STRATEGI BRANDING DIGITAL LEMBAGA PENDIDIKAN ISLAM: ANALISIS NARATIF MULTI-PLATFORM
DOI:
https://doi.org/10.34125/jmp.v11i3.2195Keywords:
Branding digital, pendidikan Islam, persepsi audiensAbstract
Technological advancements are driving educational institutions to build their image and competitiveness through digital branding strategies. This study aims to evaluate the digital branding strategy at MA Manbaul Ulum Tangsil Wetan Bondowoso, particularly from the audience’s perspective regarding the implementation of such branding. This study employs a qualitative method using a case study approach and grounded theory. Research data were collected through interviews, observations, and desk reviews from informants such as students, parents, and institutional administrators. Data was analyzed through the stages of data condensation, data reduction, data presentation, and verification. The results indicate that although the organization utilizes digital platforms to disseminate academic information and religious activities, there is a lack of audience engagement and depth in the religious content presented. The audience felt that digital branding emphasized academic information more and placed less emphasis on religious values as the institution’s identity. These findings underscore the importance of Islamic educational institutions balancing the delivery of academic information and religious value-based content, as well as enhancing audience engagement through digital communication to strengthen relationships with the audience.
References
Agus, A. H. (2025). Improving Brand Awareness Of Educational Institutions Through Educational Personnel Recruitment Management In Madrasah. At-Tarbiyat, 8(2025).
Aliyah, A. Z. A. A. (2024). Strategi Media Sosial Dalam Dunia Pendidikan: Dari Sekadar Hiburan Jadi Sarana Pembelajaran. Novara: Nusantara Innovation And Educational Technology, 1(3), 247–257.
Azizah, S., Pt, S., Sos, M., & Commun, M. (2025). Pengembangan Masyarakat. Pengembangan Masyarakat Berbasis Digital, 54.
Baharun, H. (2025). Digitalisasi Dalam Manajemen Mutu Pendidikan: Penerapan Teknologi Untuk Mendukung Proses Akreditasi Sekolah. Naafi: Jurnal Ilmiah Mahasiswa, 1(5), 647–657.
Diana, E. (2025). Peran Media Sosial Dalam Strategi Public Relations Untuk Membangun Brand Image Di Lembaga Pendidikan. Pendas: Jurnal Ilmiah Pendidikan Dasar, 10(03), 223–235.
Hakim, F., & Dahri, H. (2025). Islam Di Media Sosial Sebagai Komodifikasi Dan Implikasinya Terhadap Pendidikan Islam. Andragogi: Jurnal Pendidikan Dan Pembelajaran, 5(1), 187–206.
Iman, D. Z., Alfaridli, M. A., Khoiroh, U., & Baharun, H. (2025). Strategi Public Relations Terhadap Peningkatan Daya Saing Lembaga Pendidikan Di Era Globalisasi. Zaheen: Jurnal Pendidikan, Agama Dan Budaya, 1(1), 13–23.
Lazwardi, D., & Kurinawan, M. A. (2025). Transformasi Digital Dalam Manajemen Pendidikan: Meningkatkan Efisiensi Dan Aksesibilitas. Al-Idarah: Jurnal Kependidikan Islam, 15(1), 22–30.
Manshur, U. (2025a). Educational Management Strategies For Internalizing Islamic Education Values In Shaping Students’ Disciplinary Character. Journal Of Educational Management Research, 4(5), 2391–2401.
Manshur, U. (2025b). Management Of Learning Outcomes Through Sijagu Pai Design And Implementation Of A Digital Reporting System For Islamic Religious Education. Journal Of Educational Management Research, 4(2), 845–860.
Mundiri, A. (2021). Digital Branding In Increasing Civic Engagement; A Public Relation Strategy In The Battle Of Perceptions. Proceedings Of The First International Conference On Science, Technology, Engineering And Industrial Revolution (Icsteir 2020). Https://Doi.Org/10.2991/Assehr.K.210312.010
Nurhabibi, N., Arifannisa, A., Ismail, D., Kuswandi, D., Anggraeni, A. F. D. G., & Aji, Y. A. (2025). Strategi Lembaga Pendidikan Islam Dalam Membentuk Karakter Siswa Di Era Digital. Jurnal Pendidikan Indonesia: Teori, Penelitian, Dan Inovasi, 5(2).
Pare, N., Habsy, B. A., & Nursalim, M. (2025). Grounded Theory: Metodologi Penelitian Kualitatif. Inovasi Pendidikan Nusantara, 6(2).
Rozi, F. (2022). Building Public Trust In Islamic School Through Adaptive Curriculum. Jurnal Pendidikan Islam, 8(1), 1–14.
Saputra, Y. I. (2025a). Integrating Business-Level Strategy Concepts In Strategic Management To Strengthen Quality In Islamic Boarding Schools. Journal Of Education Management And Policy, 1(3), 140–152.
Saputra, Y. I. (2025b). Peran Kepemimpinan Etis Dalam Meningkatkan Kualitas Sumber Daya Manusia. Jiip-Jurnal Ilmiah Ilmu Pendidikan, 8(2), 1690–1697.
Saputra, Y. I., Rohman, M. K., Kamil, M., Abrar, M. T., Holidi, M., Muhlas, M., & Mudarris, B. (2025). Strategi Manajemen Pendidikan Islam Di Era Society 5.0: Integrasi Nilai Spiritual Dan Inovasi Digital. Jurnal Manajemen Dan Ilmu Administrasi, 1(3), 236–246.
Sugiono. (2020). Pembuatan Konten Tulisan Positif Di Media Sosial Sebagai Komunikasi Preventif Dan Kontribusi Mahasiswa Dalam Menangkal Hoax. Budimas : Jurnal Pengabdian Masyarakat, 2(2). Https://Doi.Org/10.29040/Budimas.V2i2.1420
Wahid, A. T., Sadiyah, A. F., Rosa, A., Tsanya, A. Z., Fitriana, A. A., & Kazandra, B. (2025). Peran Hubungan Masyarakat Dalam Membangun School Branding Di Satuan Lembaga Pendidikan. Proceedings Series Of Educational Studies.
Wardhani, S. P., Bedi, F., & Fitri, T. A. (2024). Manajemen Pendidikan Islam Dalam Era Digital: Strategi Kurikulum Berbasis Nilai Islam Untuk Menghadapi Tantangan Globalisasi. Al-Idarah: Jurnal Kependidikan Islam, 14(2), 164–175.
