The Branding Strategy of the "Shobat" Program as a Differentiator for Integrated Islamic Schools: A Case Study of Islamic Junior Highschool

Muhammad Thorif Abdurrofi; Mohamad Joko Susilo

doi:10.26740/jdmp.v10n2.p159-168

Authors

Muhammad Thorif Abdurrofi Universitas Islam Indonesia
Mohamad Joko Susilo Universitas Islam Indonesia

DOI:

https://doi.org/10.26740/jdmp.v10n2.p159-168

Keywords:

Islamic Education Branding, School Differentiation, Institutional Reputation, Achievement Integration, Strategic Partnerships

Abstract

Integrated Islamic education branding has become an essential strategy for enhancing the competitiveness of educational institutions amid growing competition. This study examines the branding strategy of the SHOBAT program (Sholih dan Berprestasi Terpadu) in shaping the institutional image of an Islamic Junior Highschool in Yogyakarta as a leading Islamic school. A qualitative descriptive approach was utilized, involving data collection through interviews with nine informants, observations, and documentation. The findings reveal that the branding strategy was implemented across three main dimensions: internal branding, focused on internalizing Islamic values and enhancing teacher competence; external branding, through digital media and strategic partnerships; and reinforcing the SHOBAT program, which integrates piety, academic excellence, and 21st-century skills. This approach has led to increased public trust, stakeholder loyalty, and greater appeal to prospective students. The research contributes to the theoretical development of branding in integrated Islamic education and provides practical insights for other Islamic schools aiming to differentiate themselves through distinctive programs.

References

Aini, T. N., Nugraha, L., Surbakti, A. H., Mundiri, A., & Sanjani, M. A. F. (2025). Value-Based Branding in Islamic Boarding Schools: Efforts to Maintain Identity in Digitalization Dynamics. Al-Tanzim: Jurnal Manajemen Pendidikan Islam, 9(2), 442–457. https://doi.org/10.33650/al-tanzim.v9i2.10753

Aprilia, R. D. (2022). Analisis SWOT Dalam Membangun Brand Image Sekolah Dasar Islam Terpadu (SDIT) Cordova Samarinda. http://repository.uinsi.ac.id/handle/123456789/2260

Asmarita, D. (2024). Peran Guru Pai Dalam Meningkatkan School Branding Melalui Kurikulum Terintegrasi Di Smpit Abu Bakar Full Day School Yogyakarta.

Azizah, Y. (2024). Program Studi Manajemen Pendidikan Islam Pascasarjana Universitas Islam Negeri Profesor Kiai Haji Saifuddin Zuhri Purwokerto.

Babun, Hefniy, Aini, N., & Wardi, M. (2024). The Role of Stakeholders in the Management of Islamic Education: A Collaborative Approach to Education Quality. Managers: Indonesian Journal of Educational Management, 6(3). https://doi.org/10.52627/managere.v6i3.769

Bisani S, Daye M, Mortimer K (2022), Multi-stakeholder perspective on the role of universities in place branding. Journal of Place Management and Development, Vol. 15 No. 2 pp. 112–129, doi: https://doi.org/10.1108/JPMD-05-2020-0039

Brewer A, Zhao J (2010), The impact of a pathway college on reputation and brand awareness for its affiliated university in Sydney. International Journal of Educational Management, Vol. 24 No. 1 pp. 34–47, doi: https://doi.org/10.1108/09513541011013033

Carnawi, C., Hermawan, I., & Zahro, F. A. (2024). Konsep Membangun Branding Image Untuk Meningkatkan Kepercayaan Terhadap Lembaga Pendidikan Islam. Ascent: Al-Bahjah Journal of Islamic Education Management, 2(1), 12–26. https://doi.org/10.61553/ascent.v2i1.96

Falah, R. Z., Muchlisin, I., Indriyani, D., Ulyahimawati, V., & Haq, M. M. B. (2023). Strategi Membangun Brand Image Sekolah Berbasis Pesantren (Studi di SMA Syubbanul Wathon Secang Magelang). MA’ALIM: Jurnal Pendidikan Islam, 4(2), 145–164. https://doi.org/10.21154/maalim.v4i2.7447

Firmansyah, M., Rahwan, R., & Kholis, N. (2024). Program Unggulan Tahfidz Al Qur’an: Inovasi Kepala Sekolah SD Swasta untuk Mencetak Siswa Hafidz-Hafidzah. Islamic Management: Jurnal Manajemen Pendidikan Islam, 7(01). https://doi.org/10.30868/im.v7i01.6072

Fitria, U. R., Chotimah, C., & Sulistyorini, S. (2024). Peran School Branding dalam Implementasi Manajemen Strategik untuk Meningkatkan Daya Saing Lembaga Pendidikan Islam. Cendekia: Jurnal Pendidikan Dan Pengajaran, 2(12), 427–436. https://jurnal.kolibi.org/index.php/cendikia/article/view/4526

Gao, Y., Liu, J. International student recruitment campaign: experiences of selected flagship universities in China. High Educ 80, 663–678 (2020). https://doi.org/10.1007/s10734-020-00503-8

Goh, J.W.P., Chua, C.S.K., Hairon, S. (2019). School Branding. In: Wong, B., Hairon, S., Ng, P. (eds) School Leadership and Educational Change in Singapore. Springer Texts in Education. Springer, Cham. https://doi.org/10.1007/978-3-319-74746-0_12

Halim, A. (2020). Manajemen Marketing Pendidikan Islam: (Upaya Meningkatkan Bargaining Power MTs Nurul Islam Kapasbaru Surabaya). Al-Ibrah : Jurnal Pendidikan Dan Keilmuan Islam, 5(1), 1–26. https://ejournal.stital.ac.id/index.php/alibrah/article/view/83

Hilmi, M., Nasir, M. A., Saparudin, S., Dahlan, F., & Saharudin, S. (2023). Tahfiẓ Al-Qur’an as Brand Image of Modern Islamic Education in Lombok. QALAMUNA: Jurnal Pendidikan, Sosial, Dan Agama, 15(2), 483–496. https://doi.org/10.37680/qalamuna.v15i2.2389

Istikomah, & Romadlon, D. A. (2023). Building Trust and Reputation: Branding Strategies of Elite Muslim Schools in Indonesia. Dalam T. T. Y. Alabdullah, M. I. Awang, B. Sobirov, M. T. Multazam, & M. D. K. Wardana (Ed.), Proceedings of the International Conference on Intellectuals’ Global Responsibility (ICIGR 2022) (Vol. 750, hlm. 419–425). Atlantis Press SARL. https://doi.org/10.2991/978-2-38476-052-7_46

Karsono, K., Purwanto, P., & Salman, A. M. B. (2021). Strategi Branding Dalam Meningkatkan Kepercayaan Masyarakat Terhadap Madrasah Tsanawiyah Negeri. Jurnal Ilmiah Ekonomi Islam, 7(2), 869–880. https://doi.org/10.29040/jiei.v7i2.2649

Khanna, M., Jacob, I., & Chopra, A. (2019). Promoting Business School Brands Through Alumni (Past Customers)-Analyzing Factors Influencing Their Brand Resonance. Journal of Promotion Management, 25(3), 337–353. https://doi.org/10.1080/10496491.2019.1557812

Kurniawan, H., Arifin, S., & Mulyono, M. (2024). Implementation of Total Quality Management (TQM): Optimizing School Branding Strategy in Urban Islamic Schools. AL-ISHLAH: Jurnal Pendidikan, 16(4), 5127–5139. https://doi.org/10.35445/alishlah.v16i4.6182

Maduro S, Fernandes PO, Alves A (2018), Management design as a strategic lever to add value to corporate reputation competitiveness in higher education institutions. Competitiveness Review, Vol. 28 No. 1 pp. 75–97, doi: https://doi.org/10.1108/CR-04-2017-0029

Maulana, A. I. (2025). Strategi school branding dalam meningkatkan daya tarik calon peserta didik baru di Madrasah Ibtidaiyah Raja Unggulan Jenggawah Jember [Undergraduate, Universitas Islam Negeri Maulana Malik Ibrahim]. http://etheses.uin-malang.ac.id/75351/

Moleong, L. J. (2007). Metodologi Penelitian Kualitatif (Revisi). Remaja Rosdakarya.

Mubarok, M. Z., & Niswatin. (2024). Efektivitas Branding dalam Meningkatkan Reputasi Lembaga Pendidikan Islam. Jurnal Kompetensi Ilmu Sosial, 3(1), 25–35. https://doi.org/10.29138/jkis.v3i1.52

Mufarrohah, A., & Maunah, B. (2024). Strategi Lembaga Pendidikan dalam Meningkatkan School Branding. Pendas: Jurnal Pendidikan Dasar, 2(1), 30–34. https://ejurnal.mmnesia.id/index.php/PENDAS/article/view/146

Panda S, Pandey SC, Bennett A, Tian X (2019), "University brand image as competitive advantage: a two-country study". International Journal of Educational Management, Vol. 33 No. 2 pp. 234–251, doi: https://doi.org/10.1108/IJEM-12-2017-0374

Palinkas, L. A., Horwitz, S. M., Green, C. A., Wisdom, J. P., Duan, N., & Hoagwood, K. (2015). Purposeful Sampling for Qualitative Data Collection and Analysis in Mixed Method Implementation Research. Administration and Policy in Mental Health and Mental Health Services Research, 42(5), 533–544. https://doi.org/10.1007/s10488-013-0528-y

Perdana, N., & Azzani, M. Z. (2025). The Role Of The Principal In Improving School Branding Smp Muh 2 Kartasura. Islamic Management: Jurnal Manajemen Pendidikan Islam, 8(01), 593–604. https://doi.org/10.30868/im.v8i01.8334

Rahmanita, T., Khoridatunisa, S., Hazami, M. H., Gunawan, S. N., & Munawwaroh, Z. (2025). Strategi Branding Sekolah dalam Menciptakan Loyalitas Pelanggan Jasa Pendidikan. Jurnal Manajemen Pendidikan Dasar, Menengah dan Tinggi [JMP-DMT], 6(4), 544–552. https://doi.org/10.30596/jmp-dmt.v6i4.26165

Rahmawati, I., Anwar, H., Wathoni, K., & Maromi, I. (2023). Building Public Trust through The Excellency Program; A Study on Tahfidz Branding in Pesantren. Al-Tanzim: Jurnal Manajemen Pendidikan Islam, 7(1), 287–298. https://doi.org/10.33650/al-tanzim.v7i1.3897

Razak, A., Masrokan, P., & Sujianto, A. (2025). Strategi Membangun Brand Image Dalam Meningkatkan Daya Saing Lembaga Pendidikan (Studi Kasus Di Sdit Al Ghazali Pamekasan). Mubtadi: Jurnal Pendidikan Ibtidaiyah, 6(2), 225–237. https://doi.org/10.19105/mubtadi.v6i2.13924

Rizqon, A., & Fimaisarah, A. (2024). Digital Revolution in Islamic Education: Building the Branding of Religious Schools in Rural Indonesia through Innovative Digital Marketing Strategies. JUMPA : Jurnal Manajemen Pendidikan, 5(2), 111–123. https://doi.org/10.33650/jumpa.v5i2.7348

Sataøen, H. L. (2015). Higher education as object for corporate and nation branding: between equality and flagships. Journal of Higher Education Policy and Management, 37(6), 702–717. https://doi.org/10.1080/1360080X.2015.1102822

Supangat, S. (2021). Branding Sekolah Islam. School Principal Academy. https://id.scribd.com/document/513770044/Buku-Strategi-Branding-Dr-Supangat

Susilawati, I. M., & Harun, M. (2017). Analisis SWOT sebagai Dasar Strategi Branding pada Madrasah Ibtidaiyah Alhidayah, Cireunde, Ciputat. Tarbawi: Jurnal Keilmuan Manajemen Pendidikan, 3(01), 111–128.

Syukri, M., & Harahap, V. A. (2024). Sekolah/Madrasah Bertaraf (Branding): Islami, Boarding School, dan Terpadu. Journal on Education, 6(2), 11711–11720. https://doi.org/10.31004/joe.v6i2.4825

Varadarajan, B., & Malone, T. (2018). Branding strategies of a private international school. The Qualitative Report, 23(4), 932-948. Retrieved from https://www.proquest.com/scholarly-journals/branding-strategies-private-international-school/docview/2036388225/se-2

Virginia Braun & Victoria Clarke (2006) Using thematic analysis in psychology, Qualitative Research in Psychology, 3:2, 77-101

Wibawa, R., & Hardiansyah, H. (2021). Desain Program Sekolah Islam Terpadu Terhadap Pelaksanaan Kurikulum. Jurnal Visionary: Penelitian Dan Pengembangan Di Bidang Administrasi Pendidikan, 9(2), 27–33.

Yanti, Y. C. M., Buntoro, F., Badarudin, Barniat, Z., & Tamim, R. (2024). Branding Strategies for Increasing Public Confidence in Islamic Boarding Schools. KnE Social Sciences, 171–184. https://doi.org/10.18502/kss.v9i12.15848

Yin, R. K. (with Campbell, D. T.). (2018). Case Study Research and Applications: Design and Methods (Sixth edition). SAGE Publications, Inc.

Zarastri, R., Chairunnisa, C., Ardhani, D., & Supriadi, S. (2024). Strategi Branding Dalam Meningkatkan Daya Tarik Sekolah: Studi Kasus Di Sma Negeri 3 Kota Jambi. Journal of Economic Education, 3(2), 43–47. https://doi.org/10.22437/jeec.v3i2.39146