STRATEGI BRANDING MADRASAH IBTIDAIYAH (MI) DALAM MENINGKATKAN LOYALITAS MASYARAKAT (Studi Deskriptif Kualitatif Sekolah MI Wahid Hasyim Yogyakarta)

Elisa Qotrun Nada, NIM.: 17107030139 (2024) STRATEGI BRANDING MADRASAH IBTIDAIYAH (MI) DALAM MENINGKATKAN LOYALITAS MASYARAKAT (Studi Deskriptif Kualitatif Sekolah MI Wahid Hasyim Yogyakarta). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The large number of elementary schools (Madrasah Ibtidaiyah) in one area that provide various excellent programs have led to the phenomenon of intense competition between schools. This also triggers the case of many schools which are short of students in the new school year in Yogyakarta especially in Sleman Regency. This study aims to determine the branding strategy of Madrasah Ibtidaiyah (MI) in increasing community loyalty (Descriptive qualitative study of MI Wahid Hasyim Yogyakarta school) with descriptive qualitative research methods. Researchers chose the research location at MI Wahid Hasyim because this school is able to obtain students according to its target in each new school year. This research uses a descriptive qualitative approach with several subjects such as the head of madrasah, advisor and chairman of the madrasah committee, teachers as well as madrasah public relations MI Wahid Hasyim. Data collection through observation, interviews and documentation. The theories that used in this research are marketing theory, branding strategy and loyalty. The results of this study show that the strategy used in increasing loyalty is the school that provides a religious curriculum and general knowledge in its learning, excellent programs that are different from other schools, providing a child-friendly environment, the existence of school facilities that support learning, the use of social media as school branding, innovative teacher resources, discounted tuition fees with certain conditions and prioritizing customer service with two-way communication, the school involves parents in every school policy. This finding highlights the branding strategy steps taken by the school that have an impact on the level of loyalty of parents as consumers.

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