AUTHENTIC BRANDING DALAM MEMBANGUN REPUTASI PENDIDIKAN ISLAM: SEBUAH SOLUSI DI ERA GLOBALISASI DAN DISRUPSI DIGITAL

• Yen Happy Rahmi

  Universitas Islam Negeri M Sjech M Djamil Djambek Bukittingion

  Author

• Supratman Zakir

  Universitas Islam Negeri M Sjech M Djamil Djambek Bukittingion

  Author

Di era globalisasi dan disrupsi digital, branding suatu lembaga pendidikan Islam sering terjebak dalam pencitraan semu yang mengabaikan nilai keaslian. Kondisi ini menuntut strategi authentic branding untuk membangun reputasi yang berakar pada identitas Islam. Penelitian ini bertujuan menganalisis peran authentic branding dalam memperkuat reputasi pendidikan Islam dan menemukan solusi penerapannya di lembaga pendidikan modern. Metode penelitian menggunakan mixed methods dengan pendekatan kualitatif melalui wawancara dan observasi, serta pendekatan kuantitatif melalui kuesioner kepada guru, siswa, dan orang tua. Hasil penelitian menunjukkan bahwa authentic branding yang menonjolkan nilai keikhlasan, keteladanan, dan konsistensi berpengaruh positif terhadap reputasi lembaga. Temuan ini menegaskan pentingnya membangun jati diri lembaga berdasarkan nilai Islam yang autentik, bukan sekadar pencitraan digital.

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