Value-Based Branding in Islamic Boarding Schools: Efforts to Maintain Identity in Digitalization Dynamics

DOI: https://doi.org/10.33650/al-tanzim.v9i2.10753

Authors (s)


(1) * Tsamar Nur Aini   (Universitas Nurul Jadid)  
        Indonesia
(2)  Lukman Nugraha   (Sekolah Tinggi Agama Islam Miftahul Huda)  
        Indonesia
(3)  Andika Hariyanto Surbakti   (Universitas Islam Negeri Maulana Malik Ibrahim Malang)  
        Indonesia
(4)  Akmal Mundiri   (Universitas Nurul Jadid)  
        Indonesia
(5)  M Aqil Fahmi Sanjani   (Universitas Islam Negeri Maulana Malik Ibrahim Malang)  
        Indonesia
(*) Corresponding Author

Abstract


This study aims to analyze the value-based branding strategy in Islamic boarding schools as an effort to maintain traditional identity amidst the rapid flow of digitalization and globalization. Although many other educational institutions have implemented digital branding, its application in the context of Islamic boarding schools is still limited. The study employs a qualitative approach, utilizing case studies of two Islamic boarding schools to explore how these institutions integrate traditional Islamic values into their branding strategies through in-depth interviews, observations, and document analysis. The results of the study indicate that Islamic boarding schools have successfully combined values such as sincerity, simplicity, and social benefits in their branding to maintain relevance in the modern era, thereby strengthening character through a balance with digitalization. The findings emphasize the importance of value-based branding strategies as a research contribution in strengthening the position of Islamic boarding schools as moral and spiritual educational institutions. The study's implications suggest that implementing strategies not only enhances the competitiveness of Islamic boarding schools but also strengthens their relationships with local and global communities, thereby supporting the continuity of Islamic boarding school education in the digital era.

Keywords

Value-Based Branding, Islamic Boarding School Identity, Digitalization



Full Text: PDF



References


Abubaker, M., Luobbad, M., Qasem, I., & Adam-Bagley, C. (2022). Work-Life-Balance Policies for Women and Men in an Islamic Culture: A Culture-Centred and Religious Research Perspective. Businesses, 2(3), 319-338. https://doi.org/10.3390/businesses2030021

Achruh, & Sukirman. (2024). An Analysis of Indonesian Islamic Higher Education Institutions in the Era of Globalization. International Journal of Learning, Teaching and Educational Research, 23(9), 78-102. https://doi.org/10.26803/ijlter.23.9.5

Alqarni, K., & Abdallah, R. M. (2023). The Effect of Electronic Human Resource Management Systems on Sustainable Competitive Advantages: The Roles of Sustainable Innovation and Organizational Agility. Sustainability (Switzerland), 15(23), 16382. https://doi.org/10.3390/su152316382

Ansori, A., Rohmatulloh, D. M., Sudrajat, D., Am, S. A., & Utami, S. (2022). Digital Innovation in Pesantren Education: Prediction to Welcome Global Islam Awakening. Nazhruna: Jurnal Pendidikan Islam, 5(2), 645-661. https://doi.org/10.31538/nzh.v5i2.2222

Azad, A., & Brämberg, E. B. (2021). Conducting In-Depth Interviews Via Mobile Phone with Persons with Common Mental Disorders and Multimorbidity: The Challenges and Advantages as Experienced by Participants and Researchers. International Journal of Environmental Research and Public Health, 18(22), 11828. https://doi.org/10.3390/ijerph182211828

Begum, A., Liu, J., Marwat, I. U. K., Khan, S., Han, H., & Ariza-Montes, A. (2021). Evaluating the Impact of Environmental Education on Ecologically Friendly Behavior of University Students in Pakistan: The Roles of Environmental Responsibility and Islamic Values. Sustainability (Switzerland), 13(18), 10188. https://doi.org/10.3390/su131810188

Ding, J., & Hong, G. (2025). Fostering Loyalty and Creativity: How Organizational Culture Shapes Employee Commitment and Innovation in South Korean Firms. Behavioral Sciences, 15(4), 529. https://doi.org/10.3390/bs15040529

Ghanad, A. (2023). An Overview of Quantitative Research Methods. International Journal of Multidisciplinary Research and Analysis, 06(08), 3794-3803. https://doi.org/10.47191/ijmra/v6-i8-52

Ghartemani, S. K., Khani, N., & Nasr Isfahani, A. (2022). A Qualitative Analysis and a Conceptual Model for Organizational Stupidity. Journal of Organizational Change Management, 35(3), 441-462. https://doi.org/10.1108/JOCM-04-2021-0099

Harsanto, B., Mulyana, A., Faisal, Y. A., & Shandy, V. M. (2022). Open Innovation for Sustainability in the Social Enterprises: An Empirical Evidence. Journal of Open Innovation: Technology, Market, and Complexity, 8(3), 160. https://doi.org/10.3390/joitmc8030160

Hasbullah, H., Wilaela, W., Masduki, M., Jamaluddin, J., & Rosidi, I. (2022). Acceptance of the Existence of Salafi in the Development of Da'wah in Riau Islamic Malay Society. Cogent Social Sciences, 8(1), 2107280. https://doi.org/10.1080/23311886.2022.2107280

Herzog, P. S., Strohmeier, A., King, D. P., Khader, R. A., Williams, A. L., Goodwin, J. L., Doan, D. R. H., & Moyo, B. (2020). Religiosity and Generosity: Multi-Level Approaches to Studying the Religiousness of Prosocial Actions. Religions, 11(9), 1-46. https://doi.org/10.3390/rel11090446

Hidayatullah, M. F., Irawan, B., & Roziq, A. (2023). Formulation of Sharia Marketing Strategy in Bank Syariah Indonesia. Calitatea, 24(196), 280-284. https://doi.org/10.47750/QAS/24.196.34

Hokmabadi, H., Rezvani, S. M. H. S., & de Matos, C. A. (2024). Business Resilience for Small and Medium Enterprises and Startups by Digital Transformation and the Role of Marketing Capabilities-A Systematic Review. Systems, 12(6), 220. https://doi.org/10.3390/systems12060220

Hosseini, E., & Rajabipoor Meybodi, A. (2023). Proposing a Model for Sustainable Development of Creative Industries Based on Digital Transformation. Sustainability (Switzerland), 15(14), 11451. https://doi.org/10.3390/su151411451

Jamilah, S. (2021). Moderate Islamic Education to Enhance Nationalism Among Indonesian Islamic Student Organizations in the Era of Society 5.0. Journal of Social Studies Education Research, 12(3), 79-100.

Junaedi, M., Nasikhin, Hasanah, S., & Hassan, Z. (2023). Learning Patterns in Influencing Attitudes of Religious Tolerance in Indonesian Universities. Education Sciences, 13(3), 285. https://doi.org/10.3390/educsci13030285

Lai, Y., Chen, S., Li, M., Ung, C. O. L., & Hu, H. (2021). Policy Interventions, Development Trends, and Service Innovations of Internet Hospitals in China: Documentary Analysis and Qualitative Interview Study. Journal of Medical Internet Research, 23(7), e22330. https://doi.org/10.2196/22330

Lu, Y., Zhang, M. M., Yang, M. M., & Wang, Y. (2023). Sustainable Human Resource Management Practices, Employee Resilience, and Employee Outcomes: Toward Common Good Values. Human Resource Management, 62(3), 331-353. https://doi.org/10.1002/hrm.22153

Luisi, D., & Hämel, K. (2021). Community Participation and Empowerment in Primary Health Care in Emilia-Romagna: A Document Analysis Study. Health Policy, 125(2), 177-184. https://doi.org/10.1016/j.healthpol.2020.11.007

Menne, F., Mardjuni, S., Yusuf, M., Ruslan, M., Arifuddin, A., & Iskandar, I. (2023). Sharia Economy, Islamic Financial Performance and Factors That Influence It-Evidence from Indonesia. Economies, 11(4), 111. https://doi.org/10.3390/economies11040111

Mohidem, N. A., & Hashim, Z. (2023). Integrating Environment with Health: An Islamic Perspective. Social Sciences, 12(6), 321. https://doi.org/10.3390/socsci12060321

Muhajir, A. (2022). Inclusion of Pluralism Character Education in the Islamic Modern Boarding Schools During the Pandemic Era. Journal of Social Studies Education Research, 13(2), 196-220.

Mundiri, A., & Manshur, U. (2020). School Principals' Self-Identity According to the Perspective of Transpersonal Psychology. Al-Tahrir: Jurnal Pemikiran Islam, 20(1), 75-95. https://doi.org/10.21154/altahrir.v20i1.2005

Mundiri, A., & Muthmainnah, A. (2021). Power and Ability in Increasing Compliance; The Origin of Leaders' Influence in Pesantren. Managere: Indonesian Journal of Educational Management, 3(3), 211-224. https://doi.org/10.52627/managere.v3i3.117

Mundiri, A., Wahid, A. H., Zamroni, Ramadhani, K., Imamah, L., & Zakiyah, U. (2021). Digital Branding in Increasing Civic Engagement: A Public Relation Strategy in the Battle of Perceptions. Proceedings of the First International Conference on Science, Technology, Engineering and Industrial Revolution (ICSTEIR 2020), 536. https://doi.org/10.2991/assehr.k.210312.010

Price, H. E., & Smith, C. (2021). Procedures for Reliable Cultural Model Analysis Using Semi-Structured Interviews. Field Methods, 33(2), 185-201. https://doi.org/10.1177/1525822X20982725

Priya, A. (2021). Case Study Methodology of Qualitative Research: Key Attributes and Navigating the Conundrums in Its Application. Sociological Bulletin, 70(1), 94-110. https://doi.org/10.1177/0038022920970318

Qizam, I., Berakon, I., & Ali, H. (2024). The Role of Halal Value Chain, Sharia Financial Inclusion, and Digital Economy in Socio-Economic Transformation: A Study of Islamic Boarding Schools in Indonesia. Journal of Islamic Marketing, 16(3), 810-840. https://doi.org/10.1108/JIMA-03-2024-0108

Renjith, V., Yesodharan, R., Noronha, J., Ladd, E., & George, A. (2021). Qualitative Methods in Health Care Research. International Journal of Preventive Medicine, 12(1), 20. https://doi.org/10.4103/ijpvm.IJPVM_321_19

Rohmatulloh, R., & Zuhri, M. T. (2023). Energy-Saving Triangle: Internalizing Islamic Ethical Values on Energy Saving in Integrative Learning. Religions, 14(10), 1284. https://doi.org/10.3390/rel14101284

Saeed Mohammed, A. A., & Mansor, F. (2021). Value-Based Islamic Banking and Reporting in Bahrain. International Journal of Ethics and Systems, 37(4), 644-663. https://doi.org/10.1108/IJOES-09-2020-0141

Said, S. M., & Sharif, S. (2023). Unveiling the Excellent Leadership Qualities and Practices of Principals in Islamic Schools: A Systematic Literature Review. International Journal of Learning, Teaching and Educational Research, 22(9), 43-61. https://doi.org/10.26803/ijlter.22.9.3

Salmaoui, R. S., & Salam, S. (2025). Virtual Madrasas: Digital Governmentality and the Shaping of Islamic Subjectivity in Pakistan. Journal of Media and Religion, 1-23. https://doi.org/10.1080/15348423.2025.2468455

Sarkowi, S., Aisyah, S., & Qosim, R. A. (2025). Symbolic Interaction of Kyai and Santri in the Perspective of Ethical Leadership Based on Religious Values. International Journal of Multidisciplinary Research of Higher Education (IJMURHICA), 8(3), 388-402.

Shaikh, A. L., & Alam Kazmi, S. H. (2022). Exploring Marketing Orientation in Integrated Islamic Schools. Journal of Islamic Marketing, 13(8), 1609-1638. https://doi.org/10.1108/JIMA-11-2019-0241

Sultana, R., & Kafy, A. Al. (2025). Bridging Business Strategy and Educational Development: Private Sector Engagement and Value Creation Framework for Sustainable E-Learning Models in Emerging Markets. Business Strategy and Development, 8(1), e70098. https://doi.org/10.1002/bsd2.70098

Surya, B., Hadijah, H., Suriani, S., Baharuddin, B., Fitriyah, A. T., Menne, F., & Rasyidi, E. S. (2020). Spatial Transformation of a New City in 2006-2020: Perspectives on the Spatial Dynamics, Environmental Quality Degradation, and Socio-Economic Sustainability of Local Communities in Makassar City, Indonesia. Land, 9(9), 324. https://doi.org/10.3390/LAND9090324

Wahyuni-TD, I. S., Haron, H., & Fernando, Y. (2021). The Effects of Good Governance and Fraud Prevention on Performance of the Zakat Institutions in Indonesia: A Sharīʿah Forensic Accounting Perspective. International Journal of Islamic and Middle Eastern Finance and Management, 14(4), 692-712. https://doi.org/10.1108/IMEFM-03-2019-0089


Dimensions, PlumX, and Google Scholar Metrics

10.33650/al-tanzim.v9i2.10753


Refbacks

  • There are currently no refbacks.


Copyright (c) 2025 Tsamar Nur Aini, Lukman Nugraha, Andika Hariyanto Surbakti, Akmal Mundiri, M Aqil Fahmi Sanjani

Creative Commons License
 
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Al-Tanzim : Jurnal Manajemen Pendidikan Islam
Published by Lembaga Penerbitan, Penelitian, dan Pengabdian kepada Masyarakat (LP3M) of Nurul Jadid University, Paiton, Probolinggo, East Java, Indonesia.