Branding Institusi Perguruan Tinggi Keagamaan Islam Swasta Di Kawasan Pesisir (Studi Multi Situs Di STITMA Tuban Dan IAI Tabah Kranji Paciran Lamongan)

Abstract

Abstract, Managers of higher education to innovate and try to develop the institutions
they lead in order to be better. In general, managing higher education is synonymous
with managing a business organization, which must always adjust the demands of
stakeholders. An urgent matter to be considered in meeting the demands of
stakeholders is to build a good reputation, the results of the study show that
stakeholders prefer to choose reputable organizations. One important aspect in
building a good reputation of an organization is to build a positive impression in the
eyes of stakeholders, which is a positive impression in the context of marketing can be
built through the brand or image of the institution. This study focuses on the issue of
building a brand in the Private Islamic Religious College (PTKIS) located in the
coastal region, namely the Tarbiyah College of Sciences Makhdum Ibrahim Tuban
and the Tarbiyatut Tholabah Kranji Islamic Institute of Paciran Lamongan. The
results of this study are the strategies used by STITMA Tuban and IAI TABAH in
building institutional brands in accordance with the strategy of Hermawan Kertajaya
Triangle GDP, namely: 1) Positioning, which is carried out by making clear
institutional vision and mission; 2) Differentiation carried out by making distinctive
features of each campus, namely STITMA Tuban as a campus that produces educators
who are professional, religious, and edupraner. Whereas IAI TABAH Kranjo Paciran
Lamongan as a center for the development of Islamic sciences in the fields of
education and non-education; 3) Brand, which is done by making the motto of each
institution.

Keywords: Branding Institution, PTKIS, STITMA Tuban, IAI TABAH Kranji