Rekonstruksi Kepercayaan Publik Melalui Integrasi Branding, Fasilitas, dan Legitimasi: Systematic Literature Review

Abstract

This study aims to synthesize the latest empirical evidence on the relationship between school branding strategies, facility quality and management, and the formation of public trust in the educational context. The research method used is a Systematic Literature Review (SLR) with the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) approach, examining scientific publications published between 2020 and 2025 obtained through Publish or Perish from the Scopus and Google Scholar databases. The literature selection stage was carried out comprehensively through identification, screening, eligibility, and in-depth analysis, resulting in 35 final articles relevant for analysis. The review results indicate that strong branding contributes to the formation of positive perceptions, but its effectiveness increases significantly when supported by adequate facilities, a safe learning environment, and professional facility management. The research implications emphasize the need for policies and managerial practices that align communication strategies with facility investments to strengthen legitimacy and long-term trust from parents, students, and other stakeholders.