Branding Strategy Based on Islamic Values and Educational Service Satisfaction in Increasing Community Trust in Islamic Schools in Yogyakarta

Abstract

Competition among educational institutions in the city of Yogyakarta demands that schools build a clear identity, provide educational services that meet the needs of the community, and maintain public trust. SD Muhammadiyah Purwodiningratan 1 Yogyakarta develops a branding strategy based on Islamic values through the identity of "Millenial Qur’ani," which is integrated with organizational culture and educational services. This research aims to analyze branding strategies based on Islamic values and the satisfaction of educational services, public trust, and the integration of both in strengthening public trust. The research uses a qualitative approach with a case study design. Data were obtained through in-depth interviews, observations, and documentation with internal and external school informants. Data analysis used the interactive model of Miles, Huberman, and Saldaña through data condensation, data presentation, and conclusion drawing, while data validity was tested through source triangulation, technique triangulation, and member checking. The research results show that branding is built through brand personality, brand values, and brand promise, and is realized through five dimensions of service, namely tangibles, reliability, responsiveness, assurance, and empathy. Public trust is reflected in ability, integrity, and benevolence. The integration of branding and consistent service strengthens public trust.