Strategi Branding Dalam Meningkatkan Citra Positif Madrasah: Studi Pada Mts Swasta Al-Munawwarah Telanaipura Jambi
DOI:
https://doi.org/10.33751/jmp.v14i01.99Keywords:
Branding strategy, positive image, private madrasahAbstract
BRANDING STRATEGIES IN ENHANCING THE POSITIVE IMAGE OF MADRASAH: A STUDY AT MTS SWASTA AL-MUNAWWARAH TELANAIPURA JAMBI
Branding is a strategic instrument for private madrasahs in building public trust and a positive image, particularly for relatively new institutions facing fluctuations in student enrollment. This study aims to describe and analyze the branding strategy implemented by MTs Swasta Al-Munawwarah Telanaipura, Jambi City, in enhancing its positive image within the community. A descriptive qualitative approach was employed, with data collected through semi-structured interviews with the head of the madrasah, the new student admission committee, administrative staff, teachers, and parents, supported by observation and documentation. Data were analyzed through data reduction, data display, and conclusion drawing, with credibility established through source and technique triangulation. The findings indicate that the branding strategy is comprehensive and multidimensional, comprising five elements: strengthening religious flagship programs as institutional identity, collective utilization of digital media, developing active and award-winning extracurricular programs, conducting direct promotion through conventional media, and improving the quality of administrative services. These five elements are implemented synergistically and involve all components of the madrasah, reflecting a strong institutional commitment to shaping a positive image grounded in Islamic values.
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