Strategi Branding Sekolah Berbasis Layanan Melalui Media Digital dan Interaksi Sosial Daring
Keywords:
branding sekolah, media digital, reputasi, kualitas layananAbstract
Penelitian ini bertujuan mengembangkan model branding sekolah berbasis layanan yang terintegrasi dengan pemanfaatan media digital dan interaksi sosial daring untuk memperkuat citra sekolah dan meningkatkan kepercayaan masyarakat. Kajian ini menggunakan pendekatan Systematic Literature Review dengan protokol PRISMA terhadap publikasi ilmiah tahun 2020–2025 yang diperoleh melalui basis data Scopus dan Google Scholar. Sebanyak 38 artikel dianalisis melalui interpretive synthesis untuk mengidentifikasi pola hubungan kualitas layanan, strategi digital branding, keterlibatan komunitas, dan reputasi sekolah. Hasil penelitian menunjukkan bahwa reputasi sekolah dibentuk oleh konsistensi mutu layanan, keterbacaan layanan melalui media digital, dan validasi publik. Hal tersebut bekerja secara simultan untuk membentuk kepercayaan dan minat masyarakat dalam memilih sekolah. Sintesis temuan menghasilkan model Service-Led Digital School Branding sebagai inti diferensiasi sekolah, kanal digital sebagai amplifier layanan, dan komunitas sebagai penguat citra institusional. Penelitian selanjutnya direkomendasikan untuk menguji efektivitas model SLDSB secara empiris serta mengembangkan indikator evaluasi layanan digital pada berbagai jenjang pendidikan.
References
Ayuni, K. (2025). The impact of curriculum quality and brand image on school competitiveness: Study in private schools. International Journal of Accounting & Finance, 5(2), 35–49.
Bungai, J., Setiawan, H., & Putra, F. A. (2024). Digital marketing strategy in education management: Increasing school visibility and attractiveness. Al-Fikrah: Jurnal Manajemen Pendidikan, 3(1), 55–70.
Deprian, A., & Widanti, A. (2024). The influence of product quality, service quality, price and brand image on Shopee customer satisfaction. International Journal of Management and Digital Business, 3(2), 122–132.
Eriani, D. (2025). Social media branding strategies that strengthen school image. ACOPEN, 12(1), 1–13.
Fadholi, M. (2024). Service marketing strategies in the context of educational institutions: Improving academic branding via digital technology. Pendidikan Ilmu Pemasaran, 2(1), 45–60.
Guerrero, R., Lattemann, C., Michalke, S., & Siemon, D. (2022). A digital business ecosystem maturity model for personal service firms. Digital Services Review, 6(2), 125–142.
Ighomereho, S. O., Ojo, A. A., Omoyele, S. O., & Olabode, S. O. (2022). From service quality to e-service quality: Measurement, dimensions and model. International Journal of e-Service and e-Commerce, 13(1), 45–63.
Jannah, F. (2023). Social media as a marketing means of educational institutions in the modern era. Proceedings of ICESH, 1(1), 541-548. ejournal.unuja.ac.id
Maskuri, M., & Fimaisarah, U. (2024). Digital branding of religious schools in rural areas. Journal of Islamic Media Studies, 7(3), 201–214.
Muhaeminah, U. (2025). The role of digital marketing management in improving higher education branding through social media. International Journal of Public Policy, 9(4), 213–229.
Musyarapah, M. (2023). Forming school branding through social media: A case study at an integrated Islamic elementary school. Proceedings of the 6th International Conference on Islamic Studies 2023, 23-24.
Novita, P. D., Amilda, & Atika, N. (2024). Public relations strategy in creating school branding through social media at SMK Bakti Ibu 3 Palembang. Studia Manageria, 6(2), 127-142. Jurnal Raden Fatah
Pratiwi, E. T. (2023). Utilizing Instagram to build image building in schools. Journal of Social Studies and Education, 1(1), 37-47.
Purnawirawan, O. (2025). Development and implementation of entrepreneurship learning designs based on digital skills to support quality education. Lifestyle Journal, 10(3), 88–101.
Rachmawati, E. (2024). Implementation of education program marketing in schools: Competition for new students. Edukasia Journal, 8(1), 12–27.
Rahmiati, N., Suklani, S., & Duryat, T. (2025). The influence of marketing mix and service quality on student satisfaction at SMK Nusantara Weru Cirebon. Journal of Social Welfare and Service Education, 6(2), 143–158.
Riswanto, R. (2025). Digital marketing strategy in strengthening school branding in SDIT Bina Insani Belitung. Sanskara Manajemen & Bisnis, 3(3), 172–185.
Riyanto, Y., & Roesminingsih, M. V. (2024). Optimizing Islamic boarding school-based branding to increase the reputation of Islamic higher education. IJORER: International Journal of Recent Educational Research, 5(5), 1134-1147. https://doi.org/10.46245/ijorer.v5i5.660
Rossi, R., & Mustaro, P. N. (2022). eQETIC: A maturity model for online education. Journal of Online Learning, 8(4), 99–117.
Vambudi, V. N. (2023). Enhancing education quality through the digital school concept: A case study on a junior high school in Sukoharjo. Tarbawy: Jurnal Pendidikan Islam, 9(2), 156–170.
Walid, A. (2023). Increasing public interest through school image branding: Study at MA Nurul Jadid. Educazione: Jurnal Ilmu Pendidikan, 4(3), 99–113.
Wahyunto, T. (2024). School branding in the digital era. Jurnal FKIP, 14(1), 55–67.
Widyaningrum, R. M., & Suryandaro, R. T. (2023). Effect of ICT on e-learning and school brand image. ICOHETECH Conference Proceedings, 423–430.
Yaqin, R. (2025). School branding efforts through social media: A case of Islamic school engagement. JEMR: Journal of Education Management Research, 7(1), 67–79.
Zulkipli, Z. (2024). Utilization of digital technology in marketing educational services at Kusuma Bangsa High School Palembang. Al-Hijr: Jurnal Teknologi Digital, 5(1), 290–300.
