Strategi Diferensiasi Brand Positioning pada Lembaga Pendidikan Islam dalam upaya Menarik Minat Peserta Didik Baru

Abstract

This study aims to explain the strategy Brand Positioning of traditional Islamic educational institutions in Tabalong Regency, South Kalimantan Province. This research is a phenomenological study. The object of research in this study are a number of Islamic boarding schools in Tabalong Regency. The data in this study is a description of the customers served by the pesantren (target, segmentation, and needs), the concept of education provided by the pesantren, and the differences between one pesantren and another. Data collection techniques are mostly through interviews, partly through observation, and documentation studies. Data analysis was done by coding and categorizing. Checking the degree of trustworthiness of the data is done through triangulation. This research shows that Islamic boarding schools carry out brand positioning strategies to take place in the minds of customers. First, pesantren maintains as a pondok which has all the elements of a pesantren (as mentioned by Zamakhsyari Dhofier). Second, the pesantren only accepts santri murni (this is a segment of the customer that the pesantren wants to serve). Third, conducting pesantren entrepreneurship to achieve pesantren independence, including by collaborating with the private sector (the concept of pesantren independence, reducing dependence on the community). Pesantren which previously had impure students and only filled the period fudhlah were finally able to equalize the position of pesantren such as schools and madrasas. Pesantren can be accepted by the community