BLUE OCEAN STRATEGIC DALAM MENINGKATKAN BRANDING IMAGE LEMBAGA PENDIDIKAN DI SMA PLUS AL-AZHAR JEMBER

Nadilla Aleyda Maqhfira Agustin, NIM.: 24204092018 (2026) BLUE OCEAN STRATEGIC DALAM MENINGKATKAN BRANDING IMAGE LEMBAGA PENDIDIKAN DI SMA PLUS AL-AZHAR JEMBER. Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Competition among educational institutions requires schools not only to rely on promotional activities but also to create value innovations relevant to the needs of students and society. One of the innovations developed by SMA Plus Al-Azhar Jember is Green Automotive Services, which integrates practical skills, occupational safety, environmental awareness, Islamic work ethics, and social services. This study aims to analyze the implementation and contribution of the Blue Ocean Strategy and identify the key factors contributing to its success in enhancing the brand image of SMA Plus Al-Azhar Jember. This study employed a qualitative approach with a case study design. Data were collected through passive participant observation, semi-structured interviews, and documentation. The research informants included the principal; vice principals for curriculum, student affairs, public relations, and facilities and infrastructure; the heads of the laboratory and library; teachers and administrative staff; and students. The data were analyzed through data organization, comprehensive data reading, coding, theme and pattern development, and the presentation and interpretation of the findings. Data credibility was strengthened through source and method triangulation, member checking, and the provision of rich and detailed descriptions. The findings indicate that: (1) the implementation of the Blue Ocean Strategy was realized through value innovation and program differentiation that integrated academic, Islamic, technological, creative, and student skills development dimensions; (2) the Blue Ocean Strategy contributed to enhancing the school’s brand image through flagship programs, religious culture, character development, public communication, consistent educational services, and the direct experiences of students, parents, and the community; and (3) the key factor in the success of the Blue Ocean Strategy was the strategic synergy of the school ecosystem, encompassing the principal’s visionary and innovative leadership, the commitment of teachers and administrative staff, the availability of distinctive flagship programs, support from facilities and information technology, and stakeholder involvement. These five elements mutually reinforced one another, ensuring that the school’s brand image was built not only through promotion but also through leadership, tangible programs, service consistency, student experiences, and public trust.

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