STRATEGI PERGURUAN TINGGI SWASTA BERBASIS PESANTREN DALAM MEMBANGUN BRAND IMAGE (STUDI MULTI SITUS DI UNIVERSITAS QOMARUDDIN DAN UNIVERSITAS KIAI ABDULLAH FAQIH GRESIK)

The Strategy of Islamic Boarding School-Based Private Universities in Building Brand Image (Multi-Site Study at Qomaruddin University and Kiai Abdullah Faqih University). 

ABSTRAK

Faizin, A. 2024. Strategi Perguruan Tinggi Swasta Berbasis Pesantren dalam Membangun Brand Image (Studi Multi Situs Di Universitas Qomaruddin dan Universitas Kiai Abdullah Faqih). Disertasi Porgram Doktor Universitas Negeri Surabaya, Promotor (1) Prof. Dr. Yatim Riyanto, M.Pd, Co promotor (2) Prof. Dr. M.V. Roesminingsih, M.Pd.

 Keywords: Strategi, Pendidikan Tinggi, Perguruan Tinggi Swasta Berbasis Pesantren, Brand Image

         Dalam menjalankan proses pendidikan, sebuah Institusi pendidikan tinggi memerlukan strategi dalam membangun brand image, hal ini dikarenakan brand image yang positif dapat memberikan implikasi yang signifikan terhadap berbagai aspek guna membangun landasan yang kokoh bagi pertumbuhan dan keberlanjutan pendidikan tinggi. 

        Adapun sub fokus dari dipaparkan dalam pertanyaan berikut ini: 1) bagaimana strategi perguruan tinggi swasta berbasis pesantren dalam membangun Brand Image 2) Faktor yang membentuk brand image dari sudut pandang perguruan tinggi swasta berbasis pesantren dan 3) Model strategi membangun brand image perguruan tinggi swasta berbasis pesantren di Universitas Qomaruddin dan Universitas Kiai Abdullah Faqih Gresik. Penelitian ini menggunakan pendekatan kualitatif.

         Penelitian kualitatif merupakan suatu metode untuk mengeksplorasi dan memahami makna-makna yang dilekatkan oleh individu dan kelompok tertentu terhadap isu-isu sosial atau kemanusiaan.

          Hasil Temuan penelitian adalah sebagai berikut: 1) Strategi Universitas Qomaruddin dan Univeristas Kiai Abdullah Faqih dalam membangun brand image adalah melakukan langkah -langkah sebagai berikut; a. strategi menentukan positioning melalui analisis lingkungan startegi, b. strategi menentukan diferensiasi perguruan tinggi, c. strategi perumusan identitas perguruan tinggi mencakup nilai-nilai yang ada di dalam logo, motto dan warna desain visual. 2) Faktor faktor yang membentuk brand image dari sudut pandang perguruan tinggi swasta berbasis pesantren, adalah sebagai berikut, a. Kualitas Akademik, b. Lingkungan Pesantren: Place, c. Pemasaran Pendidikan: central figure, d. Jaringan Alumni, dan Kerja Sama  dan e. Pembiayaan Pendidikan. 3) Model strategi membangun brand image pendidikan tinggi swasta berbasis pesantren, dibentuk dengan beberapa hal sebagai berikut, a. Integrasi Pondok Pesantren dan Perguruan Tinggi, b. Mutu Akademik Perguruan Tinggi, c. Kerja Sama Alumni, d. Hubungan Masyarakat: Penyelarasan lingkungan.

ABSTRACT

Faizin, A. 2024. The Strategy of Islamic Boarding School-Based Private Universities in Building Brand Image (Multi-Site Study at Qomaruddin University and Kiai Abdullah Faqih University). State University of Surabaya. Doctoral Program. Dissertation, Promoter (1) Prof. Dr. Yatim Riyanto, M.Pd, Co promoter (2) Prof. Dr. M.V. Roesminingsih, M.Pd.

Keywords: Strategy, Higher Education, Islamic Boarding School-Based Private Universities, Brand Image

           In carrying out the educational process, a higher education institution needs a strategy in building a brand image, this is because a positive brand image can have significant implications for various aspects in order to build a solid foundation for the growth and sustainability of higher education.

         The sub-focus is explained in the following questions: 1) what is the strategy of private Islamic boarding school-based universities in building Brand Image 2) Factors that shape brand image from the perspective of private Islamic boarding school-based universities and 3) Strategy model for building brand image of private Islamic boarding school-based universities Islamic boarding schools at Qomaruddin University and Kiai Abdullah Faqih University. This research uses a qualitative approach. Qualitative research is a method for exploring and understanding the meanings that certain individuals and groups attach to social or humanitarian issues.

         The results of the research findings are as follows: 1) The strategy of Qomaruddin University and Kiai Abdullah Faqih University in building a brand image is to take the following steps; a. strategy for determining positioning through strategic environmental analysis b. strategy for determining university differentiation c. strategy for formulating university identity including the values ​​contained in the logo, motto and visual design colors. 2. Factors that shape the brand image from the perspective of private Islamic boarding school-based universities are as follows: a. Academic Quality, b. Islamic Boarding School Environment: Place, c. Educational Marketing: central figure, d. Alumni Network and Collaboration 5) and Education Financing.

3. The strategy model for building a brand image for Islamic boarding school-based private higher education is formed with the following things. a. Integration of Islamic Boarding Schools and Universities, b.  Academic Quality of Higher Education, c. Alumni Cooperation, d. Community Relations: Environmental harmonization.