SCHOOL BRANDING STRATEGY DALAM MENGEMBANGKAN CITRA LEMBAGA PENDIDIKAN DAN DAYA TARIK CALON SISWA DI MADRASAH ALIYAH NEGERI LUMAJANG

permadi, galih (2026) SCHOOL BRANDING STRATEGY DALAM MENGEMBANGKAN CITRA LEMBAGA PENDIDIKAN DAN DAYA TARIK CALON SISWA DI MADRASAH ALIYAH NEGERI LUMAJANG. Doctoral thesis, UIN KHAS JEMBER.

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Abstract

ABSTRAK
Galih Permadi. 2026. School Branding Strategy Dalam Mengembangkan Citra
Lembaga Pendidikan Dan Daya Tarik Calon Siswa di Madrasah Aliyah
Negeri Lumajang. Program Studi Manajemen Pendidikan Agama Islam
Program Doktor Pascasarjana Universitas Islam Negeri KH. Achmad Siddiq
Jember. Promotor: Prof. Dr. H. Moh. Khusnuridlo, M.Pd., Co-Promotor: dan
Dr. H. Ainur Rafik, M.Ag.
Kata Kunci: School Branding, Citra Lembaga Pendidikan, Daya Tarik Calon Siswa
Di tengah persaingan pendidikan yang kian ketat, madrasah negeri menghadapi
tantangan ganda: harus mampu menarik minat masyarakat sekaligus mempertahankan
identitas keislaman. Madrasah Aliyah Negeri (MAN) Lumajang sebagai satu-satunya
madrasah aliyah negeri di Kabupaten Lumajang berhasil menunjukkan fenomena
menarik, yakni peningkatan jumlah siswa sebesar 11,8% dalam empat tahun terakhir
tanpa meninggalkan nilai-nilai tahfidz, Furudul ‘Ainiyah, dan pembiasaan ibadah.
Kontradiksi antara logika pasar dan logika dakwah inilah yang menjadi titik tolak
penelitian ini.
Fokus penelitian ini diarahkan untuk mengungkap bagaimana persepsi
pemangku kepentingan serta kebijakan internal madrasah terhadap strategi school
branding, bagaimana implementasi strategi tersebut dijalankan, serta sejauh mana
dampaknya terhadap citra lembaga pendidikan dan daya tarik calon siswa. Dengan
pendekatan kualitatif studi kasus, data dikumpulkan melalui wawancara mendalam,
observasi partisipatif, dan kajian dokumen. Analisis mengikuti model Miles,
Huberman, dan Saldana, sementara keabsahan data dijamin dengan triangulasi sumber,
teknik, waktu, dan teori.
Dari penelitian ini ditemukan bahwa MAN Lumajang tidak memandang school
branding sekadar sebagai alat promosi, melainkan sebagai strategi holistik yang
melibatkan seluruh pemangku kepentingan: kepala madrasah, guru, siswa, alumni, dan
orang tua. Implementasinya berjalan melalui dua jalur utama—penguatan program
unggulan (MA Plus Keterampilan, robotik, olimpiade sains, tahfidz, Furudul ‘Ainiyah)
dan komunikasi multikanal (media sosial, website, media lokal, word of mouth) yang
didukung oleh bukti prestasi nyata serta keterlibatan alumni sebagai duta merek.
Hasilnya, citra madrasah bertransformasi dari stereotip tradisional menuju
lembaga yang modern, progresif, dan tetap religius. Jumlah siswa meningkat
konsisten, loyalitas orang tua terbangun lintas generasi, dan MAN Lumajang berhasil
menciptakan niche market unik sebagai sintesis antara SMA favorit (unggul akademik)
dan pesantren modern (kuat religius). Keberhasilan ini bertumpu pada diferensiasi
integratif, keaslian nilai keislaman, serta sinergi seluruh stakeholder sebagai brand
ambassador.
vii
ABSTRACT
Galih Permadi. 2026. School Branding Strategy in Developing Educational Institution
Image and Student Attractiveness at Madrasah Aliyah Negeri Lumajang.
Study Program of Islamic Education Management, Doctoral Program,
Postgraduate School, Universitas Islam Negeri Kiai Haji Achmad Siddiq
Jember. Promoter: Prof. Dr. H. Moh. Khusnuridlo, M.Pd., Co-Promoter: Dr.
H. Ainur Rafik, M.Ag.
Keywords: School Branding, Institutional Image, Student Attractiveness
In the midst of increasingly fierce competition in education, public Islamic
schools face a dual challenge: they must be able to attract public interest while
maintaining their Islamic identity. Madrasah Aliyah Negeri (MAN) Lumajang, as the
only public Islamic senior high school in Lumajang Regency, has demonstrated a
remarkable phenomenon, an 11.8% increase in student enrollment over the past four
years without abandoning the values of tahfidz, Furudul ‘Ainiyah, and daily worship
practices. This contradiction between market logic and dakwah logic serves as the
starting point of this research.
This study focuses on revealing how stakeholder perceptions and internal
madrasah policies shape school branding strategies, how these strategies are
implemented, and to what extent they impact institutional image and student
attractiveness. Employing a qualitative case study approach, data were collected
through in-depth interviews, participatory observation, and document review. Data
analysis followed the Miles, Huberman, and Saldana model, while validity was
ensured through source, technique, time, and theory triangulation.
The findings reveal that MAN Lumajang does not view school branding merely
as a promotional tool, but rather as a holistic strategy involving all stakeholders:
principals, teachers, students, alumni, and parents. Implementation proceeds through
two main channels—strengthening flagship programs (MA Plus Skills, robotics,
science olympiads, tahfidz, Furudul ‘Ainiyah) and multi-channel communication
(social media, website, local media, word of mouth) supported by tangible evidence of
achievements and alumni involvement as brand ambassadors.
As a result, the madrasah's image has transformed from traditional stereotypes
toward a modern, progressive, and still religious institution. Student enrollment has
consistently increased, intergenerational parental loyalty has been established, and
MAN Lumajang has succeeded in creating a unique niche market as a synthesis
between favorite public high schools (academic excellence) and modern Islamic
boarding schools (strong religious character). This success rests on integrative
differentiation, the authenticity of Islamic values, and the synergy of all stakeholders
as brand ambassadors.

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