elf-concept is an individual's perception and assessment of himself. The purpose of this study is to understand in depth the influence of self-concept on the performance of the Principal of Madrasah Aliyah Alif Al-Ittifaq. A strong self-concept allows the Principal of Madrasah Aliyah Alif al-Ittifaq to recognize and understand self-concept from the physical self, self-concept as a process, social self-concept and self-concept related to self-image.
To investigate the effect of self-concept on the performance of Madrasah principals, this study uses a qualitative approach. The research method used was a case study using in-depth interviews with the Head of Madrasah Aliyah Alif Al-Ittifaq, direct observation and document analysis as data collection techniques, source and method triangulation was used to test the authenticity of the data obtained.
The results of this study reveal that self-concept is one of the factors that influence the performance of the Alif Al-Ittifaq Madrasah Aliyah Principal. A good self-concept will increase the effectiveness of the Madrasa Principal's performance. Principals who have a good self-concept tend to have better performance by knowing their own potential, strengths and weaknesses.
Other factors that influence self-concept on the performance of Madrasah principals are support from staff and teachers, a positive work environment, recognition for achievements, and opportunities for professional development will provide motivation and assist in developing better leadership skills.
The conclusion is that a strong and positive self-concept has a significant influence on the performance of the Madrasah Principal. For this reason, Madrasah Principals are required to develop a positive self-concept through self-development programs, leadership training, and support from all parties involved. By strengthening self-concept, Madrasah Principals can improve their performance in effectively leading and managing Madrasah Aliyah, motivating staff and teachers, and creating a conducive learning environment for students.

<p><span>Banyak sekali berbagai kebijakan yang diterapkan oleh perusahaan dalam meningkatkan penjualannya dan menarik minat konsumen untuk membeli suatu produk yang ditawarkan oleh produsen, berbagai strategi dilakukan oleh perusahaan agar dapat bertahan di tengah persaingan yang tajam. Salah satunya strategi bauran pemasaran. Astiga Leather merupakan salah satu perusahaan yang menggunakan strategi bauran pemasaran 4P untuk mendukung peningkatan penjualan produk yang dibeli konsumen. Tujuan dari penelitian ini adalah untuk mengetahui penerapan bauran pemasaran 4P <em>(Product, Price, Place, Promotion)</em> pada Astiga Leather dan untuk mengetahui hasil evaluasi penerapan bauran pemasaran 4P Astiga Leather. Penelitian ini merupakan penelitian yang menggunakan metode deskriptif-kualitatif yang didukung dengan data berupa hasil observasi dan wawancara dengan narasumber yang bersangkutan. Jumlah narasumber terdiri dari 2 orang, pemilik usaha/<em>chief executive offcer</em> (CEO) dan <em>chief operating office</em>r (COO) Astiga Leather. Hasil penelitian menunjukkan bahwa secara keseluruhan, Astiga Leather sudah menerapkan strategi bauran pemasaran 4P <em>(Product, Price, Place/Distribution Channels, Promotion)</em> dengan baik.</span></p><p><span><em><span lang="EN-ID">There are so many strategies used by companies to increase their sales and attract consumers to buy a product offered by producers, various strategies are carried out by companies in order to survive in the midst of sharp competition. One of them is the marketing mix strategy. Astiga Leather is one of the companies that uses the 4P marketing mix strategy to support the increase in sales of products purchased by consumers. The purpose of this study is to determine the application of the 4P marketing mix (Product, Price, Place/Distribution Channels, Promotion) at Astiga Leather and to determine the results of evaluating the application of Astiga Leather's 4P marketing mix. This research uses descriptive-qualitative methods supported by data in the form of observation results and interviews with relevant sources. The number of sources consists of 2 people, namely the business owner/chief executive officer (CEO) and chief operating officer (COO) of Astiga Leather. The results showed that in general Astiga Leather has implemented the 4P marketing mix strategy (Product, Price, Place/Distribution Channels, Promotion) properly.</span></em></span></p>