Abstract
This study aims to determine the branding strategy at MTsN Purbalingga Regency and to determine the level of effectiveness of branding management strategies at MTsN Purbalingga Regency in 2018 to 2020. This study uses a qualitative descriptive method. This method is used to describe and analyze branding management strategies at MTsN in Purbalingga Regency and describe user responses to branding management strategies at MTsN Purbalingga Regency. The places chosen to conduct the research were MTsN 01 Purbalingga, MTsN 02 Purbalingga, and MTsN 03 Purbalingga. Informants from this research are principals, teachers, staff, and students. Then to select and determine the informants in this study, the researchers used a purposive sampling technique. Data collection techniques in this research are using content/document analysis techniques, in-depth interviews, and events/observations. The method used to check the validity of the data is the triangulation method. The data analysis technique used in this research is interactive model analysis. The stages in analyzing the data in this study are data reduction, data presentation, and conclusion drawing. The results showed that: 1). the branding strategies that have been carried out by MTsN in Purbalingga Regency between one MTsN and other MTsN are the same and some are different, this of course depends on the branding management carried out by each school. MTsN 1 Purbalingga, namely by improving the quality both in terms of achievement and non-academic namely character building, MTs Negeri 2 Purbalingga emphasizes efforts to attract interest in terms of performance and community service, while MTs Negeri 3 Purbalingga in an effort to attract interest by achieving good academic achievements and non-academic and performance services for both teachers and employees; 2). The effectiveness of the branding strategy carried out at MTs Negeri Purbalingga Regency in 2018 to 2020 is quite effective in increasing public trust.
Highlights
Strategi baranding di Madrasah Tsnawiyah Negeri (MTsN) 2 Purbalingga Hasil wawancara dengan Kepala MTs Negeri 2 Purbalingga bapak Sangidurohman, menyatakan bahwa strategi yang digunakan untuk meningkatkan branding Madarsah adalah dengan melaksanakan Try out MI/SD dari hasil/nilai rengking 1.2.3 langsung diterima, menerapkan kedisiplinan semua civitas Madrasah (Guru, pegawai dan siswa) dan Lulus Madrsah hafal Asmaul khusna, hafal jus 30 dan doa-doa harian (Wawancara tanggal 08 Maret 2021)
Strategi Membangun Brand Image Dalam Meningkatakan Daya Saing Lembaga Pendidikan Man 2 Ponorogo
Summary
Simpulan dari beberapa pendapat ahli di atas, merek atau branding adalah sesuatu yang khas, yang dijadikan identitas suatu lembaga sebagai pengenal agar mudah dikenali oleh masyarakat. Para pelaku lembaga pendidikan perlu memperhatikan citra madrasah, sebab branding adalah produk yang penting sebagai poin agar produk dan kualitas sekolah senantiasa diingat, dipercaya, dan dipilih oleh konsumen atau masyarakat dalam jangka waktu yang lama. Falsafah yang harus diimplementasikan oleh manajer lembaga pendidikan Islam adalah falsafah penjual.Sebagai penjual yang baik ada sikap-sikap tertentu yang ditampilkan keada para pembeli, antara lain; (1) Berusaha memberikan pelayanan dengan cepat dan tepat, berusaha bersikap ramah, (3) Berusaha mematok harga yang bersaing, (4) Berusaha mengibur pembeli, (5) Berusaha bersikap jujur, dan (6) Berusaha mampu menahan diri dari perasaan kecewa jika ada pembeli yang bersikap kurang menyenangkan (Qomar, 2007). Dengan demikian manajemen layanan sangat perlu diperhatikan oleh lembaga pendidikan Islam, karena akan dapat meningkatkan kepercayaan masyarakat terhadap madrasah, sehingga dengan peningkatan kepercayaan tersebut akan dapat meningkatkan mutu pendidikan lembaga
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