DIGITAL BRANDING STRATEGY OF EDUCATIONAL INSTITUTIONS TO INCREASE APPLICANT INTEREST (A CASE STUDY AT SD IT AND TK IT USMAN BIN AFFAN)

Abstract

This study examines the digital branding strategy implemented by an Islamic educational institution, Ma’had Usman Bin Affan (comprising SDIT and TK IT Usman Bin Affan), in increasing the interest of prospective students. The research aims to describe how the institution plans, implements, and evaluates its branding strategy, and to identify the digital platforms that most effectively support promotion. A qualitative case study approach was employed, with data collected through in-depth interviews with the principal of SDIT Usman Bin Affan, the principal of TK IT Utsman Bin Affan, and a parent of enrolled students, followed by thematic reduction, data display, and conclusion drawing. The results show that the institution builds its brand identity around the vision of forming a “Qur’anic generation” through flagship programs of Tahfiz Al-Qur’an and religious habituation, supported by internal coordination, quality control through classroom supervision, and structured complaint handling. Digital branding is carried out through official social media accounts (Facebook, Instagram, TikTok, and YouTube) as well as teachers’ personal accounts, which significantly expand promotional reach. Parental trust is reinforced by authentic content, testimonials, and word of mouth. The institution reported a substantial increase in the number of new registrants, evidenced by the opening of additional classes and the early fulfillment of enrollment quotas. The study concludes that digital branding, when integrated with genuine academic quality and responsive service, is an effective strategy for strengthening institutional image and increasing enrollment interest in Islamic educational institutions.