Implementation of Total Quality Management (TQM): Optimizing School Branding Strategy in Urban Islamic Schools

Kurniawan, Hendra, Arifin, Syamsul and Mulyono, Mulyono ORCID: https://orcid.org/0000-0002-4509-7390 (2024) Implementation of Total Quality Management (TQM): Optimizing School Branding Strategy in Urban Islamic Schools. Al-Ishlah Jurnal Pendidikan, 16 (4). pp. 5127-5139. ISSN Al-Ishlah Jurnal Pendidikan

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Abstract

Islam Terpadu Schools and Islam Unggulan Schools have developed as alternatives for Islamic education, combining religious teachings with modern education. These schools aim to build strong religious foundations, character, and digital competencies. This study examines the school branding strategies of Al Fityan Islam Terpadu High School and Al Amjad Islamic High School in Medan, Indonesia. A qualitative approach was employed, utilizing data related to Total Quality Management to analyze school branding strategies. Data collection included observations, interviews, and documentation involving stakeholders such as school foundations, leadership, students, community members, and the Jaringan Sekolah Islam Terpadu (JSIT) Sumatera Utara. Findings reveal distinct branding strategies: (1) Al Fityan emphasizes its "Islam Terpadu" label to attract upper-middle-class Muslim families, integrates a boarding school system, promotes extracurricular and character-building activities, and leverages social media for extensive publicity. (2) Al Amjad emphasizes its Islamic identity with a focus on Quranic learning using the WAFA method, which includes teacher certification, extracurricular integration, and student guidance for achieving their educational aspirations. Both schools utilize differentiation strategies, creating unique brand identities through a combination of educational quality, religious emphasis, and strategic publicity. These strategies contribute to positive community perceptions and produce graduates who are competitive in both religious and professional domains. The branding strategies of Al Fityan and Al Amjad serve as models for Islamic schools seeking to enhance their appeal and societal impact. Future studies should explore the long-term outcomes of these strategies on school sustainability and graduate success.

Item Type:	Journal Article
Keywords:	Total Quality Management; School Branding; Education Quality; Urban Islamic School
Subjects:	13 EDUCATION > 1303 Specialist Studies In Education > 130304 Educational Administration, Management and Leadership
Divisions:	Graduate Schools > Doctoral Programme > Graduate School of Islamic Education Management
Depositing User:	Dr. H. Mulyono, MA.
Date Deposited:	17 Jan 2025 15:22

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