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Building Public Trust Through Strategic Branding: Insights from Integrated Islamic Schools in Jambi, Indonesia

Proceedings Academic Universitas Jambi · Vol. 2 No. 1 (2026) · hlm. 47–65

DOI
10.22437/proca.v2i1.50451
Terbit
2026-01-14
Penerbit
LPPM Universitas Jambi
Bahasa
en
Lisensi
creativecommons.org/licenses/by/4.0

Abstrak

Integrated Islamic Schools (Sekolah Islam Terpadu/SIT) in Indonesia have experienced rapid institutional growth and increasing public trust, particularly in Jambi Province. Despite this development, empirical investigations on how Islamic schools strategically manage their branding remain scarce. This study examines branding practices in five SIT schools—AN, AZ, AD, NI, and AS—using a qualitative multiple-case study approach. Data were collected through interviews, observations, and document analysis, and analyzed using Braun and Clarke’s thematic framework. The findings identify five core dimensions of Islamic school branding: Brand Identity, Brand Value Proposition, Service Quality and Relationship Experience, services, Digital and Community-Based Communication, and Brand Trust and Reputation. This study proposes an Integrated Islamic School Branding Management (ISBM) Model that illustrates how identity alignment, value-based programs, service excellence, and communication strategies collectively reinforce public trust. The findings contribute to the theoretical discourse on Islamic educational management and provide practical guidance for SIT leaders in enhancing institutional competitiveness.

Kata kunci

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40 penulis · 136 tautan kepenulisan bersama · 2 lintas organisasi · menampilkan 40 yang paling banyak terhubung

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  • Hasanuddin University
  • Universitas Halu Oleo
  • Afiliasi tidak diketahui
  • Organisasi berbeda
  • Organisasi sama
  • Afiliasi tidak diketahui
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Tampilkan sebagai tabel
Rekan penulisOrganisasiArtikel bersama
Abdul WahidHasanuddin University2
Irfan Maulana SyamAfiliasi tidak diketahui2
Mohamad MuspawiAfiliasi tidak diketahui2
Fajar SarananiAfiliasi tidak diketahui1
Nur AzizahAfiliasi tidak diketahui1
Syaifudin Suhri KasimUniversitas Halu Oleo1
Rety Reka MerlinsAfiliasi tidak diketahui1
Peribadi PeribadiAfiliasi tidak diketahui1
Prinob AksarUniversitas Halu Oleo1
Muhammad HasbiAfiliasi tidak diketahui1
Benny Audy Jaya GosariHasanuddin University1
Sitti FakhriyyahHasanuddin University1
Febri Yanti PanjaitanHasanuddin University1
Endah Murpi NingrumHasanuddin University1
Arie Syahruni CangaraHasanuddin University1
Muhammad Dalvi MustafaHasanuddin University1
Asrina AsrinaHasanuddin University1
Andi AmriHasanuddin University1
Mardiana Ethrawaty FachryHasanuddin University1
Muh. Chasyim HasaniHasanuddin University1
M. Irham IlyasHasanuddin University1
Alpiani AlpianiHasanuddin University1
Shofi DzakwaniAfiliasi tidak diketahui1
Veronika ParkamcautsAfiliasi tidak diketahui1
Evi AdawiyyahAfiliasi tidak diketahui1
Ainun Ayu YuniarAfiliasi tidak diketahui1
Andreawan Bayu SaputraAfiliasi tidak diketahui1
Nurul Safira MaulidaAfiliasi tidak diketahui1
Khadijatul RabiahAfiliasi tidak diketahui1
Rani Tri Kurniati ToryAfiliasi tidak diketahui1
Shinta Aulia SalsabillaAfiliasi tidak diketahui1
Gabriyel AnandaAfiliasi tidak diketahui1
Raihana Nur Ramadhani RahmanAfiliasi tidak diketahui1
Dini RahmaniAfiliasi tidak diketahui1
Musaril MusarilAfiliasi tidak diketahui1
Ayu WulandariAfiliasi tidak diketahui1

Afiliasi berasal dari OpenAlex; metadata OAI-PMH jurnal tidak memuatnya. Penulis tanpa ID OpenAlex dicocokkan berdasarkan nama, sehingga dua orang bisa tergabung atau satu orang bisa terpisah.

Sumber metadata: OAI-PMH (metadata jurnal) https://online-journal.unja.ac.id/index.php/PROCA/oai, pertama di-harvest 6 Nov 2026, terakhir terlihat 8 Nov 2026.
Metadata asli (oai_dc) 
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	<dc:title xml:lang="en">Building Public Trust Through Strategic Branding: Insights from Integrated Islamic Schools in Jambi, Indonesia</dc:title>
	<dc:creator xml:lang="en">Wulan Tersta, Friscilla</dc:creator>
	<dc:creator xml:lang="en">Firman, Firman</dc:creator>
	<dc:creator xml:lang="en">Aprillitzavivayarti, Aprillitzavivayarti</dc:creator>
	<dc:creator xml:lang="en">Iryani, Eva</dc:creator>
	<dc:subject xml:lang="en">Islamic education</dc:subject>
	<dc:subject xml:lang="en">School branding</dc:subject>
	<dc:subject xml:lang="en">Strategic management</dc:subject>
	<dc:subject xml:lang="en">Public trust</dc:subject>
	<dc:subject xml:lang="en">Integrated Islamic School</dc:subject>
	<dc:description xml:lang="en">Integrated Islamic Schools (Sekolah Islam Terpadu/SIT) in Indonesia have experienced rapid institutional growth and increasing public trust, particularly in Jambi Province. Despite this development, empirical investigations on how Islamic schools strategically manage their branding remain scarce. This study examines branding practices in five SIT schools—AN, AZ, AD, NI, and AS—using a qualitative multiple-case study approach. Data were collected through interviews, observations, and document analysis, and analyzed using Braun and Clarke’s thematic framework. The findings identify five core dimensions of Islamic school branding: Brand Identity, Brand Value Proposition, Service Quality and Relationship Experience, services, Digital and Community-Based Communication, and Brand Trust and Reputation. This study proposes an Integrated Islamic School Branding Management (ISBM) Model that illustrates how identity alignment, value-based programs, service excellence, and communication strategies collectively reinforce public trust. The findings contribute to the theoretical discourse on Islamic educational management and provide practical guidance for SIT leaders in enhancing institutional competitiveness.</dc:description>
	<dc:publisher xml:lang="en">LPPM Universitas Jambi</dc:publisher>
	<dc:date>2026-01-14</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://online-journal.unja.ac.id/PROCA/article/view/50451</dc:identifier>
	<dc:identifier>10.22437/proca.v2i1.50451</dc:identifier>
	<dc:source xml:lang="en">Proceedings Academic Universitas Jambi; Vol. 2 No. 1 (2026):  The 2nd Jambi International Seminar on Education (JISE); 47-65</dc:source>
	<dc:source>10.22437/proca.v2i1</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://online-journal.unja.ac.id/PROCA/article/view/50451/23535</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2026 Friscilla Wulan Tersta, Firman, Aprillitzavivayarti, Eva Iryani</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by/4.0</dc:rights>
</oai_dc:dc>