Institutional Repository UIN Sunan Kalijaga YogyakartaMANAJEMEN PEMASARAN PENDIDIKAN MELALUI STRATEGI PERSONAL BRANDING DALAM MENINGKATKAN BRAND TRUST DI PONDOK PESANTREN ANNIDA AL ISLAMY KOTA BEKASINIM.: 23204091005Tamama ZuhriyahauthorThe increasing competition among educational institutions requires Islamic boarding schools (pesantren) to develop educational marketing management strategies that are capable of maintaining institutional identity and strengthening public trust. Pondok Pesantren Annida Al-Islamy in Bekasi City is worthy of examination because it has been able to maintain its institutional existence and expand through the establishment of Annida 2, despite not relying extensively on digital marketing strategies and instead continuing to depend primarily on conventional marketing. This condition indicates the role of personal branding in shaping institutional identity and strengthening brand trust. This study aims to describe the implementation of educational marketing management, identify the personal branding strategies employed, and analyze the role of personal branding strategies in enhancing public brand trust in Pesantren Annida Al-Islamy, Bekasi. This study employed a descriptive qualitative approach. Data were collected through in-depth interviews with teachers, boarding school administrators, students, alumni, and students’ parents, as well as through observation and documentation. Data analysis was conducted through data reduction, data presentation, and conclusion drawing. Theoretically, this study employed the 7P educational marketing mix concept in educational marketing management, McNally and Speak’s concept of personal branding, which encompasses distinctiveness, relevance, and consistency, as well as Ika Kustini’s concept of brand trust, which consists of the dimensions of viability and intentionality. The findings indicate that educational marketing management at Pondok Pesantren Annida Al-Islamy is implemented through the seven elements of the marketing mix: product, price, place, people, process, physical evidence, and promotion, which collectively contribute to the formation of the institution’s identity. Annida’s personal branding develops organically through the figure of KH. Muhajirin Amsar, the continuity of values maintained by the caretakers, the integration of formal and pesantren education, alumni reputation, human resources, and relationships with alumni and the wider community. This personal branding subsequently develops into organic branding, which spreads through word of mouth based on the experiences and recommendations of alumni, parents, and community members. This process strengthens brand trust through the dimensions of viability, reflected in the fulfillment of community needs and expectations, and intentionality, reflected in public confidence in the institution’s commitment, integrity, and continued relationships with the community.371.2 Pendidikan - Manajemen2026-08-26UIN SUNAN KALIJAGA YOGYAKARTA;FAKULTAS ILMU TARBIYAH DAN KEGURUANThesis

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