ANALISIS MANAJEMEN PROGRAM ADIWIYATA SEBAGAI BRAND IMAGE JASA PENDIDIKAN DI MTS N 1 SLEMAN YOGYAKARTA

The background of this research is the existence of competition in educational institutions and the policy of decentralization of education (UU No. 20 Tahun 2003, SISDIKNAS) where educational institutions are currently encouraged to be independent in managing their institutions. These two challenges show the importance of today's educational institutions to improve their quality from various aspects, so that from the quality of a good educational institution it will have a good image as an attractive offer to prospective students, while at the same time responding to the challenges of emerging educational institutions. This type of research is a field research with a qualitative descriptive method in order to determine the concept of management and implementation of the Adiwiyata program at MTs N 1 Sleman so that through the analysis of these two aspects, it can be used as a basis and consideration in developing Adiwiyata's brand image. The data collection techniques used in this study were observation, documentation, and interviews. The collected data was analyzed using data reduction techniques, data presentation, and then conclusions were drawn. The results of the study show that MTs N 1 Sleman is managerial to the Adiwiyata program, where there is the application of management functions such as planning, organizing, directing, and controlling. In its implementation, the adiwiyata program at MTs N 1 Sleman refers to the provisions of the school adiwiyata program issued by the Ministry of the Environment. From the managerial concept and implementation of the Adiwiyata program, MTs N 1 Sleman was awarded as Madrasah Adiwiyata at the provincial level in 2019, In addition, MTs N 1 Sleman is also a reference for other institutions for comparative study programs and recommendations for adiwiyata resource persons. Based on the results of the management and implementation analysis above, and supported by the achievement of the adiwiyata program at MTs N 1 Sleman, the adiwiyata program at MTs N 1 Sleman deserves to be developed to become a brand image because it meets the factors that form a brand image. The new finding in this research is that the brand image forming factors can be obtained through program management and optimal implementation in accordance with the provisions