Abstract
Diniyyah Puteri Boarding School its a first female boarding school in Southeast Asia established in 1923. The present study was conducted to identify the public understanding which related to establishment od exclusive image with Diniyyah Puteri in implementing the religious character. In addition, it aims to recognize the exclusive image strategy of Diniyyah Puteri Boarding School and to understand the differentiation of implementing the religious character in Diniyyah Puteri Boarding School, Padang Panjang.The research method used was qualitative method with case study. The data collected by multiple technique, namely interview, observation, and literature review. Symbolic interaction theory and exclusive image concept become the theory basis to compose the research result. The result of research founded a particular processing of establishment of exclusive image on Diniyyah Puteri, Padang Panjang. In its process of image establishment, strategy of Diniyyah Puteri Padang Panjang is to use the difference approach between internal and external publics. In the end, its exclusive image applied and implemented in religious character education with the expected output as the student who has the main character, namely devout and good moral, strong and tough as Mujahid God, intelligent and skilled as God’s steward.
Highlights
Diniyyah Puteri merupakan boarding school khusus wanita pertama di Asia Tenggara yang berdiri pada tahun 1923
identify the public understanding which related to establishment od exclusive image with Diniyyah Puteri
The data collected by multiple technique
Summary
Berdasarkan hasil yang didapat, dalam menjalankan strategi image eksklusif Islamic Boarding School di Diniyyah Puteri, melibatkan dua pihak, yaitu public internal dan eksternal. Pemahaman publik internal mengenai strategi image eksklusif dianggap hal yang wajar dilakukan pihak manajemen, karena eksklusif yang santri dapatkan tidak melulu biaya pendidikan yang mahal, namun sebanding dengan fasilitas dan layanan yang mereka dapatkan. Baik masyarakat luas atau calon santri dan orang tau calon santri menganggap terciptanya nuansa eksklusif merupakan hal yang wajar, melihat program pendidikan yang diberikan pihak sekolah hingga keberhasilan alumni yang dianggap masyarakat luas sebagai salah satu hasil pendidikan di Diniyyah Puteri. Strategi yang dijalankan pihak manajemen untuk publik eksternal dilakukan dengan cara terjun ke lapangan untuk mempromosikan keunggulan Diniyyah Puteri kepada calon santri dan calon orang tua santri, lalu memanfatkan media sosial untuk menyampaikan informasi terkait Diniyyah Puteri, dan memanfaatkan kekuatan alumni yang bisa membantu promosi secara tidak langsung. Keberhasilan strategi image eksklusif ini akan terlihat apakah sesuai dengan pendidikan karakter yang dijalankan pihak manajemen. Puteri menjadi salah satu tolak ukurnya, apakah santri bisa lebih menonjolkan akhlak yang baik yang berpengaruh pada pembentukan sikap santri
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