The Branding and Reputation of Islamic Education: Its Impact on Public Perceptions of Islamic Schools, West Java, Indonesia

Background: Islamic schools are educational institutions that carry out the mandate to educate the community and strengthen the nation's character based on Islamic values and principles. In running its education system, Islamic schools rely heavily on funding from the community. Therefore, internal strength is needed in branding and reputation activities to strengthen positive assessments and build community trust, thereby realising national education that produces a bright and characterful generation. Objective: This study aims to analyse the influence of branding activities, the reputation of Islamic educational institutions, and their impact on public attitudes towards Islamic schools in West Java Province, Indonesia. Methodology: This study employs a quantitative, non-experimental, hypothetical-deductive approach, utilising a cross-sectional design. The sample consisted of 277 parent respondents from Islamic schools, selected based on predetermined criteria that included the average national exam scores obtained by these schools. Result: Branding and reputation directly and positively influence 77.4% of the community's attitude towards Islamic schools. The remaining 22.6% is influenced by factors such as emotional closeness, spiritual appeal, educational experience, and information literacy. Emphasis is placed on management continuity in designing and implementing branding and reputation activities of Islamic education institutions to enhance the cohesiveness and loyalty of parents (community). Conclusions: The branding and reputation of Islamic educational institutions significantly influence public attitudes toward Islamic schools. The better the image and perception of the branding and reputation of academic institutions, the more positive the public attitude towards Islamic schools, which in turn can increase public trust and participation in choosing and supporting these educational institutions. The unique contribution: This study offers novel empirical evidence by integrating and validating the interplay of branding and reputation within the underexplored context of Islamic education. The work advances theory by providing a robust, empirical analysis of the combined influence of these dual strategic approaches on shaping public attitudes. Recommendations: Future research is recommended to explore additional factors that may influence the dynamics of branding activities and reputation of both Islamic and general education institutions, and examine the long-term effects of both variables in maintaining community loyalty to Islamic schools.