Pernyataan Personal Branding Berdasarkan Pesantren, Marketisasi, dan Rekonstruksi Identitas Khaira Ummah

Abstract

This paper delves into the dynamics of Islamic boarding schools amidst the era of marketization, wherein the competition for image cultivation and public attention is intense. The challenges faced by Islamic boarding schools, particularly in formulating a personal brand statement within the marketization framework, are significant due to the diverse preferences and demands of the target audience. Consequently, the necessity for a precise and accurate marketing strategy becomes paramount. The primary objective of this study is to comprehend the marketization strategy and undertake a comprehensive reconstruction of the identity of Khaira Ummah. Employing a phenomenological qualitative research design, this investigation engages two kiai as research participants from Islamic boarding schools. The use of interview techniques facilitates the collection of comprehensive data for analysis. The study highlights essential components in crafting a personal brand for Islamic boarding schools. First, a positive reputation is foundational. Second, leveraging existing networks strengthens personal connections. Third, commodifying actions cultivates a distinctive brand. Lastly, a steadfast commitment to Islamic values is crucial to the overall strategy. This research illuminates challenges and opportunities for Islamic boarding schools in the competitive landscape of marketization. Implementing identified strategies can enhance Khaira Ummah's personal brand and serve as a valuable template for similar institutions. Islamic boarding schools are advised to prioritize reputation-building, strategic network utilization, and conscientious commodification of actions while maintaining a continual commitment to Islamic values. This study offers practical guidance for navigating market complexities in contemporary times