The Effect of School Branding on the Reputation of Islamic Schools

DOI

10.2991/assehr.k.201017.142How to use a DOI?

Keywords

school branding, reputation, Islamic school, competitiveness

Abstract

The 21st Century demands as the basis of educational orientation have logical consequences on the competition among educational institutions, especially Islamic educational institutions in maintaining their existence. The style and characteristics of competition among Islamic educational institutions today are already different from the previous era, which were based on the low cost, while nowadays it becomes an irrelevant element. The ability to create educational customer segmentation is an essential factor developed by each Islamic educational institution. School branding strategies become a core domain by generating a competitive advantage based on the positive value to result in an output profile of each Islamic educational institution. This study aimed to see the effect of school branding activities on the reputation of Islamic schools. The research method used was a quantitative method with a case study as the research type. The research instrument was in the form of a questionnaire. The research respondents were coming from education customers, i.e. parents in each school, with a total of 116 respondents consisting of 47 respondents from SD Al-Furqan Jember and 69 respondents from SD Lukman Al-Hakim Jember as the location of research. The data analysis used was regression with a degree of freedom (DF) of 5%. The results of the study explained that school branding could significantly influence the reputation of Islamic schools. The component contributes significantly was the school output profile which became the main dimension to build the reputation of Islamic schools.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Sofyan Rofi
AU  - Dahani Kusumawati
PY  - 2020
DA  - 2020/10/20
TI  - The Effect of School Branding on the Reputation of Islamic Schools
BT  - Proceedings of the International Conference on Community Development (ICCD 2020)
PB  - Atlantis Press
SP  - 643
EP  - 646
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.201017.142
DO  - 10.2991/assehr.k.201017.142
ID  - Rofi2020
ER  -