazuro, Community Participation in School Management (Routledge, 2022), doi:10.4324/9781003320579
Smith, L., ‘Leveraging Emerging Technologies to Enhance Public Accountability in South African Higher Education’, South African Journal of Higher Education, 39.4 (2025), doi:10.20853/39-4-7514
Stoica, Dimitrie, Cristina-Claudia Patriche, Sofia David, Camelia Mădălina Beldiman, and Carmelia Mariana Dragomir Bălănică, ‘Knowledge-Driven Reputation Management in Higher Education Institutions’, Journal of Innovation & Knowledge, 10.6 (2025), p. 100811, doi:10.1016/j.jik.2025.100811
Al Yahyaei, Nasser, and Iman Al Senani, ‘Institutional Branding and Media Visibility in Higher Education: A Theoretical Model for Strategic Communication Management’, Journal of Cultural Analysis and Social Change, 2025, pp. 353–63, doi:10.64753/jcasc.v11i1.3791
Yakin, Ainul, Mohammad Dendy Musthofa, Hendi Kurniyawan, Hasan Baharun, and Hefniy Hefniy, ‘The Digital Divide : How Madrasah Uses Technology to Improve Brand Image’, Aktivisme: Jurnal Ilmu Pendidikan, Politik Dan Sosial Indonesia, 2.1 (2025), pp. 189–200, doi:10.62383/aktivisme.v2i1.760
Yin, Robert K., Case Study Research and Applications: Design and Methods, Journal of Hospitality & Tourism Research, 2018, LIII, doi:10.1177/109634809702100108
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Ila Wahyuni, Muhammad Ali Basroh, Mudrikah, Suheri
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
.png)
