ANALISIS STRATEGI BRANDING DENGAN PENGGUNAAN SLOGAN “MONDOK AJA” DALAM MEMBANGUN CITRA PONDOK PESANTREN DARUL FALAH PONOROGO

Khoirunnisa, Fitria (2025) ANALISIS STRATEGI BRANDING DENGAN PENGGUNAAN SLOGAN “MONDOK AJA” DALAM MEMBANGUN CITRA PONDOK PESANTREN DARUL FALAH PONOROGO. S1 thesis, Universitas Muhammadiyah Ponorogo.

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Abstract

Competition among educational institutions, including Islamic boarding schools,
has become increasingly intense year after year, necessitating the implementation
of effective branding strategies to build a positive image and attract prospective
students. This study examines the branding strategy of Pondok Pesantren Darul
Falah Ponorogo through the use of the slogan “Mondok Aja,” which serves as the
institution's primary identity and communication tool in shaping public perception.
Using a descriptive qualitative approach, this study employs in-depth interviews,
observations, and documentation, and draws on Sisco van Gelder's branding
theory, which encompasses four key elements: brand identity, brand positioning,
brand communication, and brand personality.
The research results show that the slogan “Mondok Aja” has successfully shaped
Darul Falah's image as a religious, friendly, creative, and adaptive Islamic
boarding school. From a brand identity perspective, this slogan reflects the core
values of the boarding school, “Pious, Creative, Global,” which are consistently
implemented in various flagship programs, such as orchestra classes, a cashless
system, and “1 student 1 tablet.” From a brand positioning perspective, “Mondok
Aja” positions Darul Falah as a modern boarding school that distinguishes itself
from traditional boarding schools by showcasing visuals of active, creative, and
tech-savvy students. In terms of brand personality, the boarding school conveys a
light-hearted and friendly impression through the use of casual language and a
family-oriented approach to care, thereby changing the perception that boarding
schools are rigid institutions. In terms of brand communication, the boarding
school consistently disseminates the slogan through social media, billboards, and
the student guardian app, thereby reaching a wide audience and fostering two-way
interaction with the community.
This study confirms that branding with a simple yet meaningful slogan can be an
effective strategy in shaping a positive and relevant image of Islamic boarding
schools. This strategy not only increases the number of students but also
strengthens Darul Falah's position as an Islamic educational institution that is
ready to compete in the modern era without losing its Islamic identity.

Item Type:	Thesis (S1)
Uncontrolled Keywords:	branding, slogan, Mondok Saja, brand identity, Islamic boarding school
Subjects:	L Education > L Education (General)
Divisions:	Faculty of Social Science and Political Science > Department of Communication Science
Depositing User:	Fitria Khoirunnisa
Date Deposited:	12 Sep 2025 01:40
Last Modified:	28 Oct 2025 06:10
URI:	https://eprints.umpo.ac.id/id/eprint/18205

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