DESAIN STRATEGI BRANDING MADRASAH ENTREPRENEUR (Studi di MI Alifa Yogyakarta)

Maria Ulfah, NIM. 19204080009 (2021) DESAIN STRATEGI BRANDING MADRASAH ENTREPRENEUR (Studi di MI Alifa Yogyakarta). Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The background of this research began from the demands of the times, where Madrasah Ibtidaiyah should be able to compete in the market segment, due to the emergence of various new Islamic primary schools. While awareness of school branding, it is still very minimal among madrasah. School branding is essential to create assumptions in the eyes of the community. This research is focused on Madrasah Ibtidaiyah Alifa Yogyakarta, Madrasah which has designed branding with entrepreneurship program. The purpose of this research is to describe brand positioning, brand identity, brand personality, and branding strategy design madrasah Ibtidaiyah Alifa Yogyakarta. This research uses qualitative method with descriptive approach, this research was conducted in Madrasah Ibtidaiyah Alifa Yogyakarta, by observation, documentation, and interviews with principals, education coordinators, teachers, employees and parents of students. The results of this study are: (1) MI Alifa has established a brand positioning with the advantages of being the first entrepreneur-based Madrasah Ibtidaiyah in Yogyakarta, having the basic values of itqan, ittihad, indibath, ihsan, and sincere. And Madrasah Ibtidaiyah also develops many foreign languages in schools as skills that accompany entrepreneurial skills (2) MI Alifa creates a school identity, starting from making a name, a logo that is revealed on a visual display, a slogan, in collaboration with famous figures, also making MI Alifa's marching song. The goal is to be easily recognized and remembered. (3) MI Alifa's brand personality is in the form of courage to look different, prioritize customer service and be tolerant of differences in students' potential for self-development. (4) The branding strategy design carried out by MI Alifa is: (a) MI Alifa determines who the target market is, namely from the middle to upper class, entrepreneurs, communities around Berbah, Piyungan, and Patuk, and other areas that usually have motivation for their children to have entrepreneurial mentality and have good religious knowledge. (b) MI Alifa designs teacher professionalism strategies, ranging from standardization of teacher and employee recruitment, development of teacher potential. So that teachers and employees are able to provide excellent service to customers and prospective customers. (c) MI Alifa offers excellent entrepreneurship programs, as well as other extracurriculars tailored to the development of students' interest talents. If there are students who have difficulty in following the learning, clinical services will be provided. (d) Some media are used by MI Alifa for school membranding. Among them are using mass media, social media and various activities that are considered able to introduce MI Alifa to the public.

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