Branding Strategies for Increasing Public Confidence in Islamic Boarding Schools

Abstract

Educational institutions are currently required to implement educational innovations and strategies to attract the interest of the wider community, as are Islamic boarding schools and educational institutions. Islamic boarding schools need to implement strategies to differentiate themselves from their competitors. This research aims to examine the branding strategies carried out by Islamic boarding schools. This study uses qualitative descriptive research. Data were collected using library research and interviews with the selection of informants using purposive sampling. The results of this research indicate that the Shuffah Hizbullah Islamic boarding School Madrasah Al-Fatah Lampung and the Annida Modern Islamic boarding school have implemented a branding strategy to differentiate it from other Islamic boarding schools to attract the interest of potential consumers and the wider community. The strategy carried out by Islamic boarding schools is digital marketing through social media. The branding strategy applied by the Shuffah Hizbullah Islamic boarding school and the Madrasah Al-Fatah Lampung is “Kampung Wahyu (revelation village)”, namely a boarding school in the middle of an Islamic village. While the branding applied by the Annida modern Islamic boarding school is a modern Islamic boarding school, which combines two models of educational institutions in Indonesia. Annida has the personal branding of a Kyai or mudir (director) or boarding school leader, which makes it easier for people to recognize the Islamic boarding school. The branding strategy implemented by Islamic boarding schools is quite effective in attracting the trust of parents and prospective students.
 Keywords: branding, public trust, Islamic boarding school