Implikasi Citra Merek dalam Pemasaran Lembaga Pendidikan Islam Terhadap Hasil Rekrutmen Peserta Didik
DOI:
https://doi.org/10.24090/insania.v26i1.4608Keywords:
brand image, brand management, educational management, marketing managementAbstract
Higher number of students recruitment in Islamic Education Institutions is one indicator of an institution quality. Islamic educational institutions are currently required to be able to promote their institutions to expand the students’ recruitment. This paper aims to describe the implication of brand image in the promotion of Islamic educational institutions on student recruitment. The method used in this paper is literature review. Books, articles, websites, laws relating to brand image, brand management, higher education and marketing management are collected, read, compared, and analyzed to identify the roles of brand image in promoting the Islamic educational institutions. The results of this study indicate that there are three implications of brand image in the promotion of Islamic educational institutions on student recruitment: brand image is strengthening the position of Islamic educational institutions, brand image is illustrating the effectiveness of the institution, and the brand image can be used as a reference in designing the institution identity.Downloads
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Rosalina. (2010). Citra Merek: Dimensi, Proses Pengembangan Serta Pengukurannya. Jurnal Bisnis Dan Manajemen, 6(3): 333-346.
Smedley, D. (1995). Marketing Secondary Schools to Parents: Some Lessons from the Research on Parental Choice. Educational Management Administration & Leadership, 23: 96-103. https://doi.org/10.1177/174114329502300204
Sofanudin, A. (2012). Model Peningkatan Minat Masyarakat Terhadap Madrasah Ibtidaiyah di Jawa Tengah. Jurnal Nadwa, 6(1), 91-113. https://doi.org/ 10.21580/nw.2012.6.1.459
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Scheuder, E., Erp, J. V., Toet, A., & Kallen, V.L. (2016). Emotional Responses to Multisensory Environmental Stimuli: A Conceptual Framework and Literature Review. Sage Open, 6(1), 1-19. https://doi.org/10.1177/2158244016630591
Wijaya, D. (2016). Pemasaran Jasa Pendidikan: Bumi Aksara.
Kementerian Agama Republik Indonesia (n.d.). Tahun Depan, Kemenag Akan Beri Beasiswa Untuk Mahasiswa Asing Redaksi Pendidikan Islam. http://www.pendis.kemenag.go.id/new/2018/12/08/tahun-depan-kemenag-akan-beri-beasiswa-untuk-mahasiswa-asing/
Aigbavboa, C., dan Thwala, W. (2013). A Theoretical Framework of Users ’ Satisfaction / Dissatisfaction Theories and Models.
Alfikalia. (2017). Keterlibatan Orang tua Dalam Pendidikan Mahasiswa. Inquiry: Jurnal Ilmiah Psikologi, 8(1): 42-54. https://journal.paramadina.ac.id/ index.php/inquiry/article/view/128
Arai, A., Ko, Y. J., & Kaplanidou, K. (2013). Athlete brand image: Scale development and model test. European Sport Management Quarterly, 13(4): 383–403. https://doi.org/10.1080/16184742.2013.811609
Arwanda, N. O. D., Hartoyo, H., & Hartoyo, S. (2014). View of Kepuasan, Citra, dan Loyalitas Pada Lembaga Pendidikan Tinggi: Kasus di Akademi XYZ. 7(2): 123-132. https://doi.org/10.24156/jikk.2014.7.2.123
Bastos, W., dan Levy, S. J. (2012). A history of the concept of branding: Practice and theory. In Journal of Historical Research in Marketing, 4(3): 347–368. http://dx.doi.org/10.1108/17557501211252934
Carnoy, M. (1999). International Institute for Educational Planning Globalization and educational reform: what planners need to know. http://www.unesco.org/iiep
Chen, C. T. (2019). The mediating effect of brand identity on brand knowledge and the operational development of universities. South African Journal of Business Management, 50(1): 1-11. https://doi.org/10.4102/sajbm.v50i1.416
Goi, M. T., Goi, C. L., & Wong, D. (2014). Constructing a brand identity scale for higher education institutions. Journal of Marketing for Higher Education, 24(1): 59-74. https://doi.org/10.1080/08841241.2014.906017
Heding, T., Knudtzen, C. F., & Bjerre, M. (2008). Brand Management: Research, Theory and Practice. Routledge.
Idhom, A. M. (2018). Daftar Prodi dan Kampus Terpopuler di SPAN PTKIN 2018. https://tirto.id/daftar-prodi-dan-kampus-terpopuler-di-span-ptkin-2018-cJEc
Ihwan, M. (2016). Tafahus Faktor Penarik dan Pendorong yang Mempengaruhi Keputusan Orang Tua Memilih tempat studi untuk anaknya di Madrasah Ibtida’iyah Nurul Huda 2 Surodinawan Kota Mojokerto. Ta'dibia: Jurnal Ilmiah Pendidikan Agama Islam, 6(2): 81-92. https://doi.org/10.32616/tdb.v6.2.20.81-92
Jr, S. L. S., Omar, M. W., Wahid, N. A., Ismail, I., & Harun, A. (2007). the Effect of Brand Image on Overall Satisfaction and Loyalty Intention in the Context of Color Cosmetic. Asian Academy of Management Journal, 12(1): 83-107. http://web.usm.my/aamj/12-1-2007.html
Kalenskaya, N. V. (2015). Marketing strategy of higher education institutions. Mediterranean Journal of Social Sciences, 6:146–150.
Keller, K. L. (2013). Keller, Strategic Brand Management, 4th Edition | Pearson. Pearson Education. https://www.pearson.com/us/higher-education/program/Keller-Strategic-Brand-Management-4th-Edition/PGM152495.html
Keller, K. L. and P. T. K. (2017). Manajemen Pemasaran Jilid 1. Pearson.
Kisbiyanto, K. (2016). Partisipasi Masyarakat Mengikuti Pendidikan dI PTKIN (Studi Terhadap Motivasi Spiritual Keagamaan). Edukasia : Jurnal Penelitian Pendidikan Islam, 11(2), : 305-330. http://dx.doi.org/10.21043/edukasia. v11i2.1878
Kotler, P., & Amstrong, G. (2012). Prinsip-Prinsip Pemasaran (13th ed.). Erlangga.
Kotler, P. T. & K. L. K. (2017). Manajemen Pemasaran Jilid 1 (13th ed.). Erlangga.
Lee, J. L., James, J. D., & Kim, Y. K. (2014). A Reconceptualization of Brand Image. International Journal of Business Administration, 5(4). https://doi.org/10.5430/ijba.v5n4p1
Lestari, I. P., Yusuf, A., Desi, S., & Kusumaningrum, E. (2019). Analisis Faktor-Faktor Yang Mempengaruhi Peserta Didik Dalam Pemilihan Sekolah Lanjutan Tingkat Atas. In JAMP : Jurnal Administrasi dan Manajemen Pendidikan, 2(3), 167-171. http://dx.doi.org/10.17977/um027v2i32019p167
Mello, J. E. and S. H. (2014). Marketing : McGraw-Hill Education.
Mocanu, R. (2013). Management Dynamics in the Knowledge Economy Brand Image as a Function of Self-Image and Self-Brand Connection. 1 : 387–408.
Mourad, M., Ennew, C., & Kortam, W. (2011). Brand equity in higher education. Marketing Intelligence & Planning, 29: 403–420.
Mukaram. (2012). Peranan Kepuasan Mahasiswa dalam Meningkatkan Loyalitas Pelanggan (Suatu Survey Perguruan Tinggi Politeknik di Jawa Barat). Industrial Research Workshop and National Seminar, 3 :397–409.
Mukhtar, M. (2017). Harapan Stakeholder Dalam Lembaga Pendidikan Islam. Jurnal Tarbawi, 14(2), 161-178. https://doi.org/10.34001/tarbawi.v14i2.621
Neupane, R. (2015). The Effects of Brand Image on Customer Satisfaction and Loyalty Intention in Retail Super Market Chain UK. International Journal of Social Sciences and Management, 2.
Park, C. W., Jaworski, B. J., & Maclnnis, D. J. (1986). Strategic Brand Concept-Image Management. Journal of Marketing, 50.
RI, I. K. (2019). Peraturan Pemerintah Republik Indonesia Tentang Pendidikan Tinggi Keagamaan. http://itjen.kemenag.go.id/sirandang/peraturan/5875-46-peraturan-pemerintah-nomor-46-tahun-2019-tentang-pendidikan-tinggi-keagamaan
Rosalina. (2010). Citra Merek: Dimensi, Proses Pengembangan Serta Pengukurannya. Jurnal Bisnis Dan Manajemen, 6(3): 333-346.
Smedley, D. (1995). Marketing Secondary Schools to Parents: Some Lessons from the Research on Parental Choice. Educational Management Administration & Leadership, 23: 96-103. https://doi.org/10.1177/174114329502300204
Sofanudin, A. (2012). Model Peningkatan Minat Masyarakat Terhadap Madrasah Ibtidaiyah di Jawa Tengah. Jurnal Nadwa, 6(1), 91-113. https://doi.org/ 10.21580/nw.2012.6.1.459
Tempo.co. (2015). Heboh Wisuda Digrebek: Mahasiswi Ini Malu Sebut Kampusnya. Tempo.co. https://nasional.tempo.co/read/702266/heboh-wisuda-digrebek-mahasiswi-ini-malu-sebut-kampusnya
Scheuder, E., Erp, J. V., Toet, A., & Kallen, V.L. (2016). Emotional Responses to Multisensory Environmental Stimuli: A Conceptual Framework and Literature Review. Sage Open, 6(1), 1-19. https://doi.org/10.1177/2158244016630591
Wijaya, D. (2016). Pemasaran Jasa Pendidikan: Bumi Aksara.
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Published
2021-08-15
How to Cite
Harisatunisa, H. (2021). Implikasi Citra Merek dalam Pemasaran Lembaga Pendidikan Islam Terhadap Hasil Rekrutmen Peserta Didik. INSANIA : Jurnal Pemikiran Alternatif Kependidikan, 26(1), 21–37. https://doi.org/10.24090/insania.v26i1.4608
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