Brand Equity at The Islamic Boarding School (Study The Marketing of Educational Services at Islamic Boarding School in Banjarbaru City)

Authors

Keywords:

Brand Equity, Islamic Boarding School

Abstract

This study aims to identify and describe brand equity which consists of four assets namely brand awareness, brand association, perceived quality, and brand loyalty at the Al-Falah and Darul Ilmi Islamic boarding schools for girls in the city of Banjarbaru. This research is a type of field research. This study uses a descriptive research method with a qualitative approach. The subjects of this study were potential customers at the Al-Falah and Darul Ilmi Islamic boarding schools for girls. Data collection techniques are observations, interviews, and documentation. Data analysis by data reduction, data presentation, and verification. The results showed that brand awareness at the Al-Falah and Darul Ilmi Islamic boarding schools for girls was at the top of brand level brand association both also show positive information that is supported by positive responses from potential internal customers, supported by the advantages of Islamic boarding schools, suitability for lifestyle/life needs, and suitable prices. Perceived quality both of them show expectations or are satisfied with the quality provided by the Islamic boarding school. Both brand loyalty is at the committed buyer level. 

Author Biography

Adi Ansari, UIN Antasari Banjarmasin

Manajemen Pendidikan Islam UIN Antasari Banjarmasin

References

Amirah, Bambang Subiyakto, Melly Agustina Permatasari. 2020. “The Influence of Discipline on the Al-Falah Islamic Boarding School Student Association (HPPA) on the Social Capital of Santriwati Socials.” The Kalimantan Social Studies Journal 2: 1.

Bohrer, Monty F. 2007. Discriminant Analysis of Aaker’s Brand Equity Model on Top -of -Mind Awareness /Brand Preference Congruence in Prospective Hospital Patients. Anderson University.

Keller, Philip Kotler and Kevin Lane. 2018. Marketing Management. Jakarta: PT.Indeks.

Noor, Rahman and. 2014. “The Role of Brand Relevance in Developing Brand Loyalty.” Malaysian Communication Journal.

Pidarta, Made. 1997. Educational Foundation. Jakarta: Rineka Cipta.

Syafe’i, Imam. 2017. “Islamic Boarding School, Educational Institute for Character Formation.” Journal of Islamic Education, 8: 61.

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Published

2024-08-15

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Articles