Quality and Identity in Islamic Education Branding: Exploring Quality, Culture, and Sustainability
DOI:
https://doi.org/10.35719/a8pajh34Keywords:
Islamic education, institutional branding, quality culture, stakeholder satisfaction, sustainability management, strategic planningAbstract
Branding in Islamic secondary education is crucial for institutional legitimacy, yet existing studies often focus on marketing tactics or isolated quality indicators, overlooking the deeper mechanisms that build a credible brand. This research addresses this gap by investigating how quality management drives authentic branding in two Indonesian Islamic schools with contrasting governance models: a state-run madrasah (MAN 1 Bojonegoro) and a private pesantren-based school (MAS Abu Dzarrin). Employing a qualitative multi-case design, data were collected through 24 semi-structured interviews, 120 hours of participant observation, and document analysis. Thematic analysis, assisted by NVivo, revealed a dynamic four-stage process: participatory strategic planning sets the direction; a deeply rooted quality culture embeds plans into daily routines; stakeholder satisfaction and trust amplify reputation through advocacy; and sustainability management protects achievements during periods of Leadership and market change. The study concludes that enduring branding is not a marketing veneer, but rather the organic outcome of consistently excellent practices that are embraced by the entire school community. It offers a replicable framework for faith-based institutions to achieve long-term legitimacy and trust.
Branding di pendidikan menengah Islam sangat penting untuk legitimasi kelembagaan, namun studi yang ada seringkali berfokus pada taktik pemasaran atau indikator mutu yang terisolasi, mengabaikan mekanisme yang lebih dalam yang membangun merek yang kredibel. Penelitian ini mengatasi kesenjangan tersebut dengan menyelidiki bagaimana manajemen mutu mendorong branding yang otentik di dua sekolah Islam Indonesia dengan model tata kelola yang kontras: madrasah negeri (MAN 1 Bojonegoro) dan sekolah swasta berbasis pesantren (MAS Abu Dzarrin). Dengan menggunakan desain multi-kasus kualitatif, data dikumpulkan melalui 24 wawancara semi-terstruktur, 120 jam observasi partisipan, dan analisis dokumen. Analisis tematik, yang dibantu oleh NVivo, mengungkap proses dinamis empat tahap: perencanaan strategis partisipatif menetapkan arah; budaya mutu yang tertanam kuat mengintegrasikan rencana ke dalam rutinitas sehari-hari; kepuasan dan kepercayaan pemangku kepentingan memperkuat reputasi melalui advokasi; dan manajemen keberlanjutan melindungi capaian selama terjadi perubahan kepemimpinan dan pasar. Studi ini menyimpulkan bahwa branding yang berkelanjutan bukanlah lapisan pemasaran, melainkan hasil organik dari praktik-praktik unggul yang konsisten dan dijiwai oleh seluruh komunitas sekolah. Penelitian ini menawarkan kerangka kerja yang dapat direplikasi bagi lembaga berbasis agama untuk mencapai legitimasi dan kepercayaan jangka panjang.
Downloads
References
Akhmad Hanafi Dain Yunta, A., Saifullah bin Anshor, S., & Moh. Abduh Eing Paramata, M. A. E. (2023). Keabsahan tafwīḍ talak dalam tinjauan fikih munākaḥāt. Bustanul Fuqaha: Jurnal Bidang Hukum Islam, 4(3), 532–557. https://doi.org/10.36701/bustanul.v4i3.1206
Alexander, E. R. (2022). On planning, planning theories, and practices: A critical reflection. Planning Theory, 21(2), 181–211. https://doi.org/10.1177/14730952211066341
Amin, H. (2024). Value-based frameworks and peace education in faith-neutral, faith-based and faith-inspired schools in Islamabad. Journal of Peace Education, 21(1), 54–81. https://doi.org/10.1080/17400201.2023.2289655
Anholt, S. (2016). Places: Identity, image and reputation. Springer.
Azorín, C., Harris, A., & Jones, M. (2020). Taking a distributed perspective on leading professional learning networks. School Leadership & Management, 40(2–3), 111–127. https://doi.org/10.1080/13632434.2019.1647418
Beekun, R. I., & Badawi, J. A. (2005). Balancing ethical responsibility among multiple organizational stakeholders: The Islamic perspective. Journal of Business Ethics, 60(2), 131–145. https://doi.org/10.1007/s10551-004-8204-5
Bendermacher, G. W. G., Dolmans, D. H. J. M., de Grave, W. S., Wolfhagen, I. H. A. P., & Oude Egbrink, M. G. A. (2021). Advancing quality culture in health professions education: Experiences and perspectives of educational leaders. Advances in Health Sciences Education, 26(2), 467–487. https://doi.org/10.1007/s10459-020-09996-5
Bera, B. E. R. (2018). Ethical guidelines for educational research (4th ed.). British Educational Research Association.
Bramston, P., Pretty, G., & Zammit, C. (2011). Assessing environmental stewardship motivation. Environment and Behavior, 43(6), 776–788. https://doi.org/10.1177/0013916510382875
Bush, T. (2020). Theories of educational leadership and management. SAGE Publications.
Choi, J., Dorji, P., Shon, H. K., & Hong, S. (2019). Applications of capacitive deionization: Desalination, softening, selective removal, and energy efficiency. Desalination, 449, 118–130.
Corbin, J., & Strauss, A. (2014). Basics of qualitative research: Techniques and procedures for developing grounded theory (4th ed.). SAGE Publications.
Dobrev, S. D., & Verhaal, J. C. (2024). Organizational authenticity: How craft‐based ventures manage authentic identities and audience appeal. Strategic Entrepreneurship Journal, 18(4), 740–769. https://doi.org/10.1002/sej.1496
Dube, B., & LenkaBula, P. (2020). Navigating the trajectories of faith-based resilience among the Afromontane: A decoloniality approach. The International Journal of Religion and Spirituality in Society, 10(1), 1–12. https://doi.org/10.18848/2154-8633/CGP/v10i01/1-12
Dues, J. A. (2023). Win-win: W. Edwards Deming, the system of profound knowledge, and the science of improving schools. Routledge.
Edy, S., Fauzi, S., Nenda, N., & El Wahyu, M. Z. (2024). Integrated cultural-educational branding. Progresiva: Jurnal Pemikiran Dan Pendidikan Islam, 13(3), 345–360. https://doi.org/10.22219/progresiva.v13i03.37447
Ehren, M. C. M., Altrichter, H., McNamara, G., & O’Hara, J. (2013). Impact of school inspections on improvement of schools. Educational Assessment, Evaluation and Accountability, 25(1), 3–43. https://doi.org/10.1007/s11092-012-9156-4
Epstein, G., Pittman, J., Alexander, S. M., Berdej, S., Dyck, T., Kreitmair, U., Raithwell, K. J., Villamayor-Tomas, S., Vogt, J., & Armitage, D. (2015). Institutional fit and the sustainability of social–ecological systems. Current Opinion in Environmental Sustainability, 14, 34–40. https://doi.org/10.1016/j.cosust.2015.03.005
Geletu, G. M., & Mihiretie, D. M. (2023). Professional accountability and responsibility of learning communities of practice. International Journal of Educational Research Open, 4, 100223. https://doi.org/10.1016/j.ijedro.2022.100223
Girardin, F., Blal, I., & Lunardo, R. (2024). The role of brand authenticity for higher education institutions. Journal of Marketing for Higher Education, 34(2), 1056–1076. https://doi.org/10.1080/08841241.2023.2172642
Hallinger, P. (2020). Science mapping the knowledge base on educational leadership. Educational Management Administration & Leadership, 48(2), 209–230. https://doi.org/10.1177/1741143218822772
Hallinger, P., & Heck, R. H. (2010). Collaborative leadership and school improvement. School Leadership & Management, 30(2), 95–110. https://doi.org/10.1080/13632431003663214
Hallinger, P., & Heck, R. H. (2011). Exploring the journey of school improvement. School Effectiveness and School Improvement, 22(1), 1–27. https://doi.org/10.1080/09243453.2010.536322
Harris, A., & Jones, M. (2021). Exploring the leadership knowledge base. School Leadership & Management, 41(1–2), 41–53. https://doi.org/10.1080/13632434.2020.1789856
Harvey, L., & Green, D. (1993). Defining quality. Assessment & Evaluation in Higher Education, 18(1), 9–34. https://doi.org/10.1080/0260293930180102
Hill, Y., Lomas, L., & MacGregor, J. (2003). Students’ perceptions of quality in higher education. Quality Assurance in Education, 11(1), 15–20. https://doi.org/10.1108/09684880310462047
Imran, Q., Ghani, D. U., & Kazimi, D. A. B. (2025). Examining the impact of instructional leadership. The Critical Review of Social Sciences Studies, 3(2), 1037–1056. https://doi.org/10.59075/d71wpc16
Jasti, N. V. K., Venkateswaran, V., Kota, S., & Sangwan, K. S. (2022). A literature review on total quality management in higher education. The TQM Journal, 34(5), 1298–1319. https://doi.org/10.1108/TQM-04-2021-0113
Kodir, A., & Rotim, R. (2024). Transformational leadership in the implementation of total quality management. Fitrah: Journal of Islamic Education, 5(2), 143–155. https://doi.org/10.53802/fitrah.v15i2.952
Kurniawan, H., Arifin, S., & Mulyono, M. (2024). Implementation of total quality management in urban Islamic schools. Al-Ishlah: Jurnal Pendidikan, 16(4), 5127–5139. https://doi.org/10.35445/alishlah.v16i4.6182
Leithwood, K., Harris, A., & Hopkins, D. (2020). Seven strong claims about successful school leadership revisited. School Leadership & Management, 40(1), 5–22. https://doi.org/10.1080/13632434.2019.1596077
Miles, M. B., Huberman, A. M., & Saldaña, J. (2014). Qualitative data analysis: A methods sourcebook (3rd ed.). SAGE Publications.
Nomin, N., Resky, M., & Lusiana, L. (2025). Strategic planning in achieving optimal quality of education. Jurnal Education and Development, 13(1), 435–444. https://doi.org/10.37081/ed.v13i1.6647
Sallis, E. (2014). Total quality management in education (3rd ed.). Routledge. https://doi.org/10.4324/9780203417010
Seyfried, M., & Pohlenz, P. (2018). Assessing quality assurance in higher education. European Journal of Higher Education, 8(3), 258–271. https://doi.org/10.1080/21568235.2018.1474777
Sliwka, A., Klopsch, B., Beigel, J., & Tung, L. (2023). Transformational leadership for deeper learning. Journal of Educational Administration, 62(1), 103–121. https://doi.org/10.1108/JEA-03-2023-0049
Westerheijden, D. F., Stensaker, B., & Rosa, M. J. (2007). Quality assurance in higher education. Springer.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Su’udin Aziz, Ngainun Naim, Ainun Rahmah Kartika, Wildan Miftahussurur
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
