PENGGUNAAN PROGRAM UNGGULAN KEAGAMAAN DALAM STRATEGI PENCITRAAN MEREK SEKOLAH ISLAM MODERN
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Abstract
This study aims to analyze how the concept of branding is applied in the context of modern Islamic educational institutions and how religious excellence programs contribute to building the school’s image and strengthening public trust. Branding in modern Islamic schools is not merely a promotional tool but a strategic effort to reflect Islamic values integrated with scientific and technological advancement. Programs such as Qur’an memorization (Tahfizh), bilingual education, and Islamic character development serve as distinguishing features that define the identity of modern Islamic schools. The findings indicate that the effectiveness of religious programs significantly influences public interest and parental trust in these institutions. The success of branding in modern Islamic education is determined by the consistency between claimed values, professional program implementation, and tangible results in shaping students’ character. Therefore, modern Islamic schools successfully integrate spirituality, intellectuality, and modernity, making them trusted and preferred institutions within society.
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This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
References
Abubakar, A. (2019). Pengembangan Pendidikan Agama Islam (Pai) Pada Kurikulum SMP Islam Terpadu Al Fahmi Palu. Al-Qalam, 25(1), 119. https://doi.org/10.31969/alq.v25i1.697
Ahmed, M., & Jan, M. T. (2015). An Extension of Aaker’s Brand Personality Model From Islamic Perspective: A Conceptual Study. Journal of Islamic Marketing, 6(3), 388–405. https://doi.org/10.1108/jima-10-2014-0068
Ainah, N., Basuki, D. D., & Budianto, B. (2025). Implementasi Metode Tahdhir Itqon Robth Dalam Pembelajaran Tafhizh Al-Qur’an Pada Sekolah Dasar Islam Di Karawang. Al-Madrasah Jurnal Pendidikan Madrasah Ibtidaiyah, 9(1), 171. https://doi.org/10.35931/am.v9i1.4279
Al‐Nashmi, M. M., & Almamary, A. A. (2017). The Relationship Between Islamic Marketing Ethics and Brand Credibility. Journal of Islamic Marketing, 8(2), 261–288. https://doi.org/10.1108/jima-03-2015-0024
Alserhan, B. A. (2010). On Islamic Branding: Brands as Good Deeds. Journal of Islamic Marketing, 1(2), 101–106. https://doi.org/10.1108/17590831011055842
Anam, R. K. (2025). Sociology of Ereignis: A New Ontological Foundation for Prophetic Social Science. Jurnal Sosiologi Reflektif, 20(1), 31-62. https://doi.org/10.14421/k30v0343
Cahyanto, I., Wasliman, I., Fahruroji, & Sauri, S. (2022). Public Relations Planning in Building a Private University Branding During the Covid-19 Pandemic (A Case Study at Universitas Swadaya Gunung Jati Cirebon). International Journal of Humanities Education and Social Sciences (Ijhess), 1(4). https://doi.org/10.55227/ijhess.v1i4.92
Chairiawaty, C., & Zakiah, K. (2020). Branding Identity as Da’wah Strategy: Islamic Business Ethics. Ilmu Dakwah Academic Journal for Homiletic Studies, 14(2), 259–274. https://doi.org/10.15575/idajhs.v14i2.10595
Hannan, S., Piramita, S., & Purba, J. H. V. (2023). A Digital Marketing Strategy Using Social Media Marketing to Increase Consumer Purchase Decisions Mediated by Brand Perception. Jurnal Aplikasi Manajemen, 21(3). https://doi.org/10.21776/ub.jam.2023.021.03.18
JUHRI, J. (2023). Manajemen Pembelajaran Tahfidz Al-Qur’an (Studi Kasus Pada Sd Islam Athirah Racing Centre). Cendekia Jurnal Ilmu Pengetahuan, 3(4), 202–210. https://doi.org/10.51878/cendekia.v3i4.2579
Kurniawan, H., Arifin, S., & Mulyono, M. (2024). Implementation of Total Quality Management (TQM): Optimizing School Branding Strategy in Urban Islamic Schools. Al-Ishlah Jurnal Pendidikan, 16(4), 5127–5139. https://doi.org/10.35445/alishlah.v16i4.6182
Mourad, M., Ennew, C., & Kortam, W. (2011). Brand Equity in Higher Education. Marketing Intelligence & Planning, 29(4), 403–420. https://doi.org/10.1108/02634501111138563
Mukhtār, M. (2017). Pemasaran Dan Upaya Dalam Mempengaruhi Harapan Stakeholder Dalam Lembaga Pendidikan Islam. Tarbawi Jurnal Pendidikan Islam, 14(2). https://doi.org/10.34001/tarbawi.v14i2.621
Pamuji, Z. (2024). Implementation of Religious Culture to Develop Children’s Character in Early Childhood Education. Jpud - Jurnal Pendidikan Usia Dini. https://doi.org/10.21009/jpud.181.06
Pratiwi, S. Y., & Usriyah, L. (2020). Implementasi Pendidikan Profetik Dalam Membentuk Karakter Peserta Didik Di Sekolah Dasar Al-Baitul Amien Jember. Educare Journal of Primary Education, 1(3), 243–264. https://doi.org/10.35719/educare.v1i3.40
Riswanto, R. (2025). Strategi Pemasaran Digital Dalam Meningkatkan School Branding Di Lembaga Pendidikan Swasta. Sanskara Manajemen Dan Bisnis, 3(03), 172–185. https://doi.org/10.58812/smb.v3i03.583
Rizqi, N., Basir, A., Shalihah, S., Mubarak, H., & Syahbudin, A. (2023). Efektivitas Metode Muraja’ah Hafalan Alquran Siswa Pada SD Islam Terpadu Al Khair Barabai Kalimantan Selatan. Al Qalam Jurnal Ilmiah Keagamaan Dan Kemasyarakatan, 17(6), 4484. https://doi.org/10.35931/aq.v17i6.2145
Singkheeprapha, P., Jumani, Z. A., & Sukhabot, S. (2021). Is Islamic Brand Attitudes Influence Thai Muslims’ Buying Behavioural Intentions: A Quantitative Analysis Using Smart-PLS. Journal of Islamic Marketing, 13(11), 2403–2420. https://doi.org/10.1108/jima-08-2020-0252
Song, B. L., Lee, K. L., Liew, C. Y., & Subramaniam, M. (2023). The Role of Social Media Engagement in Building Relationship Quality and Brand Performance in Higher Education Marketing. International Journal of Educational Management, 37(2), 417–430. https://doi.org/10.1108/ijem-08-2022-0315
Yusuf, M., Afrizal, A., & Alfiandi, B. (2022). Meta Analisis Studi Kelas Menengah Muslim Di Indonesia. Indonesian Journal of Religion and Society, 4(1), 1–16. https://doi.org/10.36256/ijrs.v4i1.238
Zulfikasari, S., Malarsih, M., Arfriandi, A., & Mukhlas, M. (2025). Penguatan Kompetensi Guru Dalam Pemanfaatan Teknologi Informasi Dan Komunikasi (TIK) Untuk Branding Dan Promosi Sekolah. I-Com Indonesian Community Journal, 5(1), 513–522. https://doi.org/10.70609/icom.v5i1.6723
Main Article Content
Abstract
This study aims to analyze how the concept of branding is applied in the context of modern Islamic educational institutions and how religious excellence programs contribute to building the school’s image and strengthening public trust. Branding in modern Islamic schools is not merely a promotional tool but a strategic effort to reflect Islamic values integrated with scientific and technological advancement. Programs such as Qur’an memorization (Tahfizh), bilingual education, and Islamic character development serve as distinguishing features that define the identity of modern Islamic schools. The findings indicate that the effectiveness of religious programs significantly influences public interest and parental trust in these institutions. The success of branding in modern Islamic education is determined by the consistency between claimed values, professional program implementation, and tangible results in shaping students’ character. Therefore, modern Islamic schools successfully integrate spirituality, intellectuality, and modernity, making them trusted and preferred institutions within society.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
References
Abubakar, A. (2019). Pengembangan Pendidikan Agama Islam (Pai) Pada Kurikulum SMP Islam Terpadu Al Fahmi Palu. Al-Qalam, 25(1), 119. https://doi.org/10.31969/alq.v25i1.697
Ahmed, M., & Jan, M. T. (2015). An Extension of Aaker’s Brand Personality Model From Islamic Perspective: A Conceptual Study. Journal of Islamic Marketing, 6(3), 388–405. https://doi.org/10.1108/jima-10-2014-0068
Ainah, N., Basuki, D. D., & Budianto, B. (2025). Implementasi Metode Tahdhir Itqon Robth Dalam Pembelajaran Tafhizh Al-Qur’an Pada Sekolah Dasar Islam Di Karawang. Al-Madrasah Jurnal Pendidikan Madrasah Ibtidaiyah, 9(1), 171. https://doi.org/10.35931/am.v9i1.4279
Al‐Nashmi, M. M., & Almamary, A. A. (2017). The Relationship Between Islamic Marketing Ethics and Brand Credibility. Journal of Islamic Marketing, 8(2), 261–288. https://doi.org/10.1108/jima-03-2015-0024
Alserhan, B. A. (2010). On Islamic Branding: Brands as Good Deeds. Journal of Islamic Marketing, 1(2), 101–106. https://doi.org/10.1108/17590831011055842
Anam, R. K. (2025). Sociology of Ereignis: A New Ontological Foundation for Prophetic Social Science. Jurnal Sosiologi Reflektif, 20(1), 31-62. https://doi.org/10.14421/k30v0343
Cahyanto, I., Wasliman, I., Fahruroji, & Sauri, S. (2022). Public Relations Planning in Building a Private University Branding During the Covid-19 Pandemic (A Case Study at Universitas Swadaya Gunung Jati Cirebon). International Journal of Humanities Education and Social Sciences (Ijhess), 1(4). https://doi.org/10.55227/ijhess.v1i4.92
Chairiawaty, C., & Zakiah, K. (2020). Branding Identity as Da’wah Strategy: Islamic Business Ethics. Ilmu Dakwah Academic Journal for Homiletic Studies, 14(2), 259–274. https://doi.org/10.15575/idajhs.v14i2.10595
Hannan, S., Piramita, S., & Purba, J. H. V. (2023). A Digital Marketing Strategy Using Social Media Marketing to Increase Consumer Purchase Decisions Mediated by Brand Perception. Jurnal Aplikasi Manajemen, 21(3). https://doi.org/10.21776/ub.jam.2023.021.03.18
JUHRI, J. (2023). Manajemen Pembelajaran Tahfidz Al-Qur’an (Studi Kasus Pada Sd Islam Athirah Racing Centre). Cendekia Jurnal Ilmu Pengetahuan, 3(4), 202–210. https://doi.org/10.51878/cendekia.v3i4.2579
Kurniawan, H., Arifin, S., & Mulyono, M. (2024). Implementation of Total Quality Management (TQM): Optimizing School Branding Strategy in Urban Islamic Schools. Al-Ishlah Jurnal Pendidikan, 16(4), 5127–5139. https://doi.org/10.35445/alishlah.v16i4.6182
Mourad, M., Ennew, C., & Kortam, W. (2011). Brand Equity in Higher Education. Marketing Intelligence & Planning, 29(4), 403–420. https://doi.org/10.1108/02634501111138563
Mukhtār, M. (2017). Pemasaran Dan Upaya Dalam Mempengaruhi Harapan Stakeholder Dalam Lembaga Pendidikan Islam. Tarbawi Jurnal Pendidikan Islam, 14(2). https://doi.org/10.34001/tarbawi.v14i2.621
Pamuji, Z. (2024). Implementation of Religious Culture to Develop Children’s Character in Early Childhood Education. Jpud - Jurnal Pendidikan Usia Dini. https://doi.org/10.21009/jpud.181.06
Pratiwi, S. Y., & Usriyah, L. (2020). Implementasi Pendidikan Profetik Dalam Membentuk Karakter Peserta Didik Di Sekolah Dasar Al-Baitul Amien Jember. Educare Journal of Primary Education, 1(3), 243–264. https://doi.org/10.35719/educare.v1i3.40
Riswanto, R. (2025). Strategi Pemasaran Digital Dalam Meningkatkan School Branding Di Lembaga Pendidikan Swasta. Sanskara Manajemen Dan Bisnis, 3(03), 172–185. https://doi.org/10.58812/smb.v3i03.583
Rizqi, N., Basir, A., Shalihah, S., Mubarak, H., & Syahbudin, A. (2023). Efektivitas Metode Muraja’ah Hafalan Alquran Siswa Pada SD Islam Terpadu Al Khair Barabai Kalimantan Selatan. Al Qalam Jurnal Ilmiah Keagamaan Dan Kemasyarakatan, 17(6), 4484. https://doi.org/10.35931/aq.v17i6.2145
Singkheeprapha, P., Jumani, Z. A., & Sukhabot, S. (2021). Is Islamic Brand Attitudes Influence Thai Muslims’ Buying Behavioural Intentions: A Quantitative Analysis Using Smart-PLS. Journal of Islamic Marketing, 13(11), 2403–2420. https://doi.org/10.1108/jima-08-2020-0252
Song, B. L., Lee, K. L., Liew, C. Y., & Subramaniam, M. (2023). The Role of Social Media Engagement in Building Relationship Quality and Brand Performance in Higher Education Marketing. International Journal of Educational Management, 37(2), 417–430. https://doi.org/10.1108/ijem-08-2022-0315
Yusuf, M., Afrizal, A., & Alfiandi, B. (2022). Meta Analisis Studi Kelas Menengah Muslim Di Indonesia. Indonesian Journal of Religion and Society, 4(1), 1–16. https://doi.org/10.36256/ijrs.v4i1.238
Zulfikasari, S., Malarsih, M., Arfriandi, A., & Mukhlas, M. (2025). Penguatan Kompetensi Guru Dalam Pemanfaatan Teknologi Informasi Dan Komunikasi (TIK) Untuk Branding Dan Promosi Sekolah. I-Com Indonesian Community Journal, 5(1), 513–522. https://doi.org/10.70609/icom.v5i1.6723