Strategi kepemimpinan kepala madrasah dalam Membangun reputasi dan branding lembaga

Abstract

This study aims to analyze the leadership strategies of madrasah principals in building the reputation and branding of educational institutions at MI Al-Injaz and to explain how these strategies are implemented to shape institutional image and competitiveness. This study employed a qualitative approach with a case study design. Data were collected through in-depth interviews, observations, and documentation involving six purposively selected informants, consisting of the madrasah principal, vice principal, teachers, educational staff, and community or parent representatives. Data were analyzed interactively through data reduction, data presentation, and conclusion drawing, supported by source and technique triangulation to ensure the consistency of the findings. The results indicate that the leadership strategies for building institutional reputation and branding consist of six main dimensions: visionary leadership, organizational culture strengthening, flagship program innovation, strategic public communication, community partnership, and digital transformation. These six dimensions form an interconnected integrative process that begins with establishing the institution's vision and identity, strengthening internal foundations, managing external relationships, and expanding institutional visibility through digital transformation. This process strengthens institutional reputation and branding, contributing to increased public trust and institutional competitiveness. The study contributes an integrative process model of strategic leadership that connects internal strengthening, external relations, and digital transformation in building the reputation and branding of educational institutions sustainably.