<![CDATA[This study examines the strategic leadership of madrasah principals in strengthening institutional image and enhancing community interest through a multisite investigation conducted at MAN 1 Jombang and MAN 1 Mojokerto, East Java, Indonesia. Employing a qualitative multisite case study design, the research explored how principals formulate, implement, and evaluate strategic initiatives that contribute to institutional competitiveness and sustainable public trust. Data were collected through semi-structured interviews, participant observations, and document analysis involving principals, vice principals, teachers, students, parents, and institutional documents. Data analysis followed the interactive model of Miles, Huberman, and Saldaña, including within-site and cross-site analyses, while trustworthiness was established through credibility, transferability, dependability, and confirmability procedures. The findings reveal that strategic formulation emphasizes competitiveness through environmental analysis, institutional vision, flagship programme development, benchmarking, and stakeholder-oriented planning. Strategy implementation is characterized by the integration of competitive strength, competitive area, and competitive result, supported by selective student recruitment, curriculum innovation, teacher professionalism, service excellence, digital communication, and community partnerships. Furthermore, strategic evaluation is conducted collaboratively through continuous performance assessment, stakeholder participation, gap analysis, quality assurance, and programme revision to ensure sustainable institutional improvement. Cross-site synthesis demonstrates that strengthening institutional image is not merely the result of promotional activities but emerges from an integrated strategic management process linking strategic formulation, implementation, and evaluation. The study proposes a conceptual strategic management model that contributes to educational leadership literature by positioning institutional competitiveness as the primary mechanism through which strategic leadership enhances institutional image and community interest in Islamic secondary education.]]>
