Optimizing Brand Image as Marketing Management of Islamic Private Schools
Optimalisasi Brand Image sebagai Manajemen Pemasaran Sekolah Swasta Islam
DOI:
https://doi.org/10.21070/ups.7890Keywords:
Brand Image, Marketing Management, Islamic Private School, Islamic ValuesAbstract
This research aims to 1) analyze the optimization of brand image as a marketing management strategy at SD Muhammadiyah 1 Candi Labschool Umsida, 2) the impact of brand image optimization as marketing management on schools. The research method uses descriptive qualitative with an explorative approach. Data were collected through interviews, observations, and documentation, to the Principal, Head of Branding Marketing Affairs, Parents, and the Community. The data obtained were analyzed using the Miles, Huberman, and Saldana model. The results showed that 1) Optimization of brand image as marketing management at SD Muhammadiyah 1 Candi Labschool Umsida by optimizing: a) Superior Accreditation, b) Inclusive School, c) Islamic Character Building, d) Circular School, e) Infrastructure Facilities. 2) The impact of optimizing branding image as marketing management on schools: a) Increasing the number of students, b) Increasing student guardian trust in schools.
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