Fia Sofiatin, 2026, The Implementation of School Branding in Enhancing School Competitiveness at SMP IT Nurul Hikmah Tanjung Jabung Timur Jambi. Thesis. Postgraduate Program, University of Ponorogo. Advisor (1) Dr. Nuraini, M.Pd.I., Advisor (2) Dr. Muh. Tajab, M.A
This research is driven by the increasingly intense competition among educational institutions in the era of globalization, which demands schools to possess a competitive advantage to remain attractive to the public. SMP Islam Terpadu Nurul Hikmah in Tanjung Jabung Timur Regency strives to address these challenges through a school branding strategy to build a positive image and a unique identity that distinguishes it from other schools. The implementation is examined through an integrated four-pillar strategy model, namely the internalization of Islamic character as a culture of quality, curriculum differentiation and flagship programs, the modernization of digital-based governance and services, and strategic partnerships with social impact. The primary focus of this study is to analyze how the implementation of school branding is carried out, as well as the supporting and inhibiting factors involved in enhancing the school's competitiveness.
The research method employed is qualitative descriptive, with data collection techniques including observation, in-depth interviews, and documentation. This study focuses on the role of school management, including the principal and teachers, in designing flagship programs such as daily worship habits, literacy strengthening, and academic and non-academic achievements as the school's visual and verbal identity. The analysis centers on the four main pillars, namely the internalization of Islamic character, curriculum differentiation and flagship programs, the modernization of governance and digital media, and strategic partnerships and community social impact. Communication strategies through digital media also play a vital role in increasing brand awareness among the broader community.
The results of the study are expected to show that the consistent implementation of school branding through these four pillars has significant implications for increasing competitiveness and public trust, ranging from greater market trust, a stronger track record of achievement, and the formation of brand association, to growing community loyalty. The advantages of the integrated Islamic curriculum and the quality of educational services are key factors in building stakeholder loyalty. This thesis is expected to serve as a reference for managers of Islamic educational institutions in formulating effective and sustainable educational marketing strategies.
Keywords: Four Pillars of School Branding, Competitive Advantage, Islamic Education Management.