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UPAYA BRANDING DAN PROMOSI MTSN 6 SLEMAN PASCA PENETAPANNYA SEBAGAI RINTISAN MADRASAH UNGGUL (RMU) DIY
This study aims to examine the strategic factors underlying the designation of MTsN 6 Sleman as one of the Pioneer Superior Madrasahs (Rintisan Madrasah Unggul, RMU) in the Special Region of Yogyakarta (DIY), and to explore in depth the branding and promotional efforts undertaken by the institution following its designation. The research focus is grounded in the significance of branding and promotion as key strategies for madrasahs in responding to the increasingly competitive landscape among Islamic educational institutions. The study employed a qualitative approach using an instrumental case study method. Primary data were collected through in-depth interviews with the principal, vice principals, teachers, students, administrative staff, and parents. Secondary data were obtained through limited participatory observation and document analysis, including reports, brochures, and official school documents. Data analysis was conducted thematically and verified through source triangulation and member-checking techniques. The findings reveal that MTsN 6 Sleman’s designation as an RMU in DIY was driven by several key indicators: the institution’s extensive experience in implementing mandatory policies from the Ministry of Religious Affairs, its consistent application of the National Education Standards (Standar Nasional Pendidikan, SNP), and its sustained ability to foster student character development and enhance teacher competencies. Subsequently, the madrasah implemented branding and promotional efforts through digital media, the improvement of educational service quality, and the strengthening of networks with external stakeholders. These strategies successfully enhanced public interest and trust in the institution, as evidenced by the increase in applicants from both within and beyond DIY. This research offers an original contribution in the form of the KIPOO branding model, derived directly from field practices in an Islamic value-based madrasah. The model expands the application of symbolic interactionism theory in the context of Islamic education by explicitly integrating context, input, process, output, and outcome into madrasah branding. Thus, the study provides a new perspective as well as a strategic model for enhancing madrasah competitiveness through an integrated symbolic communication approach. The findings carry clear practical implications for education policymakers and madrasah administrators, particularly in designing and implementing effective and sustainable branding strategies. Education stakeholders are encouraged to operationally adopt the KIPOO branding model as a guideline for strengthening the image and positive public perception of madrasahs, particularly through improved communication with external stakeholders, optimization of digital media, and the holistic enhancement of educational service quality.
PASCASARJANA, UIN SUNAN KALIJAGA YOGYAKARTA
UPAYA BRANDING DAN PROMOSI MTSN 6 SLEMAN PASCA PENETAPANNYA SEBAGAI RINTISAN MADRASAH UNGGUL (RMU) DIY (Text)
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Kependidikan Islam