STRATEGI BRANDING LEMBAGA PENDIDIKAN BERBASIS PESANTREN DI ERA DIGITALISASI PADA MTS AL QODIRI IV
DOI:
https://doi.org/10.54437/ilmuna.v8i2.3939Keywords:
branding strategy, pesantren-based education, digital era, public trustAbstract
The development of the digital era encourages pesantren-based educational institutions to implement branding strategies to build a positive image and increase public trust. This study aims to describe the branding strategies implemented by MTs Al Qodiri IV as a pesantren-based educational institution in the digital era. This study employed a qualitative approach with a descriptive research design. The research informants consisted of the head of the madrasah, the deputy head for public relations, and teachers, selected using purposive sampling. Data were collected through observation, interviews, and documentation, then analyzed using the Miles, Huberman, and Saldaña model, which includes data condensation, data display, and conclusion drawing. The findings indicate that branding strategies at MTs Al Qodiri IV are implemented through three stages: planning, implementation, and evaluation. Planning involves establishing the vision, mission, and flagship programs as the madrasah's identity. Branding implementation utilizes various digital media, including the website, Instagram, Facebook, YouTube, and WhatsApp, to publish activities, achievements, and flagship programs. Evaluation is conducted periodically through evaluation meetings, taking into account the effectiveness of digital media and public responses to branding activities. These branding strategies, when implemented in a planned, consistent, and sustainable manner, can strengthen the positive image of MTs Al Qodiri IV as a pesantren-based educational institution and increase public trust in the quality of its educational services
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