Nidhomul Haq: Jurnal Manajemen Pendidikan Islam Terakreditasi Ristekdikti: 28/E/KPT/2019 DOI: https://doi.
org/10.
31538/ndh.
E-ISSN: 2503-1481
Hal: 375-391 http://e-journal.
id/index.
php/nidhomulhaq THE ROLE OF STAKEHOLDER IN BUILDING A BRAND IMAGE
AT MADRASAH ALIYAH
Fajri Dwiyama.
Nurhasanah R.
1 Institut Agama Islam Negeri (IAIN) Bone.
Indonesia email: fajridwiyama@gmail.
2 Sekolah Tinggi Agama Islam (STAI) Al-Gazali Bone.
Indonesia email: zhananurhasanah@gmail.
Abstract Brand image is a representation of the overall perception of a brand and is formed from information and knowledge of that brand.
Having a positive brand image for educational institutions in today's global competition is very important.
The existence of a brand image is an alternative in winning the education marketing competition.
A positive brand image is formed from the continuous role of various elements of stakeholders in educational institutions.
Madrasah Aliyah Al-Ikhlas Ujung Bone is one of the private educational institutions established in the pesantren environment, which has a very good brand image.
The indicator appears from the high public interest in these educational Even though they have a brand image, there is no visible role of school residents in building this brand image.
This is the reason behind this research.
The type of research used is qualitative research, data collection methods in the form of observation, interviews and Data analysis techniques are data reduction, data display, and drawing conclusions.
The results of the study were related to the role of school members in building image bran, namely: .
the characteristics of the brand image in Madrasah Aliyah Al-Ikhlas Ujung Bone, namely the existence of a strong image of the maker, the image of the user and the image of production.
the role of school members in building brand image, namely forming perceptions, maintaining perceptions, and changing perceptions.
Keywords: Stakeholder Madrasah.
Brand Image Institution.
Perception of Stakeholder.
Abstrak Brand image merupakan representasi dari keseluruhan persepsi terhadap merek dan dibentuk dari informasi dan pengetahuan terhadap merek itu.
Memiliki sebuah brand image yang positif bagi lembaga pendidikan dalam persaingan global saat ini sangatlah penting.
Keberadaan brand image menjadi suatu alternatif dalam memenangkan persaingan pemasaran pendidikan.
Brand image positif terbentuk dari peran berbagai unsur pemangku kepentingan pada lembaga pendidikan secara terus-menerus.
Madrasah Aliyah Al-Ikhlas Ujung Bone merupakan salah satu lembaga pendidikan berstatus swasta berdiri dilingkungan pesantren, yang memiliki brand image sangat baik.
Indikator nampak dari tingginya minat masyarakat terhadap lembaga pendidikan tersebut.
Meski memilki brand image namun belum nampak peran warga sekolah dalam membangun brand image tersebut.
Inilah yang melatarbelakangi dilakukannya penelitian ini.
Adapun Jenis penelitian yang digunakan yakni penelitian kualitatif, metode pengumpulan data berupa observasi, wawancara dan dokumentasi.
Teknik Analisis data yaitu reduksi data, display data, dan penarikan Hasil penelitian menganai peran warga sekolah dalam membangun bran image yaitu: .
karakteristik brand image di Madrsah Aliyah Al-Ikhlas Ujung Bone yaitu adanya citra pembuat, citra pemakai dan citra produksi yang kuat.
peran warga sekolah dalam membangun brand image yaitu membentuk persepsi, memelihara persepsi, dan mengubah persepsi.
Kata Kunci: Warga Madrasah/Sekolah.
Citra Merek Lembaga.
Persepsi Warga Madrasah.
INTODUCTION
(Akhyadi & Mulyono, 2019.
R & Ummah.
The government's efforts to continue to Indonesia Suwadi, 2.
One of the major steps in improving education is the provision of broad educational autonomy for schools, by Nidhomul Haq.
Vol 5 No 3.
Tahun 2020 implementing school-based management The public looks more at an educational (Sharma et al.
, 2013.
Suwadi, 2.
School- based management should provide flexibility educational services (Alfiyanto, 2.
If you to educational institutions to manage and regulate many things related to school policy activities p Education, considering product Empowerment of schools through the services can not be seen and felt before provision of greater autonomy is intended so that schools are able to independently cannot know the quality of an educational improve the quality of education, carry out service product before consuming it by efficiency in institutional management, and buying it directly(Plungpongpan et al.
create equitable education in this country If an educational institution is unable (Asyari et al.
, 2018.
Muhammadi et al.
to market educational services, because consumers feel less confident about the The (Ismail, a corporate that to enjoy Consumers services offered, the production of the institutions which are now autonomous has services marketed will not be bought (S.
Alwi et al.
, 2019.
Alwi & Kitchen.
Educational institutions are not only required to improve the quality of institutional management, but This has an impact on the existence of also be able to market their own educational educational institutions in the community, products (DWIYAMA, 2.
Even though where the life of the institution depends on the implementation of education looks uniform, on the one hand there have been (Ahmad.
Facing institutions, especially in attracting new service marketing, a strategy is needed to student candidates, and the public in participating and collaborating on the a positive brand educational activities carried out.
There is no institutions in today's global competition is very important.
The existence of a brand consciously or unconsciously, has opened image is an alternative in winning the education marketing competition (Schwab, educational institutions of an equal degree image for Having (Chen & Chen, 2014.
Plumeyer et al.
, 2.
Fajri Dwiyama & Nurhasanah R Nidhomul Haq.
Vol 5 No 3.
Tahun 2020 Hermawan (Kartajaya, 2.
, one of the school community in building the brand marketing experts, revealed that all steps image is fairly unremarkable, routine school taken towards the product are actually part community as well as other educational of the effort to build a brand.
A brand is not This just a name, not just a logo or symbol, but a author's interest to conduct further research brand is an umbrella that represents a on the efforts made by school residents in product or service of a product or building a positive brand image, especially at Brand is a reflection of the value MA Al-Ikhlas Ujung Bone.
The purpose of provided to customers.
This reflection of this study was to determine: .
the value then attracts customers to consume a characteristics of the brand image at MA Al- service offered, in this case educational Ikhlas Ujung Bone, .
The role of the services(Plumeyer et al.
, 2.
school community in building a brand From the above statement, it can be that brand image greatly influences people's views on the good and image at Madarasah Aliyah (MA) Al-Ikhlas Ujung Bone.
LITERATURE REVIEW
bad of an educational institution, which then The discussion presented in this study is influences them to participate in that an explanation that describes the role of educational institution.
Facts in the field, school members in building a brand image at especially in Bone Regency, show that there MA Al-Ikhlas Ujung Bone.
The subject are still many educational institutions that matter to be studied is related to the results have less awareness to build a positive brand of research that have been carried out by image so that most educational institutions several previous researchers, therefore the are not ready to face educational marketing researcher reveals several research results that are considered to have a relationship The election of Madarasah Aliyah (MA) with this research, both research results in Al-Ikhlas Ujung Bone is based on the fact the form of a thesis, and research results in that this institution is one of the private the form of other scientific papers.
educational institutions in the pesantren Research conducted by Yulia Rukmana environment, which has a very good brand in 2016 with the research title "Strategy to The indicator can be seen from the Build high public interest in these educational Competitiveness of Educational Institutions (Multi Based o bservasi Case Study in SMAN 3 Malang and SMA conducted research on the role of the Nurul Jadid Paiton Probolingg.
The research Brand Image in Increasing Fajri Dwiyama & Nurhasanah R Nidhomul Haq.
Vol 5 No 3.
Tahun 2020 objective was to determine the factors of that will be carried out by the author focuses brand image formation, the steps for school on the role of school members in building strategies to build a brand image in brand image.
In addition, different research increasing competitiveness, and the impact locations allow different research results to of forming a brand image in increasing be obtained.
The results of his research Furthermore, the research conducted by show that: .
the factors forming the Ahmad Elly Wibowo in 2018 with the title school's brand image include institutional " Strategies to Build a Brand Image in Increasing accreditation.
ISO, student the Competitiveness of Educational Institutions achievement, quality of graduates, school MAN 2 Ponorogo ".
The research aims to analyze the strategy of building brand image .
L steps for school strategies to build brand image in enhancing the competitiveness of the school include Ponorogo, analyzing the factors forming accreditation .
ISO , make MAN k egiatan featured for , strengthening ties of competitiveness of educational institutions .
The impact of forming a brand image in increasing the competitiveness of implications of building a brand image schools, namely: the quality of service for image in increasing the competitiveness of teachers and employees is better, interest in educational institutions MAN 2 Ponorogo entering the community increases, students The research results are: .
MAN 2 have good character, high public trust.
Ponorogo builds a brand image in increasing offers of scholarships abroad, and many the competitiveness of the institution educational institutions conduct studies through three strategies, namely positioning, appeal (RUKMANA, 2.
differenting, and branding.
the factors of MAN Ponorogo.
The relevance of the research that will building brand image in increasing the be carried out on the research that has been competitiveness of MAN 2 Ponorogo done by Yulia Rukmana's sister lies in the institutions are: institutional accreditation, problem of brand image as the object of student behavior, achievement, quality of While the difference is that Yulia graduates, excellent school activities, and Rukmana focuses her research on increasing alumni relations.
The implications of the competitiveness of institutions by forming a brand image in increasing school building a brand image, while the research competitiveness, namely: .
the quality of Fajri Dwiyama & Nurhasanah R Nidhomul Haq.
Vol 5 No 3.
Tahun 2020 service for teachers and employees is better, institutions while remaining based on the .
interest in entering the community National Education Standards (Roziqin & towards schools increases, .
students Rozaq, 2.
have good character , .
high community trust in schools (Wibowo, 2.
Research conducted by Zainur Rozikin and Hefny Rozak about brand image in Furthermore, the research results of Mandrasah Aliyah Jadid Paiton Probolinggo Zainur Roziqin and Hefny Rozaq in 2018 has a strong relevance to the research that with the title " Initiating Competitive Advantage will be conducted by the author.
The Through Branding Image at Madrasah Aliyah relevance lies in the similarity of one of the Nurul Probolinggo".
The research variables, namely the brending conclusion of the research results is that image, where Zainur and Hefny have building a branding image of an institution described the importance of building a is very important to provide a positive brending image in educational institutions, perception of the community and users of which is also the author's goal to further investigate this matter.
The difference is that Of course, in building a positive it lies in the focus of their research where branding image of an institution, there are Zainur and Hefny focus on how the brend several factors that support the formation image improves school competence, while Such as some of the factors used by the research that the author will do focuses Madrasah Aliyah Nurul Jadid in building on how the role of school residents in building the brand image.
Jadid Paiton competitive advantage are to prioritize .
Institutional Accreditation.
Brand Image The term brand comes Professionalism of Educators, .
Student word brandr which Behavior, .
Excellent Madrasah Activities, which is an activity that is often carried out .
Student Achievements, .
Quality of by cattle breeders in America by marking Graduates, their livestock to facilitate identification of excellent activities that are integrated and ownership before being sold to the market supported by the Pesantren.
That way the (Andi, 2.
Brand is an indicator of value management hopes that with these several offered to customers, brand factors the institution can get the best label by the community and provide good service Alumni Relations " to brand ", is an asset and can compete optimally with other Fajri Dwiyama & Nurhasanah R Nidhomul Haq.
Vol 5 No 3.
Tahun 2020 loyalty, brand is a measuring tool for the educational organization which aims as an quality of value offered.
Kotler stated that Aua brand is a name.
The image is formed from how the sign, symbol, or design or a institution carries out operational activities combination of them, intended to identity which have a main foundation in terms of the goods or servicesof one seller or group Image is also formed based on of seller and to differentiate them from those competitorsAy (P.
Kotler & Keller, experience of something, thus building a Brand is a name, term, sign, symbol, mental attitude.
Kotler stated that a positive or design or a combination of both, which is consumer image of intended to identify the goods or services of one seller or group of sellers and to good brand is also the basis for building a distinguish them from competitors.
positive institutional image.
According to Meanwhile.
Leslie De Chernatony and Mc Donald argue that Aubrand a brand Kotler and Keller, image .
is the belief, idea and impression that a person product, service, person or holds on an object (Philip Kotler & Keller, place, augmented in such a way that the Most of the attitudes and actions of buyer or user perceives relevant, unique, people towards an object are influenced by sustainable added values which match their the image of an object.
According to Buchari needs mostcloselyAy .
e Chernatony & Alma, image is an impression, impression.
McDonald, 2.
A brand is an identifiable feeling or perception that exists in the public identity of a product, service, person or about a company, object, person or place, augmented in such a way that buyers institution (Philip Kotler, 2.
or users perceive the added value that is Meanwhile, according to Levitt said that relevant, unique and sustainable that best Auimage is the impression, feeling, the fits their needs.
conception which the public has of a From some of the opinions above, it can company or organization, a conditionally be concluded that a brand is a symbol used as a marker or a distinguishing identity organizationAy (Ibrahim & Hamidah, 2.
owned by an institution as a form of the Meaning: image is an appreciation, a feeling that exists in the public about a company or Brands in institution, regarding an object, person or manifested by the symbol and name of the This image cannot be printed Fajri Dwiyama & Nurhasanah R Nidhomul Haq.
Vol 5 No 3.
Tahun 2020 like printing goods at a factory, but this product or service.
User image is one image is an impression that is obtained indicator of a brand image and is often a understanding of something.
From the explanation above related conditions, the user of a product has a very to brand and image, it can be concluded that if the brand is a symbol, the image is a So, the image of the user bright image of that symbol.
Based on these Thus the indicators in the image of representation of the overall perception of a the user include: the user himself, as well as brand and is formed from information and his social status.
the brand image is Keller, brand image Product image, is a set of associations knowledge of the brand.
According to Kotller that consumers perceive a product.
Product perception of a brand as reflected by brand image is seen as an important element in associations in the minds of consumers (Kotler, 2.
The better and the quality of a The components that make up a brand product, the higher the satisfaction that will image according to Simamora are as follows:
:Maker image is a set of associations that indicators in the product image include:
consumers perceive the company that attributes of the product, benefits for makes a product or service.
corporate image has a significant influence on purchasing With this good corporate image, it Thus and guarantees (Simamora.
According to Kottler and Keller, brand helps people make decisions to transact in the company.
Because they already believe components: Attributes is a descriptive in such a good reputation, of course, people definition of the features that exist in a do not buy just once, but many times.
Thus product or service.
Product attributes are the indicators included in the image of the defined as the ingredients needed so that the product functions that consumers are company network, and the users themselves looking for can work.
In connection with / users.
the physical composition or requirements of User image, is a set of associations a service offered, it can function.
Non that consumers perceive to users who use a product attributes, are external aspects of a Fajri Dwiyama & Nurhasanah R Nidhomul Haq.
Vol 5 No 3.
Tahun 2020 product that are related to the purchase and The Role of School Citizens in Building a Brand Image Consists of: information about the According to Suhardono, the role price, packaging and design of the product, according to social science means a function the person, per group or celebrity who uses that is carried out by a person when the product or service, how and where the occupying a position in a certain social product or service is used.
structure (Soerjono Soekanto, 2.
Benefits the holding a certain position, a person can play attributed by consumers to the attributes of their function because of the position they This means that it shows the active .
Functional benefits : it relates to meeting basic needs such as physical needs and security or A person is said to play a role problem solving.
Experiental benefits :
when he exercises the rights and obligations relates to the feelings that arise from using a which are an inseparable part of the status product or service.
This benefit satisfies he carries.
Each social status is related to one or more social status.
Symbolic benefits : relates to The word citizen in the large Indonesian the need for social approval or one's dictionary means participant, member of an organization, family or association.
When combined with the word school, school brand's values of prestige, exclusivity and residents can be interpreted as participants fashion style because these things relate to or members of the school organization.
The their self-concept.
position of school residents is also stated in Consumers Brand Attitude defined as an overall Law Number 20 of 2003 concerning the evaluation of a brand, what consumers national education system which consists of believe about certain brands to what extent students, educators, school principals, and consumers believe that the product or service has certain attributes or advantages, previously described, it can be concluded and evaluative assessment of that belief is that the role of school members can be how good or bad a certain product is.
interpreted as the implementation of the product if it has these attributes or rights and obligations of school principals, advantages (Kotler dan Keller, 2.
educators, educational staff, and students From according to the social position they occupy.
Fajri Dwiyama & Nurhasanah R Nidhomul Haq.
Vol 5 No 3.
Tahun 2020 Keller stated that several factors that a brand choose a particular brand.
By positioning image include: Product excellence is one the brand more towards experience or self- of the factors forming a brand image , benefit from the product image.
From the existing differences, both products, services.
Because of the superiority of personnel, and channels are expected to make a difference from its competitors, characteristics that cause a product to have which can provide benefits for producers its own appeal to consumers.
Favorability of and consumers (Kotler dan Keller, 2.
odel can be used as an excuse for consumers to brand association is a brand association The process of building a brand image where consumers believe that the attributes for educational institutions can be described and benefits provided by a brand will be as follows: Forming perceptions, forming able to meet or satisfy their needs and perceptions about educational institutions desires so that they form a positive attitude and everything in them are the first steps in towards the brand.
building a brand image.
This can be done by Brand strength is a brand association forming an image of the target segment depending on how information is entered about the identity of the school or into the memory of consumers and how the educational institution.
Maintaining perceptions, process survives as part of the brand The institutions that have been formed and have association is a function of the amount of become a strong brand image in the minds information processing received in the of the people need to be maintained, coding process.
When a consumer is actively deciphering the meaning of information If the positive perceptions that about a product or service, a stronger have been embedded in the identity of association will be created in the consumer's educational institutions cannot be properly The association to consumer memory depends institutions in the eyes of the community on how a brand is considered.
will decline and even be forgotten.
Change The uniqueness of a brand is that the the perception of educational institutions that association towards a brand must inevitably are less profitable.
Educational institutions be shared with other brands.
Therefore, a are inseparable from deficiencies in the competitive advantage must be created that Fajri Dwiyama & Nurhasanah R Nidhomul Haq.
Vol 5 No 3.
Tahun 2020 formation of a positive brand image of the they were at the time the research was institution (RUKMANA, 2.
The research location is MA Al-Ikhlas Of the various theories that have been Ujung Bone, which is located in Ujung described previously about the role w arga Village.
Bone Regency.
South Sulawesi of brand Province.
The reason for choosing the image, it can be concluded that the school research subjects was because the institution community has the role of forming a brand was an educational institution that had a image which must they carry out in their very good reputation, especially in building a brand image.
The data in this study are stipulated in the law on the rights and divided into primary data and secondary obligations of citizens of the school at Sources of research data are residents educational institutions.
In addition to these routines, there are three important things school, which consists of the Principal of that are inherent in each school member Madrasah and his staff, educators, education regarding the formation of a brand image in personnel, and students.
The choice of data educational institutions, namely how they sources mentioned is because they all play form perceptions, maintain perceptions, and an important role in the process of forming change perceptions of the brand image that a brand image .
Data collection methods consisted of observation, interviews, and Al-Ikhlas Ujung Bone Data analysis techniques.
RESEARCH METHODS namely: data reduction, data display, and The type of research used in this (Creswell, research is qualitative research, because the Hamid, 2011.
Lexy J, 2.
research is carried out in natural conditions.
RESULTS AND DISCUSSION the research object develops as it happens, is The results of the research on the role not manipulated and the presence of the of school members in building brand image at researcher does not affect the dynamics of MA Al-Ikhlas Ujung Bone, namely: .
The the object under study.
This research is characteristics of the MA Al-Ikhlas Ujung descriptive in nature, namely research that is Bone brand image consist of the image of the intended to collect information about the maker, the image of the user, the image of status of an existing symptom, namely the state of the symptoms according to what building brand image in the MA Al-Ikhlas .
P eran w arga Fajri Dwiyama & Nurhasanah R Nidhomul Haq.
Vol 5 No 3.
Tahun 2020 Edge Bone consists of shaping perceptions.
Al-Ikhlas Ujung Bone in accordance with the theory expressed by Kotler and Keller Based on the results of this that the important components of a brand study, the discussion of the research results image are in service managers.
Simamora can be described as follows:
also revealed that popularity is a brand Characteristics of Brand Image at MA Al-Ikhlas Ujung Bone Image Maker The findings of the research show that image indicator .
Another finding is the the image of the maker at MA Al-Ikhlas aims to maintain the credibility of the Ujung Bone is: there is a national figure.
Prof.
Dr.
KH.
NazaruddinUmar Simamora's theory that credibility is an who acts as an icon brand image .
Secondly:
indicator of brand image.
It was also found Al-Ikhlas Ujun g that there was a collaborative network built Bone maintain by MA Al-Ikhlas Ujung Bone which was not management of the institution through the only at the local level but up to the ISO 9001: 2015 .
Third: Network-owned international level, this was also a brand cooperative MA Al-Ikhlas Edge Bone image as expressed by Simamora that the national level and its International l, such as indicator of brand image is the network that the MOU of cooperation in education with is owned.
existence of ISO 9001: 2015 certification owned by MA Al-Ikhlas Ujung Bone which universities and abroad, cooperation in the From the above discussion, it can be form of easy access for alumni to continue concluded that MA Al-Ikhlas Ujung Bone their education at the university.
Fourth :
meets all the brand image criteria for the MA Al-Ikhlas Ujung Bone maintains the image component maker.
The indicators of popularity of the institution by actively fulfillment in question are the existence of a updating and disseminating MA Al-Ikhlas national figure as an institution icon that Ujung Bone activities to strengthens the brand image in terms of popularity and personal image, then the ISO facebookpage https://w.
indicator of fulfillment of credibility points, pg/alikhlasujung .
finally the local to international level The cooperation owned by MA Al-Ikhlas Ujung research results show that there are national Bone be the fulfillment of cooperation figures who act as brand image icons at MA Fajri Dwiyama & Nurhasanah R Nidhomul Haq.
Vol 5 No 3.
Tahun 2020 User Image The related to feelings that are appears using a product or service.
characteristics of the brand image of MA Al- Another finding is the feeling of pride Ikhlas Ujung Bone in terms of user image, by students being part of MA Al-Ikhlas namely: first: most students feel happy going Ujung Bone due to the many achievements to school because of the many friends from students have obtained from regional to various regions, being independent, and international levels, as well as the ease for getting very useful knowledge.
Second: MA alumni to continue their studies at well- Al-Ikhlas Ujung Bone students feel proud to known universities at home and abroad, be part of an educational institution because because of this.
MA Al-Ikhlas Ujung Bone of the many achievements students have students have high self-confidence, or feel honored and have a better social status.
This In addition, the ease with which finding is in line with Kotler and Keller's alumni can continue their studies at well- theory which says that one component known universities at home and abroad is of brand image is profit, which is related to also the pride of students who attend these the need for social approval or personal educational institutions.
esteem , consumers The one's selfappreciate research results show that students feel values of prestige and exclusivity because happy going to school because of the many these things are related to their self-concept.
From the above discussion it can be concluded that MA Al-Ikhlas Ujung Bone This is in accordance with meets all the brand image criteria for the Simamora's user image component.
The fulfillment of brand image is a condition that benefits indicator is in the form of feeling happy and the user from using a service product.
These proud for MA Al-Ikhlas Ujung Bone findings are also in line with Kotler and students who have become part of the Keller's theory which states that the brand Feelings of pleasure and pride image indicator is in the form of personal give birth to a sense of self-confidence, value gains attributed to consumers to feeling honored and having a better social product or service attributes which consist status that meets the criteria for the of meeting basic needs such as physical component en rand image in the form of needs and security or problem solving, also Fajri Dwiyama & Nurhasanah R Nidhomul Haq.
Vol 5 No 3.
Tahun 2020 the need for social approval or one's of brand image is an overall evaluation of a personal expression and self-esteem.
brand, the extent to which consumers Product Image believe that the product or service has The characteristics of the brand image of MA evaluative judgments of how good or bad a Al-Ikhlas Ujung Bone in terms of product product is if have these attributes or image, namely the benefits offered and / or given to students in the form of an From the above discussion it can be education and learning system in the form concluded that MA Al-Ikhlas Ujung Bone of an Islamic Boarding School, additional meets all the brand image criteria for the benefits that can be obtained by MA Al- product image component.
The indicators Ikhlas Ujung Bone students.
in the form of of fulfillment are the existence of an education system in the form of boarding assurance, in this case an accreditation certificate from the National Accreditation quality assurance of A accreditation from Board BAN-S / M with a score of 89 rank the National Accreditation Board of BAN-S A .
ery goo.
/M.
The findings obtained from the results of the research show that various benefits that can be obtained by students such as an education system in the form of a boarding school, extracurricular activities and quality assurance of A accreditation from the National Accreditation Board BAN-S / M are components of brand image.
This is in line with Simamora's theory that product image is seen as an important element in The better and the quality of a product, the higher the satisfaction that will be received by consumers.
These findings are also in line with Kotler and Keller's theory which explains that the component The Role of School Citizens in Building a Brand Image at MA Al-Ikhlas Ujung Bone Forming Perception The results of research on the role of school residents in building brand image at MA Al-Ikhlas Ujung Bone, especially in shaping perceptions in the form of building positive perceptions, building cooperation, conducting comparative studies, maintaining institutional secrets, making innovations, seeking development information, spreading positive information, carry out activities according to competence, participate in every community activity, and do not do things that are detrimental to madrasah.
Everything is a way of forming or building perceptions in terms of forming an Fajri Dwiyama & Nurhasanah R Nidhomul Haq.
Vol 5 No 3.
Tahun 2020 image of an institution in accordance with Changing Perceptions Yulia Rukmana's theory of perception The results of research regarding the formation where the process of forming role of school members in building brand perceptions in building a brand image is the image at formation of positive perceptions of school especially in changing perceptions, namely conducting continuous evaluations.
Maintaining Perception to public input.
prevent violence in the The results of research on the role of Al-Ikhlas Ujung Bone, school members in building brand image at MA Al-Ikhlas Ujung Bone in terms of This is consistent with the perceptions, namely through fostering a theory Yulia Rukmana that the institution needs to realize its shortcomings and apply institution , instilling an attitude of sincerity various methods for converting p ersepsi and responsibility , giving the best to the negative, thus the brand image of the institution , being an example.
which is good negative will turn out to be positive.
for society.
love school.
spread positive CONCLUSION things to families and society.
maintain the good name and pride of the school.
building brand image at The conclusions of this study are as image in the MA Al-Ikhlas Edge Bone is as follows: the national character that acts as Al-Ikhlas an icon brand image , m enjaga credibility of Ujung Bone is in the form of fostering a the management of the institution through sense of belonging to the institution.
the certification of IS O 9001: 2015 , a network of cooperation level nationally and provide the best for the internationally , keep popularity institutions in m community , make students feel happy love school.
spread positive things in school and feel proud to be part of the to families and society.
maintaining the good school, make it easy for alumni to continue name and pride of the school, fulfilling their studies at well-known universities at Yulia home and abroad, the education and learning system in the form of an Islamic Rukmana's building brand follows: .
Characteristics of the brand Based on the research findings above, image in Boarding school, activate extracurricular Fajri Dwiyama & Nurhasanah R Nidhomul Haq.
Vol 5 No 3.
Tahun 2020 activities, improve quality assurance in terms of This is an accreditation from the National Accreditation Board BAN-S / M.
The role of school members in building a brand image at MA Al-Ikhlas Ujung Bone, namely: building cooperation, conducting comparative studies, maintaining institutional secrets, conducting innovation, disseminating positive information, carrying out activities according to competence, participating in every community activity, and not doing things that are detrimental to the madrasah, creating a sense of belonging to the institution.
instilling sincerity and responsibility, giving the best for the be a good example for society.
love school, spread positive things to family and society, maintain the good name and pride of the school, conduct continuous evaluation, listen to community input.
preventing violence in the school area, institutional information, and displaying student achievements.
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