Manajemen School Branding dalam Meningkatkan Daya Saing Sekolah Dasar Islam
Abstract View: 9,
DOI:
https://doi.org/10.32665/jurmia.v6i1.6074Keywords:
school branding, educational management, manajemen school branding, daya saing sekolah, sekolah dasar Islam, Kepemimpinan Kepala sekolahAbstract
This study aims to analyze school branding management in enhancing the competitiveness of an Islamic primary school. The research employs a qualitative approach with a case study design. Data were collected through in-depth interviews, participant observation, and documentation, and subsequently analyzed using the interactive model of Miles and Huberman. The findings reveal that school branding is managed through the integration of the school’s vision, flagship programs, school culture, and institutional communication strategies. Branding functions not merely as a promotional tool, but as a differentiation strategy that fosters trust and stakeholder engagement. School culture plays a fundamental role as the foundation of brand identity, strengthening the institutional image in a sustainable manner. The theoretical contribution of this study emphasizes that school branding in Islamic primary schools is most effective when grounded in values, consistency of educational services, and authentic student experiences. Practically, these findings offer a strategic framework for school administrators in designing branding initiatives aligned with academic quality and institutional character.
References
Arikunto, S. (2013). Prosedur penelitian: Suatu pendekatan praktik. Jakarta: Rineka Cipta.
Bass, B. M., & Avolio, B. J. (1994). Improving organizational effectiveness through transformational leadership. Thousand Oaks, CA: Sage Publications.
Chapleo, C. (2015). Brands in higher education: Challenges and potential strategies. International Studies of Management & Organization, 45(2), 150–163. https://doi.org/10.1080/00208825.2015.1006014
Creswell, J. W. (2016). Research design: Pendekatan metode kualitatif, kuantitatif, dan campuran (Edisi ke-4). Yogyakarta: Pustaka Pelajar.
Dewantara, K. H. (2013). Pendidikan. Yogyakarta: Majelis Luhur Persatuan Taman Siswa.
Edmonds, R. (1979). Effective schools for the urban poor. Educational Leadership, 37(1), 15–24.
Fathul, A., & Tutik, R. (2020). Strategi branding sekolah dalam meningkatkan daya saing lembaga pendidikan. Jurnal Manajemen Pendidikan, 12(2), 101–112.
Fauzi, A., & Prasetyo, M. A. M. (2023). Religious school culture and institutional trust in Islamic primary education. Journal of Islamic Education Research, 8(2), 145–159. https://doi.org/10.1234/jier.v8i2.5678
Fitria, U. R., Chotimah, C., & Sulistyorini, S. (2024). Peran school branding dalam implementasi manajemen strategik untuk meningkatkan daya saing lembaga pendidikan Islam. Cendikia: Jurnal Pendidikan dan Pengajaran, 2(12), 427–436.
Hallinger, P. (2021). Leadership for learning: Lessons from 40 years of empirical research. Journal of Educational Administration, 59(1), 1–17. https://doi.org/10.1108/JEA-01-2020-0018
Hemsley-Brown, J., & Oplatka, I. (2022). Higher education consumer choice. Springer.
Hemsley-Brown, J., & Oplatka, I. (2022). Higher education consumer choice. Palgrave Macmillan. https://doi.org/10.1007/978-3-030-98232-8
Jamaludin, A. (2020). Manajemen strategik pendidikan Islam berbasis keunggulan kompetitif. Jurnal Pendidikan Islam, 6(1), 45–60.
Kotler, P., & Fox, K. F. A. (1995). Strategic marketing for educational institutions. Englewood Cliffs, NJ: Prentice Hall.
Kotler, P., & Fox, K. F. A. (1995). Strategic marketing for educational institutions (2nd ed.). Prentice Hall.
Le, Q. H., Fuller, R., Hoang, T.-H., & Nguyen, N. (2023). Branding in higher education: A bibliometric analysis and research agenda. Journal of Marketing for Higher Education, 35(3), 696-719. https://doi.org/10.1080/08841241.2023.2289020
Le, T. T., Nguyen, H. T., & Tran, P. T. (2023). Organizational culture as a strategic resource in educational institutions. Educational Management Administration & Leadership, 51(4), 611–628. https://doi.org/10.1177/17411432221084567
Maringe, F., & Gibbs, P. (2009). Marketing higher education: Theory and practice. McGraw-Hill Education.
Miles, M. B., & Huberman, A. M. (1984). Qualitative data analysis: A sourcebook of new methods. Beverly Hills, CA: Sage Publications.
Nguyen, B., Yu, X., Melewar, T. C., & Chen, J. (2021). Brand innovation and social media: Knowledge acquisition from social media, market orientation, and the moderating role of social media strategic capability. Industrial Marketing Management, 51, 11–25.
Nguyen, B., Yu, X., Melewar, T. C., & Chen, J. (2021). Brand innovation and social media: Knowledge acquisition from social platforms. Psychology & Marketing, 38(4), 602–616. https://doi.org/10.1002/mar.21462
Rizkiah, N., Suryadi, & Wahyudin, D. (2020). School branding dan implikasinya terhadap kepercayaan masyarakat. Jurnal Administrasi Pendidikan, 27(1), 89–98.
Sallis, E. (2012). Total quality management in education (3rd ed.). London: Routledge.
Schein, E. H. (2010). Organizational culture and leadership (4th ed.). San Francisco: Jossey-Bass.
Schein, E. H., & Schein, P. A. (2017). Organizational culture and leadership (5th ed.). Hoboken, NJ: John Wiley & Sons.
Schein, E. H., & Schein, P. A. (2017). Organizational culture and leadership (5th ed.). Wiley.
Stoner, J. A. F. (1996). Manajemen. Jakarta: Erlangga.
Sugiyono. (2015). Metode penelitian pendidikan: Pendekatan kuantitatif, kualitatif, dan R&D. Bandung: Alfabeta.
Sugiyono. (2016). Metode penelitian pendidikan: Pendekatan kuantitatif, kualitatif, dan R&D (ed. revisi). Bandung: Alfabeta.
Sugiyono. (2018). Metode penelitian kualitatif. Bandung: Alfabeta.
Sugiyono. (2023). Metode penelitian. Bandung: Alfabeta.
Sumardi, R. W., Mahmudah, F. N., Abbas, N., & Suparman, M. F. (2023). Branding image strategy in enhancing the competitive advantage of Pondok Pesantren Islamic Center Bin Baz Yogyakarta. Al-Hikmah: Journal of Education, 4(1), 107-120.
Tanzeh, A., Masyhud, M. S., & Fadhilah, N. (2024). Stakeholder engagement and Islamic school branding in strengthening institutional reputation. Jurnal Pendidikan Islam, 13(1), 88–104. https://doi.org/10.14421/jpi.2024.131.88-104
Tanzeh, A., Sulistyorini, S., & Patoni, A. (2024). Qualitative study on private school branding in Indonesia: Identifying barriers and strategies for school branding. Cypriot Journal of Educational Sciences, 19(1), 1-18. https://doi.org/10.18844/cjes.v19i1.8537
Tilaar, H. A. R. (2006). Standarisasi pendidikan nasional. Jakarta: Rineka Cipta.
Undang-Undang Republik Indonesia Nomor 20 Tahun 2003 tentang Sistem Pendidikan Nasional.
Xiao, J., Wang, M., & Li, Y. (2023). Experiential branding and stakeholder trust in educational institutions. International Journal of Educational Management, 37(5), 1021–1038. https://doi.org/10.1108/IJEM-11-2022-0456
Xiao, Y., Nguyen, T. T. H., Nguyen, H. N., Phan, D. Q., Cao, T. K., & Dao, T. H. A. (2023). University brand: A systematic literature review. Heliyon, 9(6), e16825. https://doi.org/10.1016/j.heliyon.2023.e16825
Zulkifli. (2020). Manajemen sumber daya manusia pendidikan. Jurnal Pendidikan dan Kepemimpinan, 5(2), 67–78.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Heni Maria Astutik, Taufiq Harris, Suyitno Suyitno
This work is licensed under a Creative Commons Attribution 4.0 International License.
Abstract View: 9,
PDF (Bahasa Indonesia) Download: 1
