Autentisitas Branding dan Kesenjangan antara Janji Promosi dengan Realitas Mutu Layanan pada Lembaga Pendidikan Islam

Abstract

Digital branding has become an important strategy for promoting flagship programs and establishing communication with the community. However, the effectiveness of this strategy is determined not only by the intensity of promotional activities but also by the alignment between the messages conveyed and the quality of educational services provided. This study aims to analyze digital branding strategies for building the competitive advantage of Islamic educational institutions, identify their supporting factors and challenges, and examine the role of Islamic values in maintaining branding authenticity. This study employs a literature review method with a descriptive-analytical approach. Data were obtained from relevant scholarly literature, particularly journal articles on educational branding, Islamic educational service marketing, public trust, and digital transformation. The literature was analyzed thematically to identify patterns, conceptual relationships, and managerial implications. The synthesis findings indicate that effective digital branding requires a clear brand identity, informative and authentic content, consistent communication, human resource competencies, and evaluation mechanisms that focus not only on digital reach but also on public trust and perceptions of service quality. Limited digital competencies, budget constraints, inconsistent publication practices, and gaps between promotional promises and actual service delivery represent challenges that need to be anticipated. Therefore, digital branding in Islamic educational institutions should be grounded in the Islamic values of trustworthiness (amanah) and honesty (sidq), and integrated with continuous improvements in service quality to establish a credible reputation and sustainable competitive advantage.