Pengaruh Strategi Branding Lembaga Pendidikan Islam terhadap Loyalitas Peserta Didik Madrasah Aliyah Negeri

Abstrak

This study analyzes the influence of branding strategies of Islamic educational institutions on loyalty among students of State Islamic Senior High School. Using a quantitative approach with a simple linear regression design, this study involved 88 students of State Islamic Senior High School selected through total purposive sampling. Data were collected using branding strategies (Cronbach's α = 0.943) and loyalty scales (Cronbach's α = 0.867) which have been tested for validity and reliability. The hypothesis that branding strategies have a positive effect on student loyalty is proven by the regression equation Y = 27.121 + 0.520X, correlation coefficient R = 0.661, determination coefficient R² = 0.473 (contribution 47.3%), calculated F value = 66.691 (Sig. = 0.000), and t = 8.166 (p < 0.001). The assumptions of classical normality (Kolmogorov-Smirnov Sig. = 0.119) and homoscedasticity were also met. Branding strategy was proven to have a positive and significant effect on student loyalty at State Islamic Senior High Schools. This study was conducted by synthesizing the concepts of Educational Services Marketing (such as marketing mix and branding strategies) with dimensions of Consumer Psychology, focusing on student perceptions and loyalty. This was done to understand the decision-making mechanisms and maintain students' emotions towards the institution. This study provides a theoretical contribution to enriching the literature on Islamic Education Management, particularly through the integration of service marketing concepts with educational consumer behavior. These findings can serve as an empirical reference for future researchers who wish to explore the dynamics of student psychology in responding to educational institution brand identities