School Management Efforts To Improve Branding Of Sdit Darussalam Palembang

Diana Sasih; Edi Harapan; Sri Wahyu Indrawati

doi:10.63922/ijevss.v5i03.4142

Diana Sasih Educational Management, PGRI University of Palembang
Edi Harapan Educational Management, PGRI University of Palembang
Sri Wahyu Indrawati Educational Management, PGRI University of Palembang

DOI: https://doi.org/10.63922/ijevss.v5i03.4142

Keywords: school management, school branding, integrated Islamic school, service quality, SDIT DARUSSALAM PALEMBANG

Abstract

This study aims to describe and analyze school management efforts to improve the branding of DARUSSALAM PALEMBANG ELEMENTARY SCHOOL Palembang as a growing and trusted integrated Islamic elementary school. In 2025, DARUSSALAM PALEMBANG ELEMENTARY SCHOOL will have 480 students across grades I to VI. The school is known for its excellence in Islamic character education, worship habits, the Quran memorization program, marching band, creative project-based learning, and the integration of the national curriculum and Islamic curriculum. The study used a qualitative approach with a case study design. Data collection was conducted through in-depth interviews with the principal, vice principal for curriculum and student affairs, creative teachers, parents, as well as documentation related to school programs and digital publications. Field observations were also conducted to obtain a concrete picture of the school's activities, culture, and services. The results showed that the school management implemented several targeted and sustainable branding strategies. These strategies included improving the quality of educational services, strengthening school values and culture, providing flagship programs, consistent Islamic activities, active publicity through social media, and holding annual events such as Market Day, Mabit, and Supercamp activities. Collaboration between leaders, teachers, the school committee, and parents was a crucial supporting factor in building a positive school image. Challenges that arose included limited resources, the need for innovative promotional content, and competition with other Islamic schools. This study concluded that the branding of SDIT DARUSSALAM PALEMBANG is the result of good school management, effective communication, and consistent service quality. Branding is not merely a matter of promotion, but rather a school's identity and character, reflected in its services, programs, achievements, and relationships between the school and the community.

References

Arifin, M. (2024). Excellence programs as determinants of school quality perception: A study of integrated Islamic schools . Journal of Educational Development Studies, 12(1), 44–58. https://doi.org/10.24123/jeds.v12i1.4521
Azizah , Y., & Halwati , U. (2023). School branding strategy in increasing public awareness . Dirasah : Journal Studies Islamic Education Science and Management , 6(2), 250–257. https://doi.org/10.58401/dirasah.v6i2.899 ejournal.iaifa.ac.id
Creswell, J. W. (2021). Research design: Qualitative, quantitative, and mixed methods approaches (5th ed.). SAGE Publications.
Hartono, S. (2022). Visual identity consistency and institutional image in educational organizations . Journal of Communication and Education Strategy, 7(3), 77–89. https://doi.org/10.24815/jces.v7i3.3721
Irdiyanti, DT, Haryono, H., Oktorina, N., & Awalya, A. (2023). Qualitative study on private school branding in Indonesia: Identifying barriers and strategies for school branding. International Journal of Advanced and Applied Sciences , 10(12), 100-108. https://doi.org/10.21833/ijaas.2023.12.012 Science Gate+1
Lestari, D. (2022). Parent–school collaboration and its impact on public trust in educational institutions . Journal of Educational Partnerships, 4(2), 93–108. https://doi.org/10.36709/jep.v4i2.4022
Miles, M.B., Huberman, A.M., & Saldaña, J. (2021). Qualitative data analysis: A methods sourcebook (4th ed.). SAGE Publications.
Moleong, LJ (2021). Qualitative research methodology (Revised edition). Rosdakarya Youth.
Mulyadi, A. (2024). Branding innovation in competitive educational environments . Global Journal of Educational Innovation, 11(1), 15–29. https://doi.org/10.31219/osf.io/edv421
Mulyunto , W., Hidayati , D., & Sukirman, S. (2024). School branding strategies in the digital era in increase public interest through Utilization of digital marketing. Academy of Education Journal , 15(2), 1260-1271. https://doi.org/10.47200/aoej.v15i2.2419 jurnal.ucy.ac.id+1
Nanda Pratama, F., Nugroho, P., Rifa Zakaria, A., Dani Rohmatulloh, N., & Rifatul Muna, L. (2025). Branding management strategy of Islamic boarding school: An innovative approach to increase educational competitiveness. Dirasah: Journal of Islamic Education Science and Management Studies , 8(1), 263-276. https://doi.org/10.58401/dirasah.v8i1.1641 ejournal.iaifa.ac.id
Ngibad , K., Farkhan , M., Anam, K., & Vito, MSKP (2023). School branding via the website. Friday Education: Journal Community Service , 4(3), 109–114. https://doi.org/10.32764/abdimaspen.v4i3.3938 ejournal.unwaha.ac.id
Nugroho, F. (2022). Adaptive and innovative management for effective Islamic school branding . Journal of Islamic Educational Management, 3(4), 120–134. https://doi.org/10.33899/jiem.v3i4.2842
Rahmawati, D. (2022). Research trends of branding in the context of education: A bibliometric analysis. Al-Ishlah: Jurnal Pendidikan, 14(4), 5933-5944. https://doi.org/10.35445/alishlah.v14i4.2101 STAI Hubbulwathan Journal
Rizal, S., & Wahyuni, HC (2024). Creative branding transforms school management in Indonesia: Creative branding change management schools in Indonesia. Journal of Islamic and Muhammadiyah Studies , 7(1), [ page No displayed ]. https://doi.org/10.21070/jims.v7i1.1612 jims.umsida.ac.id
Supriyono, B. (2023). School Educational Organization Management . Jakarta:
Taufik, M. (2023). Utilizing Digital Media to Improve School Branding . Jakarta: Media Edukasi.
Ufik Rohmatul Fitria, U., Chotimah, C., & Sulistyorini, S. (2024). The role of school branding in implementation management strategic For increase Power competition institution Islamic education . Cendikia : Journal of Education and Teaching , 2(12), 427-436. https://doi.org/10. Kolibi
Wahyudi. (2023) . Successful schools building branding in general own characteristics strong , good character in matter method learning , organizational culture, and school programs .