{
      "department": "FAKULTAS ILMU TARBIYAH DAN KEGURUAN",
      "subjects": [
        "371.2."
      ],
      "eprintid": 79776,
      "thesis_type": "masters",
      "date": "2026-10-20",
      "userid": 12460,
      "documents": [
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            "eprintid": 79776,
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            "uri": "http:\/\/digilib.uin-suka.ac.id\/id\/document\/1088040",
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            "formatdesc": "MANAJEMEN STRATEGI ANGKATAN MUDA MASJID & MUSHOLLA (AMM) YOGYAKARTA DALAM MEMPERTAHANKAN BRAND IMAGE METODE IQRO‘ UNTUK MEMPERLUAS PENGARUHNYA DI ASIA TENGGARA"
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            "content": "published",
            "rev_number": 3,
            "uri": "http:\/\/digilib.uin-suka.ac.id\/id\/document\/1088041",
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            "formatdesc": "MANAJEMEN STRATEGI ANGKATAN MUDA MASJID & MUSHOLLA (AMM) YOGYAKARTA DALAM MEMPERTAHANKAN BRAND IMAGE METODE IQRO‘ UNTUK MEMPERLUAS PENGARUHNYA DI ASIA TENGGARA"
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      "rev_number": 10,
      "creators": [
        {
          "name": {
            "lineage": null,
            "given": "NIM.: 24204092027",
            "honourific": null,
            "family": "Ahmad Syawal"
          }
        }
      ],
      "dir": "disk0\/00\/07\/97\/76",
      "keywords": "Brand Image, Keller’s Customer-Based Brand Equity, Manajemen\r\nStrategi, Metode Iqro‘, Pengaruh Regional, Porter’s Five Forces",
      "lastmod": "2026-11-05 04:41:32",
      "ispublished": "pub",
      "metadata_visibility": "show",
      "date_type": "published",
      "eprint_status": "archive",
      "status_changed": "2026-11-05 04:41:32",
      "datestamp": "2026-11-05 04:41:32",
      "uri": "http:\/\/digilib.uin-suka.ac.id\/id\/eprint\/79776",
      "thesis_name": "other",
      "note": "Prof. Dr. Sutrisno, M.Ag.",
      "full_text_status": "restricted",
      "contact_email": "muh.khabib@uin-suka.ac.id",
      "divisions": [
        "mpi_s2"
      ],
      "abstract": "The Iqro’ method, developed by Angkatan Muda Masjid dan Musholla\r\n(AMM) Yogyakarta, has been the main reference for learning to read the Qur’an\r\nin Indonesia since the early 1990s, and its influence has spread across Southeast\r\nAsia. This position has endured even as new methods emerge, digital learning\r\napplications grow, and teachers become scarce. Behind this persistent brand\r\nimage lies strategic management that remains academically undocumented,\r\nincluding where Iqro’s brand image resides and why its users stay loyal. This\r\nstudy aims to analyze AMM’s competitive strategy in sustaining the Iqro’ brand\r\nimage, to examine how Iqro’s brand equity is built and managed by AMM and\r\nperceived by users, and to explore the role of both in expanding Iqro’s influence\r\nin Southeast Asia.\r\n\r\nThis qualitative study uses a single case study design at AMM Yogyakarta,\r\nwith Porter’s Five Forces and Keller’s Customer-Based Brand Equity (CBBE) as\r\ntwo lenses read side by side rather than tested for causality. Data were collected\r\nthrough in-depth interviews with three AMM managers, namely the leader, the\r\nfoundation administrator, and a supervisor-teacher, and two users of the Iqro’\r\nmethod, participatory observation from January to March 2026, and document\r\nanalysis. The analysis followed the interactive model of Miles, Huberman, and\r\nSaldana, while validity was ensured through source and method triangulation and\r\nmember checking.\r\n\r\nThe findings show that AMM’s strategies largely emerge from its da’wah\r\ncommitment and rest on LPTQ legitimacy, about 37,000 teachers certified\r\nthrough AMM’s own system, and subsidized book prices. Other methods are\r\ntreated as da’wah partners, while the main pressures are teacher scarcity and\r\ndigital disruption, which calls for redefining Porter’s terms in a non-profit\r\ncontext. The core of Iqro’s brand image lies in the ease of the method, and users\r\nremain loyal because of ease, intergenerational familiarity, affordability, and\r\ntrust. Competitive strategy plays a role in the formal channel in Indonesia and\r\nMalaysia, while brand equity operates in the informal channel through Iqro’\r\nalumni and teachers elsewhere in ASEAN (person-to-person). Conceptually,",
      "type": "thesis",
      "title": "MANAJEMEN STRATEGI ANGKATAN MUDA MASJID & MUSHOLLA (AMM) YOGYAKARTA DALAM MEMPERTAHANKAN BRAND IMAGE METODE IQRO‘ UNTUK MEMPERLUAS PENGARUHNYA DI ASIA TENGGARA",
      "institution": "UIN SUNAN KALIJAGA YOGYAKARTA",
      "pages": 157
    }