STRATEGI MEMBANGUN BRAND IMAGE DALAM MENINGKATKAN MINAT MASYARAKAT DI LEMBAGA PENDIDIKAN ISLAM (Studi Multisitus di MA Ma’arif NU Kota Blitar dan MA Ma’arif Udanawu Kabupaten Blitar)

ERWIN INDRIOKO, 12501175006 (2022) STRATEGI MEMBANGUN BRAND IMAGE DALAM MENINGKATKAN MINAT MASYARAKAT DI LEMBAGA PENDIDIKAN ISLAM (Studi Multisitus di MA Ma’arif NU Kota Blitar dan MA Ma’arif Udanawu Kabupaten Blitar). [ Thesis ]

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Abstract

Indrioko, Erwin, 2021. Strategy to build brand image of Islamic educational institutions in increasing public interest (Multisite study at MA Ma'arif NU Blitar City and MA Ma'arif Udanawu Blitar Regency). Dissertation, Islamic Education Management Doctoral Program, Postgraduate Tulungagung State Islamic University, Promoter: (1) Prof. Dr. H. Mujamil Qomar M.Ag. (II) Prof. Dr. H. Prim Masrokan Mutohar, M.Pd. Keywords: Brand Image, public interest, Islamic Educational Institutions A good brand image in an Islamic educational institution has an attraction for public interest in using the educational services provided. Brand image does not come by itself but is built by all existing human resources. Brand image is an important factor for an educational institution because it serves as a differentiating identity from other institutions and as a natural promotional asset in society. This study aims to analyze and find: (1) approaches in building the brand image of Islamic educational institutions to increase public interest carried out by MA Ma'arif NU Blitar City and MA Ma'arif Udanawu Blitar Regency, (2) methods in building brand image of Islamic educational institutions to increase public interest carried out by MA Ma'arif NU Blitar City and MA Ma'arif Udanawu Blitar Regency, (3) Techniques in building brand image of Islamic educational institutions to increase public interest carried out by MA Ma' arif NU Blitar City and MA Ma'arif Udanawu Blitar Regency, (4) The brand image that was successfully built by Islamic educational institutions in increasing public interest was carried out by MA Ma'arif NU Blitar City and MA Ma'arif Udanawu Blitar Regency, (5) evaluation in building brand image of Islamic educational institutions to increase public interest carried out by MA Ma'arif NU Blitar City and MA Ma'arif Udanawu Blitar Regency. This research uses a qualitative approach and is a case study research type with a multi-site research design. Data collection techniques were carried out by (1) in-depth interviews, (2) participatory observation, (3) documentation. Data analysis was carried out with steps of data collection, data reduction, data condensation, data display, and drawing conclusion. Checking the validity of the data is done by testing the credibility, transferability, dependability, and confirmability. The results of this study found that: (1) the approach to building brand image in Islamic educational institutions was carried out by: a) a social approach by making slogans as a real promise for the educational services provided; b) interactional approach by establishing interaction in the form of cooperation with other organizations; c) an individual approach by approaching community leaders with the aim of the institution being known and trusted by the wider community, (2) the method in building a brand image in Islamic educational institutions is carried out by holding direct or face-to-face meetings with the community and utilizing mass media or social media to build positive impression in the minds of the public, (3) techniques in building a brand image are carried out with audio techniques, namely utilizing sound media, visual which is utilizing media that can be seen, and audio-visual media that displays sound and moving images, (4) The brand image that has been successfully built by MA Ma'arif NU in Blitar City is NU Boarding school, while at MA Ma'arif Udanawu Blitar Regency is MA Plus skills, (5) evaluation in building brand image Islamic education institutions are carried out through regular meetings by the leadership of the institution by analyzing the progress of all institutional programs one by one, reviewing the strengths and weaknesses of the institution in dealing with these problems, seeking and formulating a consensus solution to be followed up responsibly.

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