MANAJEMEN MUTU BERBASIS TOTAL QUALITY MANAGEMENT (TQM) DALAM MEMBANGUN BRANDING LEMBAGA PENDIDIKAN NONFORMAL (Multi Situs di SPNF SKB Ungaran Kabupaten Semarang dan SPNF SKB Kota Semarang) 

TOTAL QUALITY MANAGEMENT (TQM) BASED ON QUALITY MANAGEMENT IN BUILDING BRANDING OF NON-FORMAL EDUCATIONAL INSTITUTIONS (Multi Sites at SPNF SKB Ungaran Kabupaten Semarang and SPNF SKB Kota Semarang)

Penelitian ini bertujuan untuk menganalisis implementasi manajemen mutu berbasis Total Quality Management (TQM) dalam membangun branding lembaga pendidikan nonformal, khususnya di SPNF SKB Ungaran Kabupaten Semarang dan SPNF SKB Kota Semarang. Lembaga pendidikan nonformal memiliki peran strategis dalam pengembangan sumber daya manusia di luar jalur pendidikan formal, namun seringkali menghadapi tantangan terkait kualitas layanan dan citra lembaga di masyarakat. Penerapan TQM dengan pendekatan PDCA (Plan, Do, Check, Act) menjadi strategi sistematis untuk memastikan mutu layanan pendidikan yang konsisten dan berkelanjutan. Penelitian ini menggunakan pendekatan kualitatif dengan desain studi multi situs, melibatkan teknik pengumpulan data berupa wawancara mendalam, observasi partisipatif, dan studi dokumentasi. Fokus penelitian meliputi perencanaan mutu, budaya mutu, pemenuhan kepuasan pelanggan, dan manajemen keberlanjutan dalam membangun branding lembaga. Lokasi penelitian di SPNF SKB Ungaran Kabupaten Semarang dan SPNF SKB Kota Semarang. Subjek penelitian, yaitu Kepala SKB, Pamong Kurikulum, Pamong Kesiswaan, Pamong Humas, dan Pamong Sarana Prasarana Kesetaraan Paket C di SPNF SKB Ungaran Kabupaten Semarang dan SPNF SKB Kota Semarang. Pada penelitian ini menggunakan teknik keabsahan data, yaitu teknik triangulasi. Pada teknik analisis data telah menggunakan analisis Miles dan Huberman. Penelitian ini dengan analisis data yang dilakukan secara interaktif dan berlangsung secara terus menerus sampai data sudah jenuh, kemudian dalam aktivitas analisis data, yaitu data reduction, data display, dan conclusion. Hasil penelitian menunjukkan bahwa kedua SPNF SKB tersebut, yaitu 1) menerapkan perencanaan mutu berbasis kebutuhan masyarakat, 2) membangun budaya mutu yang kuat melalui keterlibatan seluruh pemangku kepentingan, 3) pemenuhan kepuasan pelanggan melakukan  secara berkala, dan 3) strategi keberlanjutan program yang adaptif terhadap perubahan zaman. Penerapan TQM terbukti efektif dalam meningkatkan mutu layanan dan membangun branding lembaga pendidikan nonformal, yang berdampak positif terhadap peningkatan partisipasi peserta didik, loyalitas masyarakat, dan kepercayaan dunia kerja. Implikasi penelitian ini merekomendasikan penguatan manajemen mutu berbasis TQM secara komprehensif di lembaga pendidikan nonformal lainnya, serta pengembangan kemitraan strategis dengan berbagai pihak untuk mendukung keberlanjutan program pendidikan berbasis kebutuhan masyarakat. Model manajemen mutu yang dihasilkan diharapkan dapat menjadi rujukan dalam pengembangan manajemen pendidikan nonformal di Indonesia.

This study aims to analyze the implementation of Quality management based on Total Quality Management (TQM) in building branding of non-formal educational institutions, especially at SPNF SKB Ungaran, Semarang Regency and SPNF SKB Semarang City. Non-formal educational institutions have a strategic role in developing human resources outside of formal education, but often face challenges related to service quality and the image of the institution in the community. The application of TQM with the PDCA (Plan, Do, Check, Act) approach is a systematic strategy to ensure the creation of consistent and sustainable educational services. This study uses a qualitative approach with a multi-site study design, involving data collection techniques in the form of in-depth interviews, participatory observation, and documentation studies. The focus of the study includes Quality planning, Quality culture, Quality control, and sustainability management in building branding institutions. The research location is at SPNF SKB Ungaran, Semarang Regency and SPNF SKB Semarang City. The subjects of the study were the Head of SKB, Curriculum Officer, Student Affairs Officer, Public Relations Officer, and Infrastructure Officer of Package C Equivalency at SPNF SKB Ungaran, Semarang Regency and SPNF SKB Semarang City. This study uses data validity techniques, namely triangulation techniques. The data analysis technique uses Miles and Huberman analysis. This study with data analysis is conducted interactively and continuously until the data is saturated, then in the data analysis activity, namely data reduction, data presentation, and drawing conclusions. The results of the study indicate that the two SPNF SKBs, namely 1) implementing needs-based Quality planning, 2) building a strong Quality culture through the involvement of all stakeholders, 3) conducting periodic Quality control, and 3) a strategy to stop the program that is adaptive to changes in the times. The implementation of TQM has proven effective in improving the Quality of service and building branding of non-formal educational institutions, which has a positive impact on increasing student participation, community loyalty, and trust in the world of work. The implications of this study recommend strengthening TQM-based Quality management comprehensively in other non-formal educational institutions, as well as the community developing partnership strategies with various parties to support the sustainability of needs-based education programs. The resulting Quality management model is expected to be a reference in the development of non-formal education management in Indonesia.