STRATEGI KEPALA SEKOLAH DALAM MEMBANGUN BRAND IMAGE SEKOLAH UNTUK MENINGKATKAN DAYA SAING DI SDIT THARIQ BIN ZIYAD KOTA BEKASI

Mukhlisha, Adinda Siti (2025) STRATEGI KEPALA SEKOLAH DALAM MEMBANGUN BRAND IMAGE SEKOLAH UNTUK MENINGKATKAN DAYA SAING DI SDIT THARIQ BIN ZIYAD KOTA BEKASI. Magister (S2) thesis, Universitas Islam 45 Bekasi.

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Abstract

ABSTRACT
THE PRINCIPAL'S STRATEGY IN BUILDING SCHOOL BRAND IMAGE TO IMPROVE COMPETITIVENESS AT
SDIT THARIQ BIN ZIYAD BEKASI CITY

Adinda Siti Mukhlisha
Islamic Education Master’s Study Program
Ichadinsa@gmail.com

The objective of this study is to examine the principal's strategy in building brand image and increasing competitiveness at SDIT Thariq Bin Ziyad Bekasi City, as well as to ascertain the perceptions of the school's brand image held by key stakeholders. The objective of this study is to evaluate the efficacy of branding strategies within the context of integrated Islamic education and to identify the principal factors that contribute to the formation of a positive image of the school.

The research results is descriptive qualitative approach was employed in order to collect data through in-depth interviews with a number of key informants, including the school principals, teaching staff, parents, neighborhood, education department and former students. The data were analysed using reduction datas and categorisation methods in order to identify patterns and key themes in the branding strategies and stakeholder perceptions. The findings revealed that the primary strategy employed is the 'A3B' (Akhlak, Al-Qur'an, Akademik, Bahasa) approach, which serves as the cornerstone for all school activities. This concept represents the primary means by which SDIT Thariq Bin Ziyad distinguishes itself within the broader educational landscape of Bekasi City. Other strategies implemented include the utilisation of technology in learning, the development of teacher competence through continuous training, regular evaluation to maintain the quality of education, and the active involvement of parents in the education process.

The perceptions of the stakeholders in relation to the brand image of SDIT Thariq Bin Ziyad are, for the most part, positive. The majority of respondents rated the school as excellent in the application of Islamic values, character development programmes and academic achievement. These advantages contribute significantly to the school's attractiveness to prospective students and parents.

Keywords: Principal Srategy, Brand Image, Competitiveness.

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