Strategies to Increase New Student Admission in Islamic-Based Elementary Schools Post Covid-19 Pandemic

Abstract

This study aims to analyze the status of new pupil enrollment, identify internal and external factors influencing the school's competitiveness, and formulate appropriate strategies to increase new pupil enrollment at SDIT Insan Mulia Wonosobo in the wake of the Covid-19 pandemic. The study employs a qualitative approach using a case study method combined with SWOT analysis and the Quantitative Strategic Planning Matrix (QSPM). Data were collected through observation, interviews, documentation, and the distribution of questionnaires to 84 parents selected through purposive sampling. The results of the study indicate that SDIT Insan Mulia Wonosobo experienced a decline in pupil numbers from 521 pupils in 2018 to 343 pupils in 2026. An analysis of internal factors indicates that the school's main strengths lie in the application of Islamic values, teacher competence, its flagship tahfidz and character-building programs, and effective school communication. Meanwhile, the main weaknesses include limited facilities and infrastructure, a non-integrated information system, and a high rate of teacher turnover. From an external perspective, the greatest opportunities stem from the public's growing interest in Islamic-based education, parental support, and the development of social media. The main threats, meanwhile, are increasingly fierce competition between schools, more comprehensive facilities offered by competitors, and rising parents. The IFAS analysis results produced a score of 3.295 and EFAS of 3.419 which places SDIT Insan Mulia Wonosobo in the Grow and Build position (Cell I) in the Internal-External Matrix and in Quadrant I in the SWOT diagram. These conditions indicate that the school is in a strong position and has great opportunities so that the right strategy is an aggressive growth strategy (growth-oriented strategy). Based on the QSPM analysis, the recommended priority strategies are strengthening branding and digital promotion based on Islamic flagship programs, quality differentiation through Islamic excellence, character, and student achievement, and the development of new flagship programs such as accelerated tahfidz, inclusive schools, and digital literacy.